Summary
The Dallas Cowboys Cheerleaders (DCC) have officially added Kendra Scott Bella Stud earrings to their iconic uniform, marking the first time the squad has uniform earrings. This collaboration, part of Scott's wider Dallas Cowboys collection, has been a massive success, selling out repeatedly and attracting new customers. Designed to complement the uniform, the earrings provide "uniformity from head to toe" for the cheerleaders and offer fans an accessible way to connect with the legendary squad. This partnership, among others with brands like Charlotte Tilbury, underscores DCC's expanding global brand, empowering women and inspiring fans worldwide. The accessible earrings allow anyone to feel part of the team's magic and legacy.
Show More
The Dallas Cowboys Cheerleaders have a major update to their iconic uniform this football season.
The Dallas Cowboys Cheerleaders have a major update to their iconic uniform this football season.
As Netflix’s popular America’s Sweethearts docuseries shows, not many get the chance to wear the iconic blue and white Dallas Cowboys Cheerleaders uniform—though many certainly try.
Now, though, anyone with $85 and a little patience can bring a piece of the DCC uniform right into their jewelry box and their daily accessory lineup. The squad has added a new element and a major change to its uniform this season—Bella Stud earrings from jewelry designer Kendra Scott, to be worn by every cheerleader, every game. This is the first time the team has had uniform earrings, and Scott, a Texan herself, was an understandable choice.
The collaboration is going gangbusters—it has sold out twice, and currently has a wait list for its third drop. While this is the DCC’s first uniform earring, the Bella Stud is part of the third season of Kendra Scott’s Dallas Cowboys Inspired Collection, which features numerous other pieces, ranging from statement necklaces to other styles of earrings (think cowboy boots and five point stars), cuff bracelets and even a $2,400 lab grown diamond Dallas 14K white gold pendant necklace, if you’re looking to spend a little extra.
Kendra Scott’s partnership with the Dallas Cowboys began in 2019 and expanded in 2025 with the launch of a gameday pop-up shop at AT&T Stadium, the Kendra Scott Lounge. (Beyond that, Scott herself and Charlotte Jones, chief brand officer and co-owner of the Cowboys, have been longtime friends.) The brand tells me that 33% of purchases of the Bella Stud have come from new customers—proof of a successful collaboration.
Camille Sturdivant, who is beginning her fourth season as a Dallas Cowboys Cheerleader, is one of the faces of the Kendra Scott campaign, alongside squadmates Kylie Dickson, Allison Khong and Jenna Waller. Over Zoom, Sturdivant tells me that earrings were allowed to be worn by cheerleaders before the Bella Stud—but the new synchronicity in this accessory has become the last piece of the uniform “that has unified all of us.”
MORE FOR YOU
Enes Kanter Gets Ejected From WNBA Game After Confrontation Amid Transgender Player Controversy
‘Lanterns’ Episode 2 Review: This Should Have Been A Binge Release
Trump Defends AI Data Centers—Says Opposing Them Is A ‘Mistake’ And ‘Smart Ones’ Want Them
“This has not only elevated the standard, but united us even more in having uniformity literally from head to toe,” she says.
The opportunity for uniformity extends beyond just the 36 members of the team. Sturdivant and her mother recently stopped by a Kendra Scott store because her mom wanted her own pair of Bella Studs in her collection. “And we found that it was sold out, which is incredible, but also just a reminder of how impactful this partnership has been off the field, as well,” Sturdivant tells me.
Passport: Explore the finest destinations and experiences around the world in the Forbes Passport newsletter.
By signing up, you agree to receive this newsletter, other updates about Forbes and its affiliates’ offerings, our Terms of Service (including resolving disputes on an individual basis via arbitration), and you acknowledge our Privacy Statement. Forbes is protected by reCAPTCHA, and the Google Privacy Policy and Terms of Service apply.
“What makes this collaboration so special is that it’s not necessarily about changing the uniform, but more so enhancing the uniformity and bringing something that’s already iconic into a recognizable form across the world in the earring,” she adds. Beyond a deeper level of uniformity within the squad, now anyone can feel like they’re a part of the team.
“Everybody can have the Bella Stud and feel as magical and as iconic as we do putting on the uniform,” Sturdivant says.
“Complement the Uniform but Not Compete With It”
The crystal design of the Bella Stud earrings was inspired by Texas stars, stadium lights and the energy of gameday, according to Kendra Scott. Kelli Finglass, director of the DCC, explained that, when it comes to the cheerleaders’ uniform, “every line, every color and every stitch has a purpose. When you include a piece of jewelry, it isn’t about decoration, it’s about intention. The best accessories don’t distract from the uniform, they refine it.” The new earrings, she added, “is like a final touch that makes the whole picture feel complete.”
I chatted with Kendra Scott’s chief marketing officer Michelle Peterson over Zoom on the same day that Netflix announced it had renewed America’s Sweethearts for a fourth season. When designing the Bella Stud for the squad, “part of the design approach was to complement the uniform but not compete with it,” she tells me. “We feel like it just is a small detail that adds to the story of creating these iconic uniforms that recognize the achievement these wonderful women have accomplished.”
Kendra Scott and the DCC share a lot of values, Peterson tells me—from fashion to legacy to women’s empowerment. And, Peterson adds, “We obviously share Texas roots, which is important.”
Scott, Peterson explains, “has always been interested in this intersection of fashion and sport,” with Peterson remembering Scott telling her, “I don’t want to wear the ugly jersey. I want something cute and fashionable to support my team.”
The Bella Stud was designed to be multigenerational, able to be worn by everyone from a grandmother in Seattle, Washington to a college student in Miami, Florida to a Dallas Cowboys Cheerleader. The work paid off. “It’s pretty broadly appealing,” Peterson says. “And that’s why we can’t keep it in stock.”
When Peterson saw all 36 cheerleaders wearing the Bella Stud for the first time, “powerful” is the word that comes to mind, she tells me. “Seeing that just brought it to life,” she adds. “This was a distinctive style that now is part of their identity, and it’s a pretty cool merging of those things.”
Scott, founder and chief executive officer of her namesake brand, launched the company in 2002 with $500 in seed money. Per WWD, as of 2023, sales totaled about $500 million. In speaking to both Sturdivant and Peterson, both speak to how the Kendra Scott brand and the Dallas Cowboys Cheerleaders brand “unite on so many common principles of just supporting community and Texas and womanhood and femininity and details,” Sturdivant says. “There have been so many overlapping principles that I think it was just an obvious choice to combine and find a piece of jewelry that would resonate with not only the cheerleaders, but our communities and everybody as a whole.”
In describing the DCC, Peterson says the team is “inspirational, it’s exciting, but they’re also very accessible and attainable. And you see that in their vibe and their culture and in the [America’s Sweethearts] show. So we just match so well in that way.”
“Our Role Is to Inspire Those That Want to Be in the Boots”
The Kendra Scott collaboration is just one of many partnerships that the Dallas Cowboys Cheerleaders have established. The squad’s iconic custom western boots are made by Lucchese; BabylissPRO serves as the team’s official hairstyling tool partner. They have an official tanning and skincare partner in Palm Beach Tan, and KISS Products is the squad’s official lash and beauty sponsor. Smile Express is the team’s official “smile alignment” and dental sponsor, and Tangerine Salon in Dallas is the DCC’s official salon partner, providing hair care, hair color, and hair extensions for makeovers and gamedays.
In 2025, beauty brand Charlotte Tilbury became the DCC’s first-ever official beauty partner, supplying makeup, skincare and fragrance for the team (there are even on-site touchup stations at AT&T Stadium).
Long before their partnership became official last year, Tilbury—who is not just the founder of her eponymous brand but also its president, chairman and chief creative officer—previously told Forbes that she was inspired by the DCC, and spent ample time looking through the team’s archives dating all the way back to the 1970s. “They showcase the ultimate glamour, high fashion and style alongside performance, precision and endurance,” Tilbury said. Calling the squad “athletes at the top of their game,” she said that they demonstrate “dedication, excellence and innovation in all they do—qualities that resonate strongly with me.”
“When you think of timeless beauty, you think of the DCC—they’ve earned the title of America’s Sweethearts for a reason,” she added.
Jones previously told Forbes of Tilbury that “We’re both all about creating opportunities and experiences that resonate with people. That’s what made this partnership feel like such a natural fit—coming together around a shared purpose and making a positive impact in a way that feels authentic to both sides.”
Both sides of the partnership benefit—the DCC, Jones said, is “looking forward to learning from Charlotte Tilbury’s bold, fresh perspective on beauty and the way they use it as a tool for self-expression. In turn, we hope to share how the Dallas Cowboys Cheerleaders uplift others, whether through our performances, outreach or the strong sisterhood at the core of what we do. When women support each other, incredible things happen. It sparks a ripple effect that breaks down barriers, builds connection and redefines what’s possible.”
“That’s the kind of shared energy we believe in, and we’re excited to grow from it together,” Jones continued.
Sturdivant tells me that partnerships with brands like Kendra Scott and Charlotte Tilbury are “super empowering,” because collaborations of that caliber “just shows the impact of the program and also honors the legacy of the DCC that came before.”
“There have been so many women and important figures that have established and gotten DCC to where it is today, to be eligible for partnerships like these to collaborate with these global brands,” she adds. “So it’s really impactful for me to be part of the next step, changing the future and just building the program to become even larger than what it’s been and reach more people.” She adds that these partnerships allow the team to “expand our scope and connection with the community.”
After all, Kendra Scott and Charlotte Tilbury are global brands—but now, so are the Dallas Cowboys Cheerleaders. “At the end of the day, our main job is to entertain and excite football fans and support the Cowboys,” Sturdivant says. “But beyond that, our role is to inspire those that want to be in the boots and the earrings and the makeup and representing the uniform one day.”
So, while the custom boots, white hot pants and a spot on the squad may not be readily available to everyone, thanks to a pair of earrings, anyone, anywhere can emulate one aspect of the cheerleaders’ iconic uniform in their daily life—thankfully no jump splits or “Thunderstruck” choreography required.