Kendra Scott’s Latest Concept Has Landed in Nashville: Apparel, Craft Cocktails & More
Take a look inside Kendra Scott's new concept in 12 South. Yellow Rose offers apparel, jewelry, stunning interior design ... and a cocktail bar in the back! Image: BFA / Jason Lowrie
Kendra Scott just expanded her Nashville footprint to include a new retail and hospitality concept in 12 South. Yellow Rose, Kendra’s Western-inspired apparel and accessories brand, is housed in an immersive buildout in the Ashwood Building, located at 2212 12th Avenue South. The space is decked out top to bottom in barn wood, curated antique decor, a collection of both new and one-of-a-kind vintage pieces, and even a 40-seat cocktail bar in the back — named for Kendra’s beloved horse, Beau. We caught up with Kendra for a look around the shop and into the deeply personal inspiration behind it.
Kendra’s signature jewelry designs are beloved throughout the South, but she’s always dreamed of designing “from brim to boot.”
“I wanted to do fashion since I was a little girl. My aunt was a fashion director for a department store … she’d come home from all the shows, and she’d show me the runway collections and slides in our basement, and I was obsessed,” says Kendra. “I couldn’t sew to save my life, but I took some jewelry-making classes. I started in jewelry because that’s what I could actually make with my own two hands. I literally started with a box of stones and some wire, 25 years ago, out of my bedroom … but I have always wanted to do brim to boot.”
And Yellow Rose is brim to boot, and then some.
As you make your way through the store, you’ll find a mix of apparel, new and vintage jewelry, bags, boots, and of course, wide-brim hats — with plenty of room for creativity. You’re invited to select your own stones for jewelry at the Color Bar or customize your hats and boots with personalized brands and accessories.
The interior design is layered with carefully curated “Western chic” elements that manage to feel homey and luxurious at the same time. But beyond that, there’s an element of authenticity that sets the whole concept apart.
Though Kendra was born in Wisconsin, she relocated to Texas at age 16, and that’s where her roots are — her ranch, her horses, her 1970s Ford truck. Kendra lives that quintessentially Texan lifestyle, and that’s where she found the inspiration for Yellow Rose.
When Kendra landed in Texas at 16, her stepfather was waiting to welcome her at the airport with a bouquet of yellow roses, and he gifted her with a bouquet on her birthday every year after that, until he passed away.
“He was such a tremendous person in my life, and his dream was to have a ranch. So when I was able to buy a ranch myself and have that success, I knew I wanted to name it Yellow Rose,” says Kendra. “When he passed away, we covered his casket in yellow roses. Every time I see one, it speaks his name to me … he was such an inspiration. He told me, ‘Do what you love. Do it with everything you have. You have a very short time on this earth, and you’ve got to make it count, sweetheart.'”
“Everything in this brand and business has a story behind it,” adds Kendra. The yellow rose (a nod to her late stepfather), her favorite boots (named for her barn manager, Sarah), and even the bar in the back of the shop, named after Kendra’s beloved horse, Beau.
Beau’s Bar marks the brand’s official foray into hospitality. The bar boasts a menu of Texas-inspired craft cocktails, beer, and wine. And every cocktail was specifically created to be just as delicious served without alcohol.
“I wanted a place for community. I don’t care if you buy anything,” says Kendra. “I want you to just come and hang out here.”
The next time you’re in 12 South, go to Yellow Rose for the fabulous Western-inspired apparel, vintage jewelry, and stunning interior design — but stay for the vibes.
Welcome to Nashville, Yellow Rose!
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Alissa Harb
Alissa Harb is StyleBlueprint's Managing Editor, based in Nashville. A lifelong Tennessee native, Alissa has over 13 years of experience in digital media and loves writing about food, travel, and entertaining. She is a lover of dogs, true crime, and ordering for the table.