Just a few months after embarking on a rebranding strategy, Rocksbox is opening its first store.
The Signet-owned jewelry brand is opening its storefront on Tuesday at 2208 Fillmore Street in San Francisco, where the 12-year-old brand was originally headquartered. The storefront will showcase Rocksbox’s inventory of 13 jewelry brands, including its two in-house brands and other labels like Kendra Scott, Kate Spade, Lele Sadoughi, Ana Luisa and others. There will also be a selection of pre-owned fashion and fine jewelry available for purchase.
“We wanted the store experience to feel like walking into your friend’s apartment, trying on her jewelry, maybe being exposed to new brands, new styles, trying something new and the opportunity for us to be local to that,” said Allison Vigil, president of Rocksbox. “We’re really thinking about how to activate that environment with some of the relationships and the companies that we can partner with locally to bring that experience to life. It just felt really natural and really right to us.”
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The storefront will offer exclusive styles from Kendra Scott and Joy Dravecky, in addition to a fine jewelry collection created with lab-grown diamonds. The offerings are meant to be accessibly priced, with most styles retailing under $200.
Vigil explained Rocksbox wants the store to be a multibrand destination for fashion jewelry, which the company’s online business is now focused on. She explained Rocksbox’s San Francisco store is unique to other multibrand jewelry stores because of its range of offerings.
“I don’t know that there’s a store out there that offers the range of aesthetics and the range of designer offering that we can bring,” she said. “We also have the ability through being a part of the Signet portfolio to bring some of the resources of the Signet family to bear and to life in the store environment.”
In July, Rocksbox announced a rebranding strategy that included shuttering its rental service. The company transitioned into a full e-commerce platform that offers both new and secondhand fashion, demi-fine and fine jewelry.
The goal behind the rebranding was to target a larger customer base and to expand Rocksbox’s jewelry assortment. Vigil said the new store continues this strategy as the goal is to bring in new customers.
“Our team is hoping to be very responsive to [customer] feedback and use this as an opportunity to understand what they connect with, what they respond to and what are things they’d like to see that we don’t have yet,” she said. “All of that feedback is going to help us build this experience over time. We see it first and foremost, as a great learning opportunity and an opportunity to amplify some of the work that we’re doing to drive brand awareness and get the brand name out there with the physical presence in real life.”
Vigil stated Rocksbox’s San Francisco store is its current focus, and the company will take the learnings from the store to look into opening others in the near future.