At its first physical location, a pop-up boutique in San Francisco, Rocksbox is targeting jewelry self-purchasers who want to visit a store to try on new pieces, learn more about jewelry styling, and discover designers.
Rocksbox’s San Francisco shop is located at 2208 Fillmore St. in the fashionable Pacific Heights neighborhood, with neighbors including Catbird, Alexis Bittar, Gorjana, Fiat Lux Jewelry, and Eileen Fisher. It opened today but will host a grand-opening event on Dec. 14 and will run through May (with an option to continue).
The store’s interior was designed to look like a friend’s home, where you are meeting to experiment with new and new-to-you jewelry, says Rocksbox president Allison Vigil. Instead of glass cases, jewelry is displayed out in the open, so shoppers can see pieces without looking through anything.
“The Rocksbox brand continues to grow and expand in 2024, and…this new retail store is the perfect way for customers to experience our collection in real life,” Vigil says. “San Francisco is home of the Rocksbox brand, being headquartered here. We wanted to start our retail journey in the place where it all began, where we know there is a strong audience of fashion jewelry self-purchasers.”
Since becoming president of Rocksbox in 2022—a year after the brand was acquired by Signet—Vigil has supervised efforts to revamp its collections and make its e-commerce site easier to navigate.
Vigil previously served as a vice president under Rocksbox founder Meaghan Rose, who started the company as an online jewelry rental service in 2012. Earlier this year, Rocksbox evolved into a more traditional e-tailer of jewelry.
The new store, and the array of jewelry found there, was influenced by Ideas from both Signet and Rocksbox, says Vigil. “We want to make jewelry discovery easy and fun,” she explains. “In a nod to the brand’s roots, it should feel like you’re in a friend’s house trying on jewelry.”
The main objective, she says, is to give customers greater access to popular styles, allowing them to try on whatever they like. Under the Rocksbox rental model, clients were limited to the three styles that came with each set.
To keep its merchandise on-trend, the boutique will mostly carry new pieces. But to stay true to Rocksbox’s original business plan, the store also will offer a selection of pre-owned fashion and fine jewelry. About 250 total pieces will be available at the pop-up, with a price point generally under $200, says Vigil.
Rocksbox Redefined, the collection that uses recycled materials, is sold at the pop-up. The store also has exclusive-to-Rocksbox styles from Kendra Scott, Luv Aj, and Joy Dravecky, along with such brands as Ana Luisa, Kate Spade, Amorcito, Little Words Project, Lele Sadoughi, Soko, and Wanderlust + Co.
Vigil says Rocksbox has specific criteria for the brands it sells, including being woman-founded or -operated; using reclaimed materials or having an ethical manufacturing process; and having a philanthropic bent.
The store will serve as a gathering space for new and existing clients, Vigil adds. “We’re excited to host events in the store, starting with our grand-opening event in December. Events will include designer showcases, complimentary services, and other special surprises,” Vigil says.
Top: With its pink-and-white color scheme, the interior of the new Rocksbox pop-up store could feel like a friend’s bedroom. (Photos courtesy of Rocksbox)
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