Kendra Scott's Yellow Rose Brand Opens First Nashville Flagship Store

Hanging near the entrance of Yellow Rose by Kendra Scott's new Nashville store is a framed bouquet of yellow roses and a weathered cowboy hat that once belonged to Kendra Scott's father. Beside it hangs a photograph of Scott as a child, wearing that same hat. The décor sets the tone for a flagship that is equal parts personal memoir and retail experiment, the brand's first permanent home outside Texas.

Yellow Rose launched on the Texas rodeo circuit in January 2023 as a Western-inspired extension of the Kendra Scott brand, which Scott founded in 2002 with $500 and a spare bedroom in her Austin home. By November 2024, the sub-brand had opened its first three brick-and-mortar shops in Austin, Dallas, and Houston. Nashville, which sources variously place in the Gulch neighborhood and the 12 South neighborhood, marks the first location outside the state.

The store is designed to function as something closer to a destination than a boutique. Display cases built from reclaimed wood, leather, and antique furnishings hold jewelry, boots, hats, apparel, and lifestyle goods. Guitar straps trim the floor-to-ceiling jewelry cases. Vintage piano keys and banjos appear in the fitting rooms, and local artist James Willis painted custom guitar cases in tribute to musical figures including Dolly Parton and Willie Nelson. The Hat Customization Atelier and the brand's signature Color Bar personalization experience offer services that the parent company has used to build loyalty across more than 150 stores nationwide.

At the center of the space is Beau's Bar, named for Scott's horse and described as the brand's first cocktail bar and hospitality concept. The bar is decorated with antique mirrors, saddles, and heirloom horseshoes. Its cocktail menu draws from both Texas and Nashville: the Smoked Saddle Old Fashioned, a Desert Willow gin cocktail, a Caviar Martini, and the 04 Margarita, which takes its name from Nashville's 37204 zip code and Austin's 78704. "For me, western style has always been about independence, confidence and individuality," Scott said of the brand's expansion into hospitality.

The move into Nashville reflects a deliberate push by Kendra Scott beyond its jewelry origins. The company now counts more than 3,200 employees and wholesale partnerships with Neiman Marcus, Nordstrom, Bloomingdale's, and Dillard's. The Nashville flagship, inspired in part by Scott's Yellow Rose Ranch, represents the clearest signal yet that the sub-brand is being built as a multi-category lifestyle concept, not simply a Western jewelry line. Whether the cocktail bar and hat atelier format travels well to other markets will likely determine how far outside Texas Yellow Rose grows next.