CollectionsJul 17, 2023
Think Pink With Kendra Scott’s Second Barbie CollectionMajorsAug 23, 2023
Kendra Scott Is Taking a RushTok Favorite on Tour
The brand’s “Elisa” pendant is the star of a college pop-up tour after gaining popularity among potential new sorority members sharing their rush journeys on TikTok.
Kendra Scott kicked off its multi-campus pop-up tour by sharing an augmented reality video showing three oversized “Elisa” pendant necklaces hanging from a dormitory at the University of Texas at Austin.
Austin—With college sorority recruitment season in full swing, hopeful recruits are documenting their journeys on TikTok, a social media phenomenon that’s become known as “RushTok.”
For those unfamiliar with Greek life, the process of seeking to be part of a sorority or fraternity is known as “rushing.” At some colleges, it’s evolved into an ultra-competitive process in which thousands of young women bid for a spot in the sorority of their choice.
Potential new members have been sharing what the process is like via TikTok while also showcasing their OOTDs (outfit of the day) on the popular platform.
Jewelry brand Kendra Scott is an oft-mentioned name in these videos, with its “Elisa” pendant making frequent appearances.
Now, the Austin, Texas-based brand is capitalizing on its popularity among sororities and their Gen Z pledges, announcing the “Hey, Elisa! An Icon Goes on Tour” campaign.
To kick off the multi-campus tour, Kendra Scott shared an augmented reality video via Instagram and TikTok, showing three oversized Elisa pendant necklaces hanging from the Scottish Rite Dormitory at the University of Texas at Austin.
For those unfamiliar with Greek life, the process of seeking to be part of a sorority or fraternity is known as “rushing.” At some colleges, it’s evolved into an ultra-competitive process in which thousands of young women bid for a spot in the sorority of their choice.
Potential new members have been sharing what the process is like via TikTok while also showcasing their OOTDs (outfit of the day) on the popular platform.
Jewelry brand Kendra Scott is an oft-mentioned name in these videos, with its “Elisa” pendant making frequent appearances.
Now, the Austin, Texas-based brand is capitalizing on its popularity among sororities and their Gen Z pledges, announcing the “Hey, Elisa! An Icon Goes on Tour” campaign.
To kick off the multi-campus tour, Kendra Scott shared an augmented reality video via Instagram and TikTok, showing three oversized Elisa pendant necklaces hanging from the Scottish Rite Dormitory at the University of Texas at Austin.
The first stop on the tour will be at: the University of Texas in Austin today, followed by Louisiana State University in Baton Rouge, Louisiana, on Aug. 24; the University of Alabama in Tuscaloosa, Alabama, on Aug. 29; and the University of Georgia in Athens, Georgia on Aug. 31; with two additional dates and locations to follow.
“Students and Kendra Scott fans alike should expect an immersive experience that brings the iconic silhouette to life,” said the company.
At the pop-up, guests will have ample interactive selfie opportunities, with props that include a custom-designed concave mirror in the shape of the Elisa silhouette and Elisa characters.
The brand also created a quiz for shoppers to find out which Elisa pendant best fits their personality.
The first 250 pop-up guests to complete the quiz will receive the pendant.
The now-iconic Elisa pendant first was launched as part of Kendra Scott’s 2014 spring collection.
Designed to be a scaled-down version of the brand’s “Danielle” and “Elle” styles, the petite pendant was a hit with customers, becoming the brand’s bestseller in 2015.
The brand estimated that one Elisa pendant is sold every minute. The popular pendant has been seen on celebrities like Taylor Swift, Simone Biles, and Lucy Hale.
There are more than 300 color options, said Kendra Scott, making the piece easily customizable, a draw for younger shoppers.
“The Gen Z consumer is Kendra Scott’s organic growth engine. This generation loves to wear our jewelry for self-expression and the ‘Elisa’ silhouette is one of their favorite ways to express themselves,” said Michelle Peterson, chief marketing officer at Kendra Scott.
“We are thrilled to deliver this iconic favorite in a fresh new way by popping up exactly where they are – on campus!”
As for other giveaways, the company consulted its “Gems,” its Gen Z collegiate ambassadors, about what should be included for guests in their swag bags, settling on reusable tote bags and straws, koozies and stickers.
The pop-ups will also offer free iced beverages from local coffee shops.
In addition, Kendra Scott will donate 250 pieces of jewelry to each campus’ professional closet to help outfit students preparing for interviews and jobs.
While rushing for a college sorority is not new, the phenomenon that has become “#RushTok” got its start in Alabama in the summer of 2021 as colleges began to reopen after lifting COVID-19 restrictions.
The University of Alabama was at the center of the social media sensation, with “#BamaRush” garnering more than 3.3 billion views on TikTok, according to the Los Angeles Times.
#RushTok generated around 1.5 billion.
The phenomenon also got the documentary treatment from HBO’s streaming service Max, which debuted “Bama Rush” earlier this year.
More on Majors
The Latest
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
Weekly QuizApr 16, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
PodcastsApr 15, 2026
Episode 4: The Natural Diamond DilemmaSally Morrison and Mark Klein discuss De Beers’ first beacon in 16 years and the mistake the industry made with lab-grown diamonds.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
MajorsApr 15, 2026
Spark Creations’ Randy McKenzie Dies at 72 McKenzie spent 45 years with Spark Creations and is remembered for being kind, dedicated, and hardworking.
WatchesApr 15, 2026
These Are the New Rolex Watches for 2026Rolex focused exclusively on the Oyster Perpetual this year, as the model is celebrating its 100th anniversary.
FinancialsApr 15, 2026
Kering’s Jewelry Shines in Q1, Gucci’s Struggle ContinuesThe luxury giant discussed the Middle East conflict and its transformation plans, hinting at a stronger jewelry presence in North America.
SourcingApr 15, 2026
Diamond Club West Coast Names 2026 BoardKalpesh Jhaveri was re-elected as president for a third year.
TechnologyApr 15, 2026
This Jewelry Brand’s Video Series Is Up for a Webby Award“Diamond Divas,” a social media reality series by Shahla Karimi Jewelry, is nominated in the “Best Social: Fashion & Beauty” category.
SourcingApr 14, 2026
De Beers Expands ‘Desert Diamonds’ Beacon Into BridalThe campaign seeks to reignite desire for natural diamond engagement rings by highlighting the “distinct character” of warm-toned diamonds.
FinancialsApr 14, 2026
LVMH’s Q1 Sales Sink 6% Amid Middle East ConflictPlus, how Saks Global’s bankruptcy affected the luxury giant’s first quarter.
SourcingApr 14, 2026
International Jade Summit to Return to MontereyPresented by Mason-Kay Jade, the summit, in its second year, will again be held during the Monterey Bay Jade Festival.
Events & AwardsApr 14, 2026
CBG Releases Details for Las Vegas ShowThe group has announced its lineup of speakers and a new “Rising Stars” pavilion.
CollectionsApr 13, 2026
Uniform Object’s New Jewelry Collection Centers on the ‘Carbon Form’The “Carbon Form” collection explores the contrast between high and low materials, using rubber cord alongside 18-karat gold and gemstones.
Events & AwardsApr 13, 2026
JA Accepting 2026 Impact Initiative ApplicationsThe program provides essential funding to organizations for projects that enhance the jewelry industry.
Events & AwardsApr 13, 2026
Couture Announces New Show in MiamiThe jewelry trade show is launching its first open-to-the-public event in Coconut Grove this November.
CrimeApr 13, 2026
JSA Offers Reward in Oregon Jewelry Store Armed RobberyJSA is seeking information about the gunpoint robbery of a Kay Jewelers location in Oregon’s Washington Square Mall.
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
