Kendra Scott introduced her signature Color Bar by Kendra Scott on a whim, but it’s turning into one of the jewelry brand’s most meaningful sources of revenue.
On Friday, Scott will relaunch the Color Bar personalization feature on kendrascott.com with expanded design options and a sleeker look and feel. For no extra cost (except on one stone option), consumers can choose to customize up to 33 styles of earrings, necklaces, rings and bracelets with 23 stone options and four metals. There are also drusy choices available for the first time outside the core collection, which will cost an additional $15. Prices on the collection range from $40 for a small pendant necklace to $200 for a statement necklace.
Scott projected that the brand will hit $110 million in revenue this year — with sales from the Color Bar comprising upward of 10 percent of the overall take. E-commerce will account for nearly 25 percent of revenues this year and Scott said half of the $10 million to $12 million generated from Color Bar would come from online orders. The balance will come from jewelry designed in-store, another area where the brand is expanding aggressively. There are 19 Kendra Scott boutiques — with a large store presence in Scott’s native Texas — and another 19 slated to open in places such as Nashville and Tulsa, Okla., before year’s end.
Scott came up with the idea for Color Bar when members of her team started creating custom color combinations of existing pieces to wear out after work — and the first iteration was brought to life at Henri Bendel in 2009. A trunk show that was supposed to last one weekend wound up staying put at the store for three months. The following year, Scott launched it on the brand’s digital flagship and in her first freestanding door in Austin, Tex. Last year, the brand hosted 350 “Color Bar Parties,” where friends gathered for birthdays or pre-wedding gatherings to make custom pieces.
The latest online version of Color Bar was built in-house, including creative and photography, and the service provides next-day delivery for orders placed before 2 p.m. (shipping prices vary by location).