Fall of 2020 is upon us, even in our great state of Texas. Though this year will undoubtedly be a little different, even with so many temporary changes, some traditions still shine bright.

And, talking of shining brightly, Kendra Scott’s new line is officially launched, with waves following through October. Family, fashion and philanthropy are all things that are not cancelled, and Scott’s brand is here to make sure of it.

Scott’s empathetic approach to the pandemic is definitely helping to create some extra sparkle across the country, as her multi-million dollar enterprise has donated more than $400k through sales of her Everlyne friendship bracelet within the Kendra Gives Back program.

Layers of chain link, rich gold tones, and a luxe stone palette are all on trend for Scott’s fall line this year. Geometric shapes and eclectic details give the new pieces a polished and playful feel. Adding sparkle is still timeless and essential, and deep rich colors, including this year’s classic blue Pantone color of the year –  a cobalt howlite – are a large part of the palette.

“Our goal every season is to surprise and delight our customers,” says Scott. “To create timeless pieces, we look at things that we are inspired by and then we layer everything, using color first as a guide, and then looking at the shape.”

Each new line is designed to layer well with classic Kendra pieces, including pieces designed 10 years ago, while adding something new and exciting. Statement pieces that really help a classic black dress pop and transition from one look to another are top priority, allowing for versatility for those who are wearing the jewelry.

Taking a vintage approach, this year’s fall line includes settings that are ‘50s, ‘60s and ‘70s inspired, hammered with texture and depth, now including vintage gold and vintage silver, in addition to rose gold, traditional gold and traditional silver.   

As the jewelry line evolves, every new piece has subtle hints of classic, custom, recognizable shapes. For example, if you look closely enough, you’ll notice the Danielle shape is included in some of the newer chains. (For those new to Kendra Scott, the long six-sided Danielle shape is the first piece of jewelry that became popular in Austin after Scott launched her jewelry line in the early 2000s.)

The new Frieda earrings are modeled on a slim Danielle shape. Not super heavy, timeless and elegant, Scott’s team says they are designed to look good on every face shape. The earrings are named after Scott’s friend, actress Frieda Pinto, who also played a role in the launch of the Kendra Scott Women’s Entrepreneurial Leadership Institute at the University of Texas last year. A less-known fact – all of the jewelry pieces in Scott’s line are named after specific women.

“We name them after women that we love. Women that inspire us. Women that are givers. Women that are customers. Women that are doing phenomenal things. Women that we just adore and love,” says Scott. “They all have reasons for being named.”

With this year in mind, statement earrings and pieces can look especially great on a video call. “Zoom is a great opportunity to wear jewelry that makes you feel great,” says Scott.

Positivity during the pandemic is something Scott has become known for with multiple charitable and giving initiatives. “As a company we always try to be that yellow bright spot with a way to spread joy,” explains Scott. “When you give, there’s nothing more rewarding in the world than seeing that what you are doing is making a positive impact on other people.”

The Kendra Scott fall line is available for purchase in-store, online and in select retail shops, such as Nordstrom, Neiman Marcus, Bloomingdale’s, Dillard’s and Von Maur. The jewelry line is also available on Amazon.

Cover photo courtesy Kendra Scott, LLC

Britni Rachal lives in Austin, Texas. She is a freelance journalist and a full-time marketer. In addition to writing, Rachal enjoys traveling, event planning, fashion, fitness and serving the Austin community.