Project Overview

Class: TXA 341E Accessory Design, Development, and Merchandising 
Team: Grace Mensing, Leslye Ruiz, Meg Ruk, Sohana Parikh, Tyler Miller
Timeline: 14 weeks (2023)
My Role: Team Lead Designer, Videographer, and Photographer
Tools: Qualtrics, Fusion 360, Canva, Adobe Illustrator, Photoshop, Premiere Pro, Lightroom, Google Docs, Sheets

The Brief

Design a 5-piece collection of statement jewelry appropriate for the Kendra Scott (KS) customer, focused on personalization, while displaying an understanding of how that aesthetic can be defined.

The objective for this project is to create a 5-piece jewelry capsule collection that solves the "statement” need for today's jewelry customer. Consider adding a KS flair to some pieces, but not necessarily for all designs in the collection. Include a range of price points from $40-$600 and a variety of materials (brass plated, sterling, or gold, remembering that this impacts costs). One piece will be selected to be produced and benefit the Women's Entrepreneurial Leadership Institute (KS WELI). The intention is to commercialize the winning piece or pieces to be sold in a select network of KS stores.

The Design Approach

1. Researching: Understand the Kendra Scott brand and interview its target market

2. Ideating: Cultivate a product line for the consumer using the Kendra Scott lens

3. Prototyping: Understand the process of 2D development with the application of CAD software to communicate with the production team

4. Marketing: Create marketing materials and a social media campaign based on the original design for the Kendra Scott/TXA jewelry piece

5. Presenting: Pitch the final design supported by consumer research and a marketing campaign to Kendra Scott and VPs

6. Winning: Produce and launch the Eve Linear Earrings

   
   

Jump to Final Result

RESEARCHING

Studying the Kendra Scott Brand

Conducting consumer research

Each member of the team visited a different Kendra Scott store, including the Domain, Flagship, Headquarters, and Dallas stores. We found that prices for pieces ranged from $40-$200. Their target market is Gen Z and Millennial women. We broke down the five senses a customer would feel when shopping in-store. The Color Bar is a quick, 10-minute process for customers to customize a piece of jewelry. Some comparable brands are Gorjana and Kate Spade.

Qualitative and Quantitative Data

Demographics Overview

After our in-store visits, we created a Quadraltics survey to gather data from our network to formulate insights that would drive our designs.

Purchasing Preferences

Style Preferences

Keyword Preferences

Focus Group

We conducted a focus group on Zoom and asked our 4 participants (women ages 18-23) the following questions:

1. Tell me a little about yourself and your relationship with jewelry (what, where, when, why)

2. What styles of jewelry do you prefer to wear and why?

3. Where do you tend to buy your jewelry? When do you find yourself buying new jewelry?

4. What are your favorite jewelry items you own and why?

5. When purchasing jewelry, are you typically buying for yourself or gifting to someone else?

6. As you get older, do you find yourself investing more in trendy or timeless pieces of jewelry? Why?

7. What materials do you prefer when buying jewelry for yourself? (ex. Gold, silver, etc.) Why?

8. Do you prefer jewelry that can be customized and/or can be worn in different ways? Why?

9. Do you like jewelry with gemstones or other embellishments?

10. Do you lean towards a more minimalist jewelry aesthetic, or do you like more maximalist/statement pieces? Why?

11. What comes to mind when you think of the jewelry brand Kendra Scott? Pricepoint, overall aesthetic, customer?

12. What do you think of when you hear statement jewelry?

13. How much are you typically willing to spend on a jewelry piece?

14. Are you willing to spend more for better quality?

We concluded that jewelry is an everyday item, so women are willing to invest. Customers prioritize high-quality materials and classic designs. They enjoy a minimalist and elegant aesthetic. Statement jewelry is an ambiguous term, but we repeatedly heard the word eye-catching associated with it. We need to find the perfect marriage between a statement piece and everyday wearability.

Word Map of Keyword Statement Preferences

Takeaways

These are the initial ideas we came up with after conducting our research, and further questions we had:

• What types and colors of stones does Gen Z like? Will it be the same in a year?

• What materials will work best with our target consumer's budget?

• Can dainty be considered a statement? Can we make a simplistic statement piece?

• Although versatility in a piece is a plus, does the consumer consider that aspect when deciding whether to purchase a piece?

We culminated our research to create our customer persona: Margaret.

IDEATING

Finding an Aesthetic

Inspired by the natural shapes and southwestern origins of Kendra Scott

As a group, we came together to make a moodboard before sketching. What's more timeless than nature itself? We wanted to incorporate natural motifs into each piece, which led us down a Western theme. Kendra Scott had just released their new brand, Yellow Rose, a tribute to Texas and a broader expression of Western independence and strength. Each collection draws on the enduring codes of the West while inviting a new generation to interpret them in their own way. This aligned with what we found in our consumer research.

Questions we considered when designing:

• What does/should statement jewelry look like today?

• Across various generations/age groups?

• When is it relevant?

• Time and place/events? Always?

• How is it worn?

• Is it large, is it small and expensive, minimal and stark, is it a layering self-expression?

Moodboard

Exploration Sketches

My Sketches

The Lineup

Line Architecture

Comparative Pricing

Gen Z wants to invest in jewelry in the $75-$150 price range. Our jewelry pieces will be made from brass and plated in gold and silver. We based the pricing on our research of existing Kendra Scott pieces and comparative brands.

PROTOTYPING

Building Low-Fidelity Pieces to Understand Scale

3D Printing in the Engineering Education and Research Center

After learning Fusion 360, we took our files to Invention Works, a fabrication lab on UT's campus, where we were trained how to use the 3D printers. After printing a simplified version of the Leslye Bracelet, I realized the importance of scale and how it translates from a computer rendering to real life. I used these insights to make adjustments to the sizes of each piece. I then used clay and a Kendra Scott Elise necklace to create a prototype where we could conceptualize the correct sizing for a statement earring. I needed to find the balance of weight so it would not drag on the ear while still being big enough to be considered a statement piece.

Meeting with our CAD Designer

The Kendra Scott executives chose their favorite piece from our lineup, so we could move forward and focus on one piece for the rest of the semester. They loved the Eve Vintage Drop Chain Earrings. On Zoom, we met with our CAD designer, Claire Peterman, and worked with her in Rhino to make our piece come to life.

Design Goals

The Eve Vintage Drop Chain Earrings provide an affordable, yet glamorous option for women to wear on a night out, allowing them to celebrate the beauty and culture of the South while expressing their individuality.

Design Background

The Eve Vintage Drop Chain Earrings pay homage to the Southern charm and sophistication while embracing the bold and fearless spirit of today's young women. With its unique combination of elements, it encapsulates the essence of a Southern night out with a twist of contemporary flair. The earring features a delicate pearl, a symbol of beauty and resilience, adorned with shimmering gemstones that catch the light and cast a magical glow.

Whether you're heading to a vibrant rooftop bar, a lively country dance, or a chic urban soiree, the Eve Vintage Drop Earrings add that perfect touch of southern grace and a hint of glam to any outfit. Elevate your style, embrace your heritage, and leave a trail of admiration as you step out with this statement earring that's as unforgettable as you are. It's time to channel the timeless allure of the South while making your unique mark on the world.

Final CAD Renderings

By Claire Peterman, 3D Design Assistant at Kendra Scott

Spec Sheet

We decided to make the chain that hangs behind the ear as small as possible to easily slide through the piercing hole while not taking away from the front of the earring.

MARKETING

Launching Our Product

Encouraging women to feel empowered with elegance

For the logistics, we would run a social media campaign on Instagram, TikTok, and YouTube using photos and videos from the shoot in early Fall 2024.

Target Audience:

• Gen-Z women aged 18-26

• Individuals who identify with the Southern lifestyle and aesthetics

• Budget-conscious shoppers looking for affordable yet stylish earrings

• Fashion-forward individuals with a penchant for trendy and statement accessories

• Active on social platforms such as Instagram, Pinterest, and YouTube for fashion inspiration and shopping trends

Our objective is to display powerful feminine energy and promote themes of empowerment and elegance through wearing the Eve Linear Earrings. Our model should embody this elegance and be styled in a feminine Western look. The first location will be at an old barn in an open field, with the model wearing Western workwear. The second location will be at a local dive bar, with the model wearing a relaxed going-out look and extras in stylized western outfits. By highlighting the versatility of the product and seamlessly tying in inspiration with Kendra Scott's aesthetic, this will emphasize the powerful and elegant feminine energy the Eve Linear Earrings create for our target audience.

Inspiration for Photoshoot

Product Photoshoot

Model: Mia Duffy

Shot on Canon EOS Rebel T5i 50mm

YouTube Campaign Video

Instagram Campaign

TikTok Campaign

Email Campaign

Website Mockup

Elevate your style and champion women's empowerment with our dazzling Elise Vintage Drop Chain Earrings! These handcrafted gems not only exude confidence but also serve a noble cause. The proceeds from each purchase support the Kendra Scott Women's Entrepreneurial Leadership Institute, fostering the growth of female entrepreneurs and leaders. With each pair you wear, you not only make a bold fashion statement but also invest in women's economic independence and leadership development. These earrings are a testament to the strength and determination of women everywhere, symbolizing empowerment and making a tangible difference in the lives of aspiring female leaders. Join the movement, wear your Eve Linear Earrings with pride, and shine a light on the path towards a brighter, more inclusive future for women.

In-Store Activation

Kendra Scott Flagship store will host a launch party with themed cocktails and mocktails, including ranch water and berry bourbon lemonade. Attendees can take photos with their earrings in front of the Western-themed balloon arch. Our group will answer questions about the design and class experience. Attendees will be encouraged to post a picture with their friends using the hashtag #empowerwithelegance and tagging @kendrascott to be entered to win a pair of earrings. Kendra Scott will repost on their story.

PRESENTING

Pitching Our Design to the Kenra Scott Mentors

Culminating all our research, designs, prototypes, and marketing ideas into a final presentation

We presented to the KS mentors and received compliments and insightful feedback. With more time and resources, I would focus on iterating the marketing campaign and in-store activations more. I was the only one on my team to make all the marketing assets, so I was unable to polish and refine my designs to my standard.

Kendra Scott Mentors:
Amy Dalton - Senior Manager, 3D Designer
Amy Hayson - Senior Director of Creative Services
Breanne Ferrell - Director of Merchandising
Cheryl Mills Knight - Senior VP of Brand and Culture
Cy Bruce - Social Media Manager
Erin McCarthy - VP of Merchandising, Planning, and Allocation
Jessica Ciarla - Associate Professor
Kendra Scott - Founder
Laura Bozoian - Chief Global Supply Chain Officer
Leah Lucus - Senior VP of Design
Michelle Egan - Senior Manager of Design and Trends
Sheena Wilde - Senior VP of Philanthropy and Culture
Lauren Zarzour - Senior Director of Paid & Owned Marketing

The Whoop It Up Dream Team

The Final Deck

Scroll through our final deck presented to Kendra Scott herself.