Kendra Scott

And it was like, I, we're going to change our business model.

We're going to still have our wholesale customers.

We love them, but we are going to focus on direct to consumer.

We are going to build a website that is actually not just information, but e-commerce, not just publicity, but it's actually an e-commerce website.

We're going to create, which we had color bar, which was this customization tool where you could pick the stones you wanted and put it in any setting.

We're going to create that tool online and we are going to open a retail store.

When stores all over Austin were shuttering, I sign a lease for a store with an office above it.

So you'd walk through our retail store to get to our offices.

I was like, this is gonna be our laboratory.

This is how we're gonna learn about our customer.

We're all gonna work in that store.

We're gonna ask her what she loves, what she hates, what she wants more of.

She's the boss.

We have gotta know what she needs and wants so that we can build the best company we can build.

Not knowing that what we were actually doing was going to have this huge retail company.

Because I said, if we're going to do it, I hate jewelry stores.

I hate the way they are.

I hate everything's under glass.

I hate how judgy everyone is when you walk in.

I'm a snobby.