Majors

Rocksbox Expands Gender Fluid Jewelry Offerings

MajorsNov 08, 2021

Rocksbox Expands Gender Fluid Jewelry Offerings

The jewelry rental company joins a growing list of businesses moving away from traditional gender labels.

Rocksbox, the jewelry subscription platform recently acquired by Signet Jewelers, has added to its gender fluid jewelry offerings.
San Francisco—Jewelry subscription platform Rocksbox is expanding its collection of gender fluid jewelry.

It joins a growing number of jewelry companies, like Blue Nile and John Hardy, that have introduced lines free of gender-specific labeling.

The company partnered with Rebl for its gender-free assortment, a jewelry brand that prides itself on being “all-inclusive and diverse,” per the brand’s website, with a focus on eco-friendly practices.

Its jewelry is made of hypoallergenic stainless steel and plated in 18-karat gold using a process it said creates less chemical waste than the traditional plating processes.

SEE: Rocksbox’s Gender Fluid Jewelry


It also touts that its jewelry is “waterproof,” meaning it won’t tarnish if customers wear it in the shower or add it to their beach ensemble.

The collection incorporates several on-trend styles, including links, chains, and mixed metals.

"At Rocksbox, we believe that jewelry is a celebration of individuality and self-love that doesn’t need a special occasion and definitely has no gender," said Gina Gorman, vice president of marketing at Rocksbox.

"Our rental model delivers access to a wide collection of pieces to celebrate everyone’s unique style - we see it in the ways our members share their Rocksbox style every day. We’re excited to continue to expand our assortment and sizing options to deliver on our mission to bring the joy of jewelry to everyone."

Rocksbox recently expanded to demi-fine jewelry, which it defines as 18-karat gold-plated over sterling silver jewelry. 

It has also expanded its sizing options, with rings now available up to a size 12.

 Related stories will be right here … 

Other brands Rocksbox offers—like Slate, Sophie Harper, and Rudiment—also offer gender fluid styles.

Launched in 2012 by CEO Meghan Rose, San Francisco-based Rocksbox allows subscribers to rent different pieces of jewelry every month for $21 per month and either swap out their picks for something new the following month or buy the pieces.

Signet Jewelers acquired the company in April for an undisclosed amount.

Editor's Note: This story has been updated to include a quote from Rocksbox's Gina Gorman and an updated description of its demi-fine jewelry.

Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.
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