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That renewed sense of urgency has, since 2016, beget new fine, demi-fine, and sterling jewelry lines; 2022 collaborations with brands including Summersalt and Barbie; the Greb Comics Soup Time 2023 Shirt moreover I will buy this start of Scott’s television career as a Shark Tank guest judge; the launch of her personal Instagram account, further announcing her as a global personality; and even a men’s collection of timepieces, necklaces, and bracelets under the label Scott Bros. by Kendra Scott. Outreach continues to expand as well. In 2018, the brand introduced college ambassadors known as Kendra Scott Gems, who are gifted jewelry in exchange for marketing on campus. A new direct sales program, started in 2022, allows so-called “community stylists” to sell jewelry for a commission. These moves speak to a larger top-to-bottom effort to keep Kendra Scott in the cultural conversation. The question is not necessarily whether the brand will survive into the coming years, but if and how it will inspire the same fervor in its customer base over time. So far, Kendra Scott seems to have little trouble attracting Gen Z attention, particularly amongst sorority members. Alpha Gamma Delta member Aubrey Gray, a University of Alabama freshman whose #bamarush videos racked up hundreds of thousands of views this summer, says she has no intentions of abandoning her Kendra for micro-trends—largely because it actually means something to her.
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