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
SourcingOct 08, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.
CollectionsOct 08, 2025
Emily P. Wheeler Shifts Into Neutral for Latest ‘Ombré’ CollectionThe champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.
CollectionsOct 08, 2025
Tsuba Designs Inspire Monica Rich Kosann’s New CharmsKosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.
Brought to you by
JA New York Fall Is Right Around the CornerThe upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.
CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s MurderCarlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.
Weekly QuizOct 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsOct 07, 2025
Jessica McCormack Looks to Sea Spirits for ‘Tempest’ CollectionThe brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.
SourcingOct 07, 2025
Columbia Gem House Announces ‘Opals for Outback Heroes’ FundraiserProceeds from its jewelry raffle will go to a volunteer-run fire and rescue group in the Lightning Ridge area of New South Wales, Australia.
WatchesOct 06, 2025
This Fall, Citizen’s Forecast Calls for RainCitizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.
AuctionsOct 06, 2025
The ‘Rolex That Made Rolex’ Heads to Auction at Sotheby’s The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.
GradingOct 06, 2025
GIA India Names Former De Beers Exec as New Managing DirectorAmit Pratihari was previously the managing director of De Beers India and Forevermark India.
SourcingOct 06, 2025
SoCal 24 Karat Club Integrates Into Diamond Club West CoastMembers of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White MetalsGomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEODiamond industry banking veteran Paul De Wachter will take on the role in January 2026.
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire RingTaylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From VicenzaoroAssociate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.
SurveysOct 01, 2025
Consumer Confidence Hits 5-Month Low in September Respondents were concerned about job availability and rising prices.
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.
MajorsSep 30, 2025
Pandora CEO to Retire in 2026, Hand Reins to CMO Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store ScamTwo men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John HardyThe “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in DallasThe brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.
IndependentsSep 29, 2025
Nina Pugliese, Longtime Henne Jewelers Employee, Dies at 65She was remembered as a creative and generous woman of faith, who also had a sweet tooth.
