Kendra Scott bags prime window spot in Selfridges after UK debut

By

Sandra Halliday

Published
Jan 31, 2018

US-based jewellery brand Kendra Scott may only have been in London’s Selfridges for a few months but the label is making an impact and has scored a coup by having its spring 18 collection featured in a key spot in one of the store’s windows from this month.

Selfridges’ window displays are among the most watched in London with their clever mix of product promotion and creativity and it’s a major boost for the jeweller that opened there only in late November, especially as it's in the window right next to the front entrance.

The brand’s Selfridges concession is its first physical store outside the US and the new window display promoting it features geometric shapes and natural textures including shell and mother of pearl. The collection itself is built around hot pastel shades. 

The displays use precision-cut acrylic highlighted in gold and were put together by Kendra Scott and the department store retailer’s creative team.

The jewellers concession is located on the lower ground floor of the London flagship and includes features such as the brand’s Color Bar that the company believes is a unique concept as it allows shoppers to create personalised jewellery pieces.

Personalisation is increasingly important to the luxury sector, from Burberry’s monogrammed serapes to Anya Hindmarch’s build-a-bag offer, and the ability to put together a customer-created piece is also a big inducement to get shoppers into physical stores.

Kendra Scott was launched in 2002 and last year got new investment from Berkshire Partners to  support its growth ambitions. The brand currently employs over 2,000 people and has 75 stores in the US.