Signet Jewelers is continuing to mix and match its growing stable of brands.
Demifine by Rocksbox, a new collection put together by the subscription service, is now being offered in 50 Banter by Piercing Pagoda locations and on the Banter website. That comprises about one-tenth of the kiosks and stores in the 500-door chain.
Signet purchased San Francisco–based Rocksbox in 2021. It has owned Piercing Pagoda—which is being rebranded as Banter by Piercing Pagoda—since 2014, as part of its purchase of Zale Corp.
“There’s a very natural alignment between our two brands,” Carolyn Estebez, Rockbox’s senior director of merchandising, tells JCK. “Their customer is very fashion focused.”
Estebez says that the Banter team “shared some great information about what performs well in their store. They were excited to be able to broaden their offering within [the demifine category.]”
Rocksbox’s 15-piece collection includes sterling silver and 18k gold–plated offerings that provide more of a “luxe positioning,” Estebez says.
The items all come with information about Rocksbox, Estebez notes.
“There’s a brand-awareness play with us being positioned within Banter,” says Estebez. “By buying these items, customers are not purchasing a Rocksbox subscription, but we are giving them a taste of what we have on offer.
“We are testing the waters with this,” she adds. “We want to continue this [collaboration] in a broader way.”
She says that Rocksbox has also discussed possible partnerships with other Signet banners.
“I don’t know if they would unfold in the same way, but it’s something we have talked about,” she says.
In addition to having Rocksbox and Banter work together, Signet has experimented with Kay + Zales and Jared x James Allen stores.
Selections from the new Rocksbox–Banter collection can be seen here.
Top: How the new collection is being positioned in Banter stores (photo courtesy of Banter by Piercing Pagoda)
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