Rocksbox is transitioning from a subscription-based platform into an e-commerce site that customers can shop without a membership, starting this month. Its rental service will continue for existing subscribers through August.
The new focus will be on a “connected commerce model,” says Rocksbox president Allison Vigil. The company also is expanding its pre-owned and exclusive designer styles, some made with reclaimed materials. Rocksbox will continue to offer fine, demi-fine, and fashion pieces on its website.
Vigil shared how and why the platform is changing in an email interview.
Why is this the right time to sunset the rental platform?
We’ve 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. By removing the rental subscription requirement to purchase, we’re making our expanding collection accessible to even more jewelry lovers.
We’re also able to curate an even wider selection of new and pre-owned fine jewelry, along with more designer partners that our jewelry-loving customer base will love.
What did the company learn from the rental experience?
Rocksbox started as a jewelry rental subscription in 2012 and has been bringing the joy of jewelry to consumers ever since through discovery and trial. There is a large community of jewelry lovers out there who are interested in discovering and trying new trends from designers they can feel good about. We learned that consumers are interested in pre-owned styles that reduce waste and contribute to the circular economy, and we’re excited to expand our offering of pre-owned fine jewelry for our customers.
How is the new model a better fit for the brand’s overall goals?
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.
Rocksbox has always been dedicated to jewelry discovery and shopping. As jewelry consumers continue to shop their values, we are building on our expertise in circular consumption by expanding our pre-owned and exclusive collections with designers we love and opening up our collection to even more jewelry lovers. Rocksbox continues to be “the jewelry destination where self-expression shines.”
Why did you decide to expand your pre-owned jewelry offerings?
Consumer insights show that today’s customers are actively seeking products like pre-owned fine jewelry to obtain a unique piece at an accessible price point that also contributes to the circular economy. [In a 2023 survey we found that] 78% of consumers are interested in purchasing previously owned jewelry in the next 12 months, and Rocksbox has seen a two-times increase in sales of pre-owned fine jewelry this year.
Consumers interested in pre-owned are shopping to treat themselves and find unique items, per our consumer research. The uniqueness of a pre-owned style is part of the appeal, giving consumers not only access to great quality but the thrill of finding a treasure that they won’t see on all of their peers.
What else do you want to tell customers who may miss the subscription program?
Rocksbox members can continue to shop the selection on-site. The Rocksbox selection of fine jewelry is growing as well, and we’re excited to bring more high-quality styles to our customers. We have some exciting new collabs and designers coming this year, so members and new customers alike will be delighted with the selection.
(Photos courtesy of Rocksbox)
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