Rocksbox has shifted its business strategy from renting jewelry through a subscription model to operating as an online marketplace for pre-owned items. This change aims to broaden accessibility and attract more customers. The company, now functioning solely as an e-commerce site, acknowledged growing customer interest in purchasing the jewelry they had previously rented. According to a survey conducted in 2023 by Rocksbox, 78% of its clients expressed a desire to buy secondhand jewelry.
Rocksbox will continue to honor existing subscriptions until August. Explaining their decision, the company highlighted a trend among customers who prefer to buy jewelry outright, particularly pieces that are pre-owned and align with their personal values. They noted that the previous subscription model could deter potential customers who were interested in Rocksbox jewelry but hesitant about committing to a monthly fee.
Established in 2012, Rocksbox originally operated as a subscription-based service for renting designer jewelry. Signet Jewelers acquired Rocksbox in 2021 with the goal of expanding its offerings and reaching a younger demographic.
Last year, Signet collaborated with Rocksbox to introduce a rental program for synthetic-diamond jewelry at its Zales stores. It remains unclear whether this initiative will continue now that Rocksbox has shifted away from its rental service.
