MajorsSep 06, 2023
Brilliant Earth Opens First Indoor Mall-Based ShowroomsMajorsSep 14, 2023
Kendra Scott Heads to Target
With prices starting at $15, the Kendra Scott at Target collection launches next month.
A rendering of a dedicated space for Kendra Scott’s new exclusive collection for Target
Minneapolis—Kendra Scott has signed a deal with Target to begin selling its jewelry on the retailer’s website and in select stores this fall, the companies announced this week.
The “Kendra Scott at Target” collection will be available starting Oct. 22.
It will feature more than 200 new pieces that are exclusive to the retailer, including necklaces, rings, and earrings as well as jewelry accessories, like ring dishes and jewelry storage.
The pieces will be 14-karat gold over brass, as well as other metals, with gemstones. Prices start at $15 and go up to $60, with most pieces retailing for under $40.
The partnership with Target is the latest in a series of major developments for the popular Austin, Texas-based jewelry brand.
Kendra Scott debuted its first watch collection in 2022 and then rolled out a collection of engagement rings set with lab-grown diamonds a short time later.
The brand also collaborated with Mattel on Barbie capsule collections, including one that came out this year ahead of the “Barbie” movie, and is capitalizing on its popularity among college-aged young adults with a campus tour that includes an augmented reality component.
A selection of Kendra Scott’s “Emma” pieces. Prices range from $15 to $60, with most of the jewelry retailing for under $40, said the companies.
The Kendra Scott at Target collection, which will include “bold and trendy statement pieces,” is set to launch Oct. 22.
“Family, fashion, and philanthropy are the guiding principles of the Kendra Scott brand, and closely connect to Target’s purpose of bringing joy to all families,” said Kendra Scott, founder, executive chairwoman and chief creative officer of Kendra Scott.
“We partnered with Target as they have a strong presence in our local communities, the place that matters the most to us. Together, we’re introducing a quality, style-forward collection and celebrating both brands’ shared commitment to our communities.”
For Target, its partnership with Kendra Scott is the latest in a line of collaborations with well-known brands such as Apple, Disney, Ulta Beauty, and Levi’s.
Jill Sando, executive vice president and chief merchandising officer at Target, said the Kendra Scott pieces are “exactly the kind of affordable joy our guests are looking for when they shop at Target.”
“Target is known for democratizing style and I’m so proud of how our strategic partnership with Kendra Scott builds on that legacy of making great design accessible to all,” she said.
The collections will be refreshed multiple times a year, said the companies, with some styles carrying over from season to season.
Customers can shop the collection online through a “dedicated brand experience,” which will highlight top picks from the collection and share style inspiration.
In select Target stores, there will be a Kendra Scott section within the jewelry and accessories department featuring styling mirrors and other features.
Target stores in Edina, Minnesota; Katy, Texas; and the Austin Arboretum in Texas will be flagship locations for the partnership, stocking an expanded collection.
To kick off the partnership, the flagship stores will host in-store activations on launch day, Oct. 22.
Editors' Picks
Sponsored by
More on Majors
The Latest
EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in BusinessThe third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.
Events & AwardsAug 24, 2026
Rio Grande, MetalWerx Host Argentium Silver WorkshopThe class, led by renowned metalsmith Cynthia Eid, highlighted Argentium silver as an alternative to gold amid high prices.
Events & AwardsAug 24, 2026
JIS Miami Opens Fall 2026 RegistrationThe show is slated for Oct. 16-19 at the Miami Beach Convention Center.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CollectionsAug 24, 2026
Francesca Villa Honors Napoleon, His Empresses In New CapsuleThe “Empresses” capsule uses 19th-century medals depicting Napoleon, Joséphine, and Marie-Louise across five one-of-a-kind pieces.
Weekly QuizAug 20, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRFThe retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.
WatchesAug 21, 2026
Bremont Names Former Vacheron Constantin Exec CMODaniel Bing was formerly the marketing director for the Americas at Vacheron Constantin.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship WinnersThe five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.
CrimeAug 18, 2026
Thieves Snatch $1M in Jewelry From New Jersey Jeweler9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner’s Tequila Brand Collab on GiveawayThe jeweler has partnered with 818 Tequila to gift lab-grown diamond studs to a bride-to-be and their bridal party.
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The MetThe exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.
CollectionsAug 17, 2026
Marquise Diamonds Dance in Spinelli Kilcollin’s ‘Wren’ CollectionMarquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to FloridaThe inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace ColorThe reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
