Kendra Scott, the visionary behind the billion dollar business, has 80 standalone stores across the US, but she had yet to make her mark on NYC – until now. After getting a taste for the market with a shop-in-shop at Bloomingdale’s and a pop-up shop in the Hamptons, Scott made her presence known in the fashion capital, slowly but surely. Now, the Austin-born designer is ready to bring a bit of Texas to the Big Apple. The two-story unit sits on the corner of Greene and Spring Streets in SoHo – the perfect area to display her jewelry designs as well as her nail lacquer and home décor. The store is bold, bright, and full of character, including a customizable Color Bar™ station. It will host Kendra Gives Back events to support her philanthropic causes. We caught up with the designer and entrepreneur to hear more about what to expect from her new NYC retail location.

Why did you feel now was the right time to open this store?

Opening a store in NYC has always been a dream of mine. For years, we have worked on building our presence in the city through our shop-in-shop at Bloomingdale’s, our summer pop-up in the Hamptons, and countless events and activations that began to grow New York’s love for our brand. After so many of these Kendra Scott moments over the past few years, this year finally felt like the right time, and we are so excited to be officially open!

Why does this area in Soho feel like the right location for you? What do you love this neighborhood so much? 

We chose SoHo as the neighborhood for our first NYC store for its quintessential New York City flair and high fashion shopping experience. We knew that love for the brand was steadily growing in NYC and SoHo was a great first neighborhood to capture that energy and excitement. We also felt like, what better area to bring a bit of Austin, Texas to the Big Apple than SoHo and the love and support we have already seen from this city has been incredible. I cannot wait for all that is to come!

How would you describe the overall look and feel of the new store?

All Kendra Scott stores are designed to embody an openness and warmth to them, but each also has unique, custom elements to reflect the local community. Our SoHo store was designed to feel like you’re walking into the stylish home of a friend, or, as I like to say, my dream SoHo loft apartment. You’ll notice a lot of my personal tastes in the store design, like incorporating mid-century modern accents, and touches of brass and acrylic woven throughout our store. Other custom elements in the SoHo store include custom fixtures and Terrazzo floors, Venetian plaster as well as NYC-inspired art.

What are some of your favorite design elements of the store?

As I mentioned, the SoHo store was designed with NYC in mind. All the elements of the store are so fun and special that I don’t think I could pick a favorite! Between the custom fixtures and Terrazzo floors, the Venetian plaster and the curated art, I feel like we really captured the spirit of the city. One element of the store that I can’t call my favorite but that I absolutely love is our custom wallpaper because we actually took old design drawings and sketches and turned it into wallpaper, which I hope New Yorkers and visitors who are experiencing Kendra Scott for the first time really enjoy.

How does the store tell the story of Kendra Scott?

We consider our Kendra Scott customers to be a part of our family, which is why we spend so much time perfecting our in-store experience. Although every store may look a little different, our passion for our customers and our communities is constant. The NYC storefront offers all the same products as our other Kendra Scott stores, and, like our other locations, offers custom functions, philanthropic events, trunk shows, and more, that cater to the local community. These elements are all parts of what makes Kendra Scott different than other brands in the market.

What are some of your favorite pieces sold at this location?

We just launched our Winter Collection and I admit that I do have a few favorites. When I was designing this year’s winter collection, I kept going back to the quiet shimmer of those in-between moments between the glamour and sparkle that the winter season is known for. That shimmer inspired me to design a modern take on winter’s shine. Think of today’s essentials for tomorrow’s parties. I’m particularly excited about our new materials in this collection: Genuine Mica, in two rich, undyed colors; Dichroic Glass, which adds iridescence to our favorite genuine stones; and my personal favorite – our new mood stone, which comes in the form of a ring and necklace.

What’s the next step for the Kendra Scott brand? 

We are working to constantly create new pieces for our jewelry and home collections as well as come up with new products that we know our customers will love as we build our brand nationally with new store openings and internationally with amazing global retail partners. We also are continuing to build momentum for our most recent launch, the Kendra Scott Charms Collection. I’m particularly excited about this new collection as it is an extension of Color Bar™, and allows customers to express their personal style and tell their own unique stories through over 300 charms.

Visit the Kendra Scott store at 126 Spring St. 

Editor’s Note: This feature is part of an ongoing editorial series on designer’s retail locations.  Click here to see more.