Target is continuing its strategy of long-term partnerships with other brands with a new initiative.

The retailer is embarking on a long-term strategic partnership with jewelry brand Kendra Scott, launching Kendra Scott at Target on Oct. 22. The partnership will create a dedicated in-store and online shopping experience for Target customers to shop a Kendra Scott collection exclusively available at Target.

“Kendra has been at this for 21 years now and the company started almost as an exclusive wholesale business,” said Kendra Scott chief executive officer Tom Nolan. “Over the years, we’ve really refined our strategy to make sure we’re putting the customer first and talking to her and him via retail, wholesale and e-commerce. I think Target’s mission aligns with a lot of the things that we believe as an organization. They have great customer experiences, they meet their customers where they are and they have a midwestern sensibility, as we do.”

The strategic partnership is kicking off with the first Kendra Scott collection exclusive to Target. The collection will offer more than 200 pieces across necklaces, rings, earrings, ring dishes and jewelry storage and leverages Kendra Scott’s popular design codes. Prices start at $15, with most pieces retailing for under $40.

The goal of the partnership, according to Nolan, was to continue to bring the Kendra Scott brand to more customers and to offer a more accessible and affordable collection to the Target customer. This goal fits in line with Target’s mission of offering affordable options to its shoppers.

“It was an incredible collaboration with the team at Kendra Scott and the Target team,” said Jill Sando, executive vice president and chief merchandising officer at Target. “They took all of their knowledge of what the consumer loves about their brand and we took our knowledge of what the guest loves about our brand and just found a way to build product that was more accessible, which is what we do and have done with partnerships over the years.” 

Target’s strategic partnership with Kendra Scott is the retailer’s latest with a brand. The retailer also has long-term partnerships with companies such as Ulta Beauty, Apple and Disney, among others. 

“There is a level of ease and inspiration that comes from these partnerships,” Sando said. “The opportunity to be able to buy exclusive Kendra Scott product while you’re in a Target store is something that our guests will absolutely love. We’ve seen success in so many other cases, whether it’s Ulta Beauty or our Apple shops-in-shop — it’s just something that from an inspiration standpoint our guests love.” 

The Kendra Scott at Target shops will open at roughly 150 Target locations across the country. Kendra Scott will be debuting five exclusive collections at Target each year. Through the partnership, Target and Kendra Scott will also be supporting nonprofit organization Nest, which supports the artisan and maker economy through gender equity and economic inclusion.

“We want to meet our customers where they are,” Nolan said about his goals for the partnership. “We want to be a great partner to Target — they’ve been a fantastic partner so far. We want to deliver on their expectations and we want to over deliver on the customer’s expectations. [Target] has a much larger footprint than we do across the country, so from a brand awareness perspective, it certainly checks a lot of boxes of putting our brand front and center with beautifully displayed products in communities that Target is in.”