Rocksbox has made the move to physical retail.
The fashion jewelry brand, which was founded in 2012 as a direct-to-consumer subscription rental service, has opened three stores — with more to come. (Rocksbox was acquired in 2021 by Signet Jewelers, parent company of Zales, Kay Jewelers, Jared and other banners.)
Earlier this month, Rocksbox opened a store in Manhattan’s NoLita neighborhood. It joins the company’s two other locations, both of which opened earlier this year, with one in San Francisco, and the other at Broadway Plaza, in Walnut Creek, Calif.
Four additional stores are expected to open later this year, a company spokesperson confirmed to Chain Store Age, with locations in Atlanta, Los Miami, Los Angeles, and Paramus, N.J. Malls and lifestyle centers figure into the brand’s real estate strategy moving forward.
Rocksbox stores are designed to encourage experimentation and self-expression, the company said. Featuring open-concept displays, vanity mirrors, shopping trays and a central styling table, the space invites customers to try-on and stack pieces.
The assortment includes fashion, demi-fine, fine, and lab-created diamond jewelry, with 18 curated brands.The selection includes in-house lines Rocksbox and Rocksbox Redefined, plus Kendra Scott, Kate Spade, Ana Luisa, Luv AJ, and more. A variety of styles is offered, with most prices points under $300.
“Rocksbox’s curated multi-brand assortment and boutique-like environment are resonating across our target audience of fashion loving self-purchasers, and with the growth currently being driven by this segment of the market, retail is a very exciting opportunity for us as a brand,” said Allison Vigil, president, Rocksbox.
In June, Rocksbox’s parent company, Signet, reported that its first-quarter sales rose 2% to $1.5 billion. Same-store sales increased 2.5%.
Signet operates approximately 2,600 stores primarily under the name brands of Kay Jewelers, Zales, Jared, Banter by Piercing Pagoda, Diamonds Direct, Blue Nile, James Allen, Rocksbox, Peoples Jewellers, H. Samuel, and Ernest Jones
