How Kendra Scott uses PR to drive sales, brand loyalty

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By Marcy Medina | for The SKUpe

Austin-based jewelry and lifestyle brand Kendra Scott owes much of its early exposure to good public relations—the story of how Scott started her company with $500 and a collection she designed in her spare bedroom is the stuff of accessories legend. Twenty-three years later, the company is valued at $1B and still relies on PR to drive sales and build brand loyalty. Kelle Knight, who leads PR for the company, shares why “public relations isn’t a nice-to-have, it’s a core growth engine for brand awareness and credibility.”

What do you do at Kendra Scott?

As the senior director of PR, I lead the overall communications strategy for both Kendra Scott and Yellow Rose by Kendra Scott—from shaping thought leadership for our founder and designer Kendra Scott and our CEO Tom Nolan to driving our celebrity and cultural strategy for both brands. Every day, I’m thinking about how to connect with customers and better understand how they are discovering and digesting news or incorporating their favorite celebrity’s style. PR is like fashion: just when you think you’ve nailed it, it changes. My job is to keep us not only caught up, but ahead.

What’s the connection between PR and retail sales?

Measuring ROI in PR is challenging because it centers on long-term brand awareness, emotional connection and reputation—factors that aren’t always tied to immediate sales. In my role, I serve as the bridge between our brand strategy and our retail strategy, using storytelling to transform stores into meaningful, memorable destinations—not just places to shop. In 2024, we hosted over 24,000 retail events—half of them were Kendra Gives Back events. These aren’t just activations; they’re community-building moments that drive real connection and loyalty. In fact, 70% of our revenue comes from repeat customers who shop five to six times a year.

When does a retailer know they are ready to hire a PR person or agency? 

Public relations isn’t a one-time broadcast feature or a quick transaction—it’s a two-way street built on trust, strategy and long-term partnership and brand vision. For brands and retailers considering hiring a PR agency, it’s important to approach the relationship not as a simple service exchange, but as a collaborative journey.

PR becomes truly effective when a brand has a clearly defined identity, consistent product or service offerings and a desire to expand its reach beyond its existing audience. But even more crucial is the brand's readiness to communicate its why—the core reason it exists and the unique perspective it brings to the market. This foundational message should be developed in partnership with your PR agency, and it will guide everything from messaging to media outreach.

Before hiring an agency, think deeply about the types of stories you want to see told about your brand. Then ask: Does our "why" align with what the media is interested in right now? It’s about connecting your brand’s point of view with what’s timely, relevant and resonant in culture. A good sign that you’re ready for PR is when your team starts asking, “How do we get people talking about us in a meaningful way?”

What are three things that retailers can do now to help their PR efforts?

Rather than simply hosting events, think about experiences that reflect your brand’s personality and resonate with your core customer. A VIP preview could become a hands-on styling session with a local designer or a behind-the-scenes tour tied to a new collection drop. Influencer previews should feel like intimate brand moments—not transactional invites, but curated gatherings that reflect your brand’s values and aesthetic.

Instead of defaulting to the most visible influencer, collaborate with partners who help expand your story, not just your reach. Likewise, empower store teams to lead from their lived experience—what do they know about the community’s rhythms, habits and cultural cues? PR becomes powerful when it feels intentional, local and emotionally relevant—when the experience isn’t just newsworthy, but something your customer wants to be a part of and talk about.

Every PR strategy will look different depending on the brand’s identity, goals and audience. What matters most is staying authentic and asking, Would my customer enjoy reading about this or experiencing it in person?  When done thoughtfully, these efforts not only increase visibility but also deepen relationships throughout the customer journey.

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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto.