Jewelry isn’t just about sparkle—it’s about how it fits into your life, your mood, and your moment. Rocksbox, the brand that disrupted the accessories space with its try-before-you-buy subscription model, is now reimagining the in-store experience. The company officially opened the doors to its New York City boutique at 239 Elizabeth Street in SoHo, marking a major step in its nationwide retail rollout.
Founded in 2012 and now part of the Signet Jewelers portfolio, Rocksbox has grown from a direct-to-consumer disruptor into a full-fledged omnichannel brand. Its in-person boutiques build upon the brand’s mission to make jewelry more personal, more interactive, and more fun to shop.
“We’re seeing tremendous enthusiasm from self-purchasers—shoppers who are buying for themselves, styling for themselves, and doing so with intention. Our curated multi-brand assortment paired with an inviting, boutique-style atmosphere has proven to resonate. Physical retail is the natural next step.”Allison Vigil, President of Rocksbox
At the heart of the SoHo location is an ethos of exploration. The store offers a tactile, boutique-style experience where visitors can browse an 18-brand assortment that spans fashion, demi-fine, fine, and lab-created diamond jewelry. Signature in-house lines—Rocksbox and Rocksbox Redefined—share shelf space with popular designers like Kendra Scott, Kate Spade, Ana Luisa, and Luv AJ. Most pieces are priced under $300, making luxury-inspired accessorizing both accessible and style-driven.
But what sets the Rocksbox retail experience apart is how it invites interaction. Shoppers are encouraged to mix, match, stack, and try-on at leisure. The open-concept layout features vanity mirrors, spacious styling trays, and a communal table that encourages customers to stay awhile. Store associates, trained more like personal stylists than traditional salespeople, are on hand to offer guidance and create looks for everything from everyday wear to special occasions.
The expansion into physical retail arrives at a moment when the appetite for in-person shopping is resurging—especially among Gen Z and Millennial consumers. According to data from Adyen, 73% of Gen Z now shop in-store weekly. The return to brick-and-mortar isn’t just about nostalgia; it's driven by the desire for discovery, ambiance, and community—all qualities baked into the Rocksbox retail concept.
By offering flexible pick-up, returns, and exchanges, the stores also complement Rocksbox’s existing online ecosystem. For long-time subscription users, the boutique serves as a tangible extension of their digital experience—bringing the try-on model to life, no shipping required.
With additional locations already open in San Francisco and Walnut Creek, California, and more expected to follow, Rocksbox is poised to become a national name in experiential jewelry retail.
In an industry that often defaults to tradition, Rocksbox’s approach feels like a reset. Personal style, self-expression, and thoughtful design are prioritized over pageantry. The result is a shopping experience that’s as personal as the pieces themselves—whether you're selecting a stackable ring for yourself or a charm necklace as a gift.
Rocksbox is no longer just a subscription service. It’s a destination—one where discovery happens at every corner, and style is something you define on your own terms.