📦 End of Rental Service
Rocksbox, a direct-to-consumer jewelry company, has announced that it will drop its subscription rental service. Instead, it will rebrand as an e-commerce site, allowing customers to purchase both new and pre-owned designer jewelry. This change will take effect in August, allowing current members to continue using the rental service until then. Rocksbox, which was acquired by Signet Jewelers in 2021, believes the subscription rental model is a barrier for customers who prefer buying jewelry without a monthly commitment.
🛒 Shift to E-Commerce
Rocksbox is expanding its inventory to include popular brands such as Kendra Scott, Kate Spade, Luv AJ, and Zales Jewelers. A company survey last year revealed that 78% of customers are interested in purchasing previously owned jewelry within the next 12 months. This prompted Rocksbox to pivot towards a model that better aligns with customer preferences. “As jewelry consumers continue to shop their values, we are building on our expertise in circular consumption,” said Allison Vigil, Rocksbox president.
💍 History and Evolution
Founded in 2012 by Meaghan Rose, Rocksbox started as a subscription-based business, charging $21 monthly for three jewelry pieces that members could rent, swap, purchase, or return. Over the years, the company raised over $11 million in funding. Signet Jewelers’ acquisition of Rocksbox in 2021 expanded its portfolio beyond mall-based retail outlets. In 2023, Zales collaborated with Rocksbox for a rental program in 50 markets, which has now been paused.
✨ Future Plans
Rocksbox’s move to e-commerce aims to cater to a broader audience. “We’ve increasingly seen customers interested in purchasing the jewelry outright,” Vigil noted. The company is committed to making its collection accessible, removing barriers associated with subscription fees. By offering new and pre-owned jewelry for direct purchase, Rocksbox hopes to attract more jewelry enthusiasts. Vigil added, “We’re opening up our collection to even more jewelry lovers.”
Will Rocksbox's new model attract more customers?
