Signet’s Rocksbox Begins National Expansion With Two Store Openings

By Karen Dybis | June 25, 2025

Rocksbox is undertaking a national retail expansion, with new stores in New York City and Northern California and plans to open locations in Miami and Los Angeles by fall.

The two-week-old Rocksbox NYC store, at 239 Elizabeth St. in SoHo, is celebrating its grand opening this evening. Last month, Rocksbox opened at 1306 Broadway Plaza in Walnut Creek, Calif.—about an hour away from its original retail site in San Francisco, a former pop-up shop that has become Rocksbox’s permanent flagship location.

Allison Vigil, president of the Signet-owned brand, says customers’ warm reaction to the San Francisco pop-up sparked the decision to go further into brick-and-mortar stores.

“Our curated multibrand assortment and boutique-like environment are resonating across our target audience of fashion-loving self-purchasers,” she says. “With the growth currently being driven by this segment of the market, retail is a very exciting opportunity for us as a brand.”

Rocksbox SoHo — *The New York City store is designed to feel like a friend’s home, an environment that encourages self-purchasing.*

Rocksbox’s retail expansion fits into Signet’s broader strategy of “Grow Brand Love,” announced in March by new Signet CEO J.K. Symancyk, says Vigil.

“Across our portfolio of brands, we are laser-focused on brand differentiation,” she says. “The Rocksbox brand has always been focused on the fashion opportunity and now has a very exciting role to play for Signet in testing a new type of store format and experience specifically designed for a self-purchasing fashion lover.”

Based in San Francisco, Rocksbox began in 2012 as an online retailer and jewelry subscription service. It was designed from the start to offer consumers a convenient, friendly, and fun way to discover new jewelry styles and brands, Vigil says.

“We continue to lean into that inspiration and hope that customers can shop our stores and feel inspired by something they have tried,” she says. “We are focused on creating a warm, inviting, and approachable space, inspired by the idea of trying on jewelry in a friend’s home.”

Rocksbox NYC — *Rocksbox brands such as Ana Luisa are displayed openly so customers can feel and try on the jewelry.*

The majority of jewelry in the new Rocksbox stores sits in open displays so customers can interact with pieces, try them on, or show them to a friend, says Vigil. There are signs encouraging shoppers to play with the jewelry, as well as mirrors throughout each space so they can see how an item looks on them.

“We also have a central table destination within stores where customers are encouraged to try on pieces and where we offer a range of styled looks for further inspiration,” Vigil says.

Rocksbox carries brands including Kendra Scott, Luv AJ, and Ana Luisa along with its own line in the stores. The company aims to support both emerging and established , to make the experience fresh each time a customer visits a shop, Vigil says.

“From our heritage as a rental service, we have deep experience in discovery and styling that we have channeled into development and curation of the assortment,” she says. “As a team, we believe in the joy of jewelry as a form of self-expression, and we are so thrilled to be connecting with our jewelry-loving community now in stores nationwide.”

Top: Rocksbox recently opened its third store, in the SoHo neighborhood of Manhattan. (Photos courtesy of Rocksbox)