Rocksbox steps into brick-and-mortar retail

Jewelry retailer Rocksbox is making its move into brick-and-mortar with the launch of its latest retail stores in New York City and the San Francisco Bay Area.

The new boutiques aim to encourage experimentation and self-expression, with open-concept displays, vanity mirrors, shopping trays, and a central styling table. 

The stores offer curated selections from 18 jewelry brands, including Kendra Scott, Kate Spade, Ana Luisa, Luv AJ, and the company’s in-house lines, Rocksbox and Rocksbox Redefined. Most pieces are priced under $300, spanning fashion, demi-fine, fine, and lab-created diamond collections.

“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, Rocksbox president. 

Born as a try-on subscription service, Rocksbox—now part of the Signet Jewelers portfolio—has evolved into a full-fledged retail platform offering tactile shopping experiences tailored to the needs of modern consumers.

The New York SoHo location, located at 239 Elizabeth Street, is now officially open joining existing stores in San Francisco and Walnut Creek, CA. Looking ahead, Rocksbox is expected to open stores nationwide throughout 2025 in high-traffic metro areas such as in Los Angeles and Miami.