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
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
IndependentsJun 02, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
