Bridal / Industry

Rocksbox Says “I Do” To New Bridal Jewelry Subscription Service

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As 2022 is the unofficial Year of the Wedding, with the volume of engagements and ceremonies ticking up as people come together to celebrate, Rocksbox is launching its first bridal jewelry rental membership to help brides prep their jewelry collections for every event.

Bridal by Rocksbox, which launches Tuesday, is a new specialty membership for the jewelry rental company. The try-before-you-buy service comes at a time when Rocksbox sees the growth potential for special occasion jewelry, says Rocksbox’s new president Allison Vigil.

“We wanted to support brides in looking and feeling great on that journey from engagement party to rehearsal dinner through the wedding and into the honeymoon,” says Vigil, who stepped into her new role this spring. “We hope to be a partner for brides in that whole process and help find the right jewelry.”

Rocksbox bridal
The Bridal by Rocksbox jewelry subscription service is $35 monthly, and that subscription fee becomes a credit if the customer wants to purchase an item from the selection they receive, says Rocksbox president Allison Vigil.

Vigil says Rocksbox has been “working diligently” on Bridal by Rocksbox for more than a year, and its summertime debut during the height of wedding season felt right. Signet, which acquired Rocksbox in April 2021, hinted at creating a Rocksbox bridal subscription service during an earnings call as well.

“2022 has become the year of the wedding,” so it felt like a there was a natural role rental can play in that experience, Vigil says. “We’re looking at the launch as a great learning opportunity. How will [the bride] use it? What kind of value can we offer? What kind of flexibility?”

Bridal by Rocksbox is a $35 monthly subscription service that becomes a shopping credit for each bridal box of jewelry. Much like the Rocksbox’s original subscription, bridal-box members rent each set they receive for as long as they want; they can return it to Rocksbox for a new selection.

Styles range from Rocksbox’s favorite designers including Kendra Scott, Kate Spade, Perry Street, and Lele Sadoughi, and price points in each collection range from $75 to $350, Vigil says. Sets can include earrings, rings, necklaces, and bracelets as well as hair accessories, something Vigil says she recalls searching for when she herself was a bride.

Bridal by Rocksbox
Brides can find signature looks inside the Bridal by Rocksbox jewelry subscription service, including this stunning Aster necklace that is part of the pearl collection. 

“Jewelry helps you express yourself and feel confident,” Vigil says. “But it is about economy as well. Something that is always on a bride’s mind is how to pull off the wedding of their dreams on a budget. In today’s economy, we really want to provide that same sense of discovery and delight in [the most] affordable way possible.”

Bridal by Rocksbox offers on-trend pieces, but it will continue to evolve as customers give feedback and Rocksbox adds new designers to the company, Vigil says. Vigil says her favorite pieces within the four bridal capsules or collections are the floral stories as well as the hair accessories, which give brides a “full look” for their special occasions. She also loves the “striking pieces” within the modern capsule and the pearl necklace that offers a bride whose dress has an open back a potentially stunning moment while walking down the aisle.

Vigil says she sees Bridal by Rocksbox as not only something a bride can receive as a gift or set up as an individual but also as a gift for members of a bridal party or to the bride’s mother or mother-in-law. This gift-giving potential expands who can use the service, Vigil says, especially because the Rocksbox customer is typically a woman between the ages of 20 and 50.

“Rental is ideal for brides because it could be that ‘something borrowed,’ which helps brides check that box as well,” Vigil says.

Top: Bridal by Rocksbox, which launches Tuesday, is a new bridal-themed jewelry rental subscription the company says it hopes brides will use and gift during the special occasions around a wedding (photos courtesy of Rocksbox). 

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Karen Dybis

By: Karen Dybis

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