Kendra Scott is launching a line of males’s jewellery. On June 7, the Austin, Texas-based firm will launch Scott Bros. by Kendra Scott, with an inaugural assortment that includes a variety of bracelets priced from $68 to $198.
The line was spearheaded by Scott herself, with enter from her three sons. “We have never really dabbled in men’s before — we have lots of people come in our stores, which obviously include a lot of men. We found there was a lot of white space with this while talking to customers,” stated Kendra Scott chief govt officer Tom Nolan, who took the model’s govt helm in February when Scott determined to refocus her efforts on the corporate’s product design and philanthropy efforts. Scott stays the corporate’s govt chairwoman.
“We are always looking at horizontal avenues to grow the business and had nice success with home — our candles were really successful and we felt like this was easy for women to buy for the men in their life. It has been a fun project for me — it’s the first time I’ve been able to wear something we have made,” Nolan added. The govt himself is featured in Scott Bros.’ debut marketing campaign, alongside different Kendra Scott workers.
A mixture of semiprecious stones, chain, rope and leather-based supplies give the road a breadth of choices. Keeping with Kendra Scott’s giveback initiatives, 20 p.c of proceeds from the sale of the “Cade” suite of bijou shall be donated to the Peyton Manning Children’s Hospital artwork remedy program.
Nolan stated that the corporate shall be “nimble” in its strategy to the Scott Bros. line by gauging client response and responding accordingly with new product launches. But for Nolan, males’s provides a substantial alternative: “If I take a look at the macro males’s jewellery market, it continues to develop. David Yurman, as an illustration, makes a pretty big p.c of its enterprise in males’s.
“I look at the business from a high-level perspective of where white space is as a customer. Kendra talked to her sons and they felt like they had a hard time finding jewelry they could afford that’s high-quality and appropriately represented them. Personally, I don’t make big fashion statements as an individual but I have personal style and want to identify with something — I felt like there was a white space out there for things I wanted to wear and be proud of.”
While many manufacturers rush to label new strains as gender impartial, Nolan stated that Kendra Scott decisively labeled this vary as males’s as a result of: “We always celebrate diversity, equity and inclusion for employees and customers and wanted to make sure we had gender neutral designs in mind. We currently have plenty of men’s customers that shop our current line of jewelry. It’s called Scott Bros. because of Kendra’s sons and I think primarily those who identify as men will be the one to buy. But this is also gender neutral enough to sell to those who identify as female.”
The providing shall be bought in Kendra Scott shops in addition to on-line — each locations with a decidedly female tone. Thus, Nolan is working with the model’s merchandisers on methods to finest characteristic the Scott Bros. line in-store. “We will see wood tones and wood hues so we capture the core customer but it’s also fitting into the environment that is more feminine,” stated Nolan.
He feels that it’s extra a matter of “attracting someone who identifies as male to a store that seems more female. That plays back to marketing and social media, which all went into the process of where we are today.”
Ideally, he stated, “if it goes well I would expect [sales] to behave the same as our fine and demi fine business which now each represent a double-digit percent of our business.”
On the broader spectrum, Nolan says that retailer visitors is starting to return to or exceed pre-pandemic ranges — notably within the South and Midwest. Kendra Scott continues to be “encouraging” all workers to proceed carrying masks regardless of up to date CDC guidances, and can proceed capability and social distancing guidelines.
The Kendra Scott model has opened three new bodily retail areas up to now this yr — pop-ups in Naples, Fla., College Station, Texas, and Columbia, S.C. Nolan says he’s “extremely bullish” on bodily retail experiences and is presently on the lookout for further retail house for the model.
“We have seen double-digit growth in the first quarter. All our channels are performing as expected or better — we feel great about the outlook but we won’t rest on our laurels. In the retail business a majority of our year is made in the fourth quarter so we are doing the best that we can. All indicators are great,” he stated.