Majors

Kendra Scott Is Taking a RushTok Favorite on Tour

MajorsAug 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 Elisa Pendant Augmented Reality
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.


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!”

 Related stories will be right here … 

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.

The Latest

Dan and Hope Wixon with dog
IndependentsMar 06, 2025
Wixon Jewelers to Close After 37 Years

First-generation jewelers Dan and Hope Wixon are retiring and will close their Minneapolis-area jewelry store in May.

3.1 Phillip Lim x Guzema Snake necklaces and bracelets
CollectionsMar 06, 2025
Guzema, 3.1 Phillip Lim Collab on New ‘Snake’ Designs

The limited-edition collection, a nod to the Year of the Snake, is Ukrainian brand Guzema’s first partnership with a U.S. brand.

Stephen Barnes
IndependentsMar 06, 2025
Stephen Barnes Is the New Owner of IJO

After more than 50 years, Jeff Roberts is handing over ownership of the organization to IJO President Stephen Barnes.

ja-btyb-topimage.png
Brought to you by
Have a Plan for Emergencies

Emergencies can happen anytime, anywhere , and Jewelers of America has what you need to be prepared for it all.

Borsheims Senior Jeweler Jay Wolff
Events & AwardsMar 06, 2025
Borsheims’ ‘Ike-It’ Award Goes to Jeweler

Senior Jeweler Jay Wolff was named employee of the year.

Weekly QuizMar 06, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Rolex “Starship Gold” circa 1980 alien watch
AuctionsMar 05, 2025
Sotheby's To Auction 51 ‘Alien’ Watches

The upcoming “Area_51” watch sale is a collaboration with heist-out, featuring vintage and modern timepieces with futuristic designs.

92NY Building
Events & AwardsMar 05, 2025
92NY Accepting 2025 Jewelry Artist Residency Applications

The application period is now open for established and emerging jewelers and metalsmiths to apply to the month-long residency program.

national-jeweler_top-image_2.png
Brought to you by
A Diamond ETF is the Way to Reinvigorate Natural Diamond Sales

The jewelry industry faces challenges from lab-grown diamonds. A diamond ETF can restore natural diamonds' value and drive investor demand.

Nethaniel Fuimaono, Sonny Fuimaono, Aaron Fuimaono, Hanson Dang mug shots
CrimeMar 04, 2025
4 Suspects Arrested in Fatal Armed Robbery of California Jewelry Store

Uc Thí Vo, who co-owned Kim Tin Jewelry in Sacramento with her husband of 40 years, was killed during the November 2024 robbery.

Stock image of a gavel
CrimeMar 04, 2025
NYC Diamond Dealer Pleads Guilty to Lab-Grown Diamond Swaps

Manashe Sezanayev pleaded guilty to grand larceny and is expected to receive five years’ probation when he’s sentenced in May.

For Future Reference Vintage 1940s Necklace
TrendsMar 04, 2025
Amanda’s Style File: Peaceful and Powerful Aquamarine

The March birthstone pairs perfectly with hues of Mocha Mousse, Pantone’s Color of the Year for 2025.

Smart Age Solutions CEO Emmanuel Raheb
ColumnistsMar 04, 2025
The Smart Lab: Using Online Events to Supercharge Sales

Emmanuel Raheb shares strategies to prepare for, publicize, and engage the audience during events on platforms like TikTok and Zoom.

Doja Cat and Selena Gomez at the 2025 Oscars
EditorsMar 03, 2025
Drop Necklaces, Archival Pieces Take Over at the 2025 Oscars

From Doja Cat to Mikey Madison and Selena Gomez, many of this year’s Academy Awards attendees donned drop necklaces.

Polished diamonds
Policies & IssuesMar 03, 2025
Customs Indefinitely Postpones Requirement to Disclose Country of Mining

Originally slated to take effect in April, official U.S. Customs and Border Protection documents now show the implementation date as “TBD.”

Woman pushing a shopping cart
SurveysMar 03, 2025
Consumer Confidence Fell in February Amid Concerns About the Future

The recent jump in the prices of household staples, like eggs, and the potential impact of tariffs worried consumers.

AGA Gemological Education Scholarship Program Graphic
Events & AwardsMar 03, 2025
AGA Now Accepting Applications for Its Gemological Education Scholarship

The application period for the program is now open for aspiring gemologists around the world.

Porcupine Quilled 3-Band Earrings
CollectionsFeb 28, 2025
Piece of the Week: Ironhorse Quillwork Earrings

The work of Indigenous designer Joe Big Mountain, these earrings are similar to the pair Lily Gladstone just wore to the SAG Awards.

Memorial ring for Sir Richard Rainsford
AuctionsFeb 28, 2025
300-Year-Old Ring With Ties to Witch Trial Judge Up for Auction

A metal detectorist uncovered the ring created in memory of Sir Richard Rainsford, who presided over some of England’s last witch trials.

20250228_MNQ 2025 Jewelry Trends Forecast.jpg
Recorded WebinarsFeb 28, 2025
Watch: 2025 Jewelry Trends Forecast

Fine jewelry consultant and publicist Francesca Simons joins Amanda Gizzi and Natalie Francisco to discuss the trends set to rise this year.

Winnie Harlow, Kyle Kuzma, Stephanie Gottlieb Fine Jewelry Engagement Ring
TrendsFeb 27, 2025
Model Winnie Harlow Says ‘Yes’ to 3-Stone Engagement Ring

Harlow’s partner, NBA player Kyle Kuzma, worked with Vobara to design the ring, which features oval and pear-shaped diamonds.

Winona Ryder Iman Pandora Campaign
MajorsFeb 27, 2025
Winona Ryder, Iman Star in New Pandora Campaign

The Danish jeweler released the next chapter of its “Be Love” campaign, which celebrates love in all its forms.

Gemfields higher quality emerald auction
SourcingFeb 27, 2025
Gemfields Holds Mini Auction for Higher-Quality Emeralds

The 13 lots on offer were comprised of material that previously went unsold at the miner’s November auction.

JA Learning Workshop logo
Events & AwardsFeb 27, 2025
JA to Host Workshop During Alabama Jewelers Association Convention

The learning workshop and the convention are both scheduled to take place April 26 and 27 in Montgomery, Alabama.

European Union flags
Policies & IssuesFeb 26, 2025
EU Once Again Pushes Back Deadline on Diamond Traceability

The EU, like the U.S., also now will require diamond importers to provide information about where exactly the diamonds were mined.

De Beers CEO Al Cook, Botswana Minster of Minerals and Energy Bogolo Joy Kenewendo
SourcingFeb 26, 2025
De Beers, Botswana Make New Diamond Sales Deal Official

The formal signing of the agreement comes nearly two years after De Beers and Botswana initially announced they had reached a new deal.

Alexander Lacik and Beth Gerstein
Events & AwardsFeb 26, 2025
JFC Names 2025 ‘Facets’ Honorees

The charity will celebrate Pandora CEO Alexander Lacik and Brilliant Earth CEO Beth Gerstein at its annual event in Las Vegas.

National Jeweler columnist Peter Smith
ColumnistsFeb 25, 2025
Peter Smith: Here’s What I Think

Retailers need to have the right merchandise, marketing, and people in place to stay on top in a sea of uncertainty, Peter Smith writes.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy