Razzle Dazzle 'Em

Savvy shoppers sneak a peek at Kendra Scott's chic new South Congress flagship

Savvy shoppers sneak a peek at Kendra Scott's chic new SoCo flagship

Kendra Scott Flagship
The former yarn store has been completely renovated. Photo by Jared Tennant
Kendra Scott Flagship opening
Bumble CEO Whitney Wolfe Herd, Kendra Scott, and Bumble Head of Brand Alex Williamson Photo by Jared Tennant
Kendra Scott Flagship opening
Victoria Andreal and Tiffany Yang pose in front of the "Anything is Possible in ATX" mural. Photo by Jared Tennant
Kendra Scott Flagship
The spacious interior. Photo by Jared Tennant
Kendra Scott Flagship cafe
The new SoCo flagship also features a cafe. Photo by Jared Tennant
Kendra Scott Flagship opening
Brittany Folgate, Leslie Fearka, Mackenzie White, Jane Anne Blount, Kat Kitchen, and Kelsey Hagar Photo by Jared Tennant
Kendra Scott Flagship opening
Kelly Wala and Alyssa Garcia. Photo by Jared Tennant
Kendra Scott Flagship
The new store's interior. Photo by Jared Tennant
Kendra Scott Flagship opening
Taylor Ellison, Robin Emmerich, and Lauren Petrowski. Photo by Jared Tennant
Kendra Scott Flagship opening
The UT Marching Band made a suprise appearance. Photo by Jared Tennant
Kendra Scott Flagship
Kendra Scott Flagship opening
Kendra Scott Flagship opening
Kendra Scott Flagship
Kendra Scott Flagship cafe
Kendra Scott Flagship opening
Kendra Scott Flagship opening
Kendra Scott Flagship
Kendra Scott Flagship opening
Kendra Scott Flagship opening

What: Kendra Scott Flagship opening

Where: 1701 South Congress Ave.

The lowdown: Austin's own Kendra Scott is adding a new jewel to her crown. South Congress' former Hill Country Weavers has been transformed into the jewelry designer's new flagship, a modern, chic space designed to perfectly complement Scott's beautiful baubles and sought-after accessories.

In celebration of the new digs, the Austin designer hosted a decidedly Austin affair on November 15, complete with appetizers from Lamberts and Pure Luck Farm and Dairy, among others; sips from Tito's, Austin Beerworks, and Playa Real Tequila; and a surprise performance by the University of Texas Longhorn Band.

As the business moves beyond the gemstone earrings that made it famous, the new flagship is very much a representation of the new incarnation of the Kendra Scott brand, a business that has steadily grown over the past few years into home goods, gifts, and beauty. While the jewelry is still very much the main attraction, the new SoCo shop also features a colorful bar, cafe, and (heated) patio space.

During the party, guests milled about, snapping selfies in front of the Insta-worthy neon signs and the "Anything Can Happen in ATX" mural, all while DJ Nixx spun the tunes. In true Kendra Scott style, the evening ended with live music and a "unicorn-drawn" carriage.

Who: Whitney Wolfe Herd, Alex Williamson, Brittany Folgate, Leslie Fearka, Mackenzie White, Jane Anne Blount, Kat Kitchen, Kelsey HagarKelly Wala, Alyssa GarciaSteve Hicks, Garland Benson, Charlotte BensonTaylor EllisonKayla Chance, Alex George, Chelsea Martin, and Rachel Holtin.