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
TrendsJul 26, 2024
Piece of the Week: Bea Bongiasca’s ‘Double Loop’ EarringsCommemorate “brat summer” with these green hoops.
EditorsJul 26, 2024
Out & About: A Dispatch from the Nation’s Smallest StateEditor-in-Chief Michelle Graff returns from Rhode Island with thoughts about in-store shopping and a trends report.
Supplier BulletinJul 25, 2024
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionSponsored by Gemological Institute of America
Brought to you by
The End of an Era? Lab-Grown Diamonds' Journey Towards Price StabilityAs the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.
TechnologyJul 25, 2024
Amazon, BBB Sue Website Allegedly Peddling Fake Reviews They claim ReviewServiceUSA.com was selling both positive and negative reviews of products and businesses.
Weekly QuizJul 25, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 25, 2024
De Beers’ H1 Revenue Falls 21% in ‘Weak’ MarketLab-grown diamond sales in the United States and ongoing economic challenges in China are impacting natural diamond demand.
IndependentsJul 25, 2024
Store Designer Ruth Mellergaard DiesA longtime member of IJO, she’s remembered for her passion for design, learning, and environmentalism.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionGIA®’s most advanced microscope has new features to optimize greater precision and comfort.
FinancialsJul 25, 2024
Boucheron, Pomellato Post Double-Digit Growth in Q2 The gains come amid a tough time for parent company Kering, which saw sales slide 11 percent in the first half of the year.
FinancialsJul 24, 2024
LVMH’s First-Half Jewelry, Watch Sales Dip 5%Tiffany & Co. is focusing on its “iconic” collections while the company has made changes at the top at TAG Heuer and Hublot.
MajorsJul 24, 2024
See Chaumet’s Paris Olympic Medals Inspired by its High JewelryThe Parisian brand is the first jewelry company in the history of the Olympic and Paralympic Games to design the medals.
MajorsJul 24, 2024
Jewelers Mutual Acquires Pawnbroker Insurance ProviderUnion Life & Casualty will join JM Insurance Agency Partners, expanding the provider’s pawnbroker coverage.
MajorsJul 24, 2024
Ben Bridge Announces 2024 Lonia Tate Scholarship WinnerLos Angeles-based Bradlei Smith was selected for this year’s award.
ColumnistsJul 23, 2024
Peter Smith: The Case for Optimism in Sales In his latest column, Smith shares multiple reasons why people who look at the glass as being hall full often make better salespeople.
SourcingJul 23, 2024
De Beers’ Production Drops 15% in Q2The company also reported the $150 million sale of an iron ore royalty right, part of its ongoing effort to divest “non-core” assets.
IndependentsJul 23, 2024
Long’s Jewelers Is Giving Away a Luxury Cape Cod VacationThe giveaway is part of the New England jeweler’s summer bridal event.
CollectionsJul 23, 2024
Guzema Debuts ‘Flower Power’ CampaignThe ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.
Policies & IssuesJul 23, 2024
Diamonds Do Good Announces Its 2024 Entrepreneurship Grant WinnersThe grant provided a total of $100,000 to support 13 entrepreneurs from diamond communities in Africa and India.
CrimeJul 22, 2024
Florida Jeweler Shot, Killed Following Argument With CustomerGhazi Michel Osta, or “Gus,” was killed Friday by an 83-year-old man said to be a frequent customer at his store, Volusia Gold & Diamond.
Policies & IssuesJul 22, 2024
JVC’s Elyssa Jenkins-Pérez Joins RJCThe organization also announced Effie Marinos as its new specialist advisor for technical standards, as well as four other appointments.
SourcingJul 22, 2024
AWDC Names Karen Rentmeesters as CEORentmeesters has served as interim CEO since April following former CEO Ari Epstein’s resignation.
IndependentsJul 19, 2024
Longtime D.C. Jeweler Brian Mann Dies at 70Mann, whose family’s jewelry store was located inside the Pentagon, is remembered for being a thoughtful champion of the industry.
IndependentsJul 19, 2024
The 1916 Company Opens New Tudor BoutiqueThe 500-square-foot boutique is located in Denver’s Cherry Creek Shopping Center.
CollectionsJul 19, 2024
Piece of the Week: Messika’s ‘So Move Max’ NecklaceDance all night long with the “So Move Max” set’s necklace.
WatchesJul 18, 2024
TAG Heuer, Hublot Will Have New CEOs Luxury giant LVMH is reshuffling the leadership in its watches division.
MajorsJul 18, 2024
New Etsy Campaign Prioritizes Creators Amid BacklashSellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.
MajorsJul 18, 2024
Swarovski Names Ariana Grande as Its New Brand AmbassadorThe celebrity will star in Swarovski’s holiday campaign.
