Majors

Rocksbox to End Rental Model, Transition to Online Store

MajorsJul 02, 2024

Rocksbox to End Rental Model, Transition to Online Store

Its subscription jewelry rental service will end next month.

Rocksbox box
Rocksbox will end its jewelry rental subscription service next month, transitioning to an e-tailer selling new and pre-owned jewelry.
New York—Jewelry subscription service Rocksbox is ending its rental service next month.

Launched in 2012 by then-CEO Meghan Rose, the company allows subscribers to rent up to three different pieces of jewelry every month for $21, with the option to swap out their picks for something new or buy the pieces.

It was acquired by Signet Jewelers in 2021 for an undisclosed amount, later expanding its fashion jewelry offerings to include demi-fine jewelry and pre-owned fine jewelry.

In December 2022, the company introduced a “buy it now” option to sell jewelry to non-subscribers.  

Starting this month, the company plans to evolve into a solely e-commerce site with no subscriptions involved. 

The site will offer new and pre-owned fine and fashion jewelry by fellow Signet banner Zales as well as designer brands, including Kendra Scott and Kate Spade. 

There will also be styles available that are exclusive to Rocksbox. 

 Related stories will be right here … 

The company said it decided to make the change after noting a growing interest from customers in owning their pieces.  

“We’ve increasingly seen customers interested in purchasing the jewelry outright and adding to their collection, especially styles that are pre-owned and from designers that represent their values,” said Rocksbox. 

“We’ve also seen that the subscription rental model could be a barrier to some customers who are interested in Rocksbox jewelry but not able to commit to a monthly subscription fee.” 

Removing the subscription element will make its jewelry more accessible for some shoppers, it said. 

A 2023 survey by Rocksbox found that 78 percent of consumers were interested in purchasing pre-owned jewelry in the next 12 months. 

The company has seen sales of pre-owned fine jewelry double this year, it said.  

The rental subscription service will continue for existing subscribers through August.

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