Rocksbox, the jewelry rental service with a subscription fee of $ 21 a month, on Tuesday launches an “increased” range of jewelry lines called Demifine by Rocksbox.
The launch marks Rocksbox’s first growth maneuver since it was acquired by Signet Jewelers Ltd. in April last year.
Demifine by Rocksbox contains styles from designers Kendra Scott and Luv AL, as well as from Banter by Piercing Pagoda. Piercing Pagoda is a division of Signet, so the Banter addition to the Demifine series underscores Signet’s intent to burn Rocksbox’s growth and promote its merchandising.
“This launch is an exciting milestone for us as part of the Signet family, marking our first step in the semi-fine category and the introduction of a Signet banner, Banter by Piercing Pagoda, in our rental offer,” said Meaghan Rose, founder and chairman of Rocksbox.
“All Rocksbox demifine jewelry includes a thick plating of sterling silver and 18-karat gold, bringing a first-class jewelry experience to our members,” said Rose, who continues to run Rocksbox in the wake of Signet’s acquisition.
Rocksbox officials said high-quality metals and thick coating standards set the Demifine pieces apart from their core range, and that the Demifine collection is “versatile, trendy and has wide appeal.” Styles are crafted with rhodium-plated sterling silver or 18-karat gold-plated sterling silver and have diamond accents. Rocksbox prices range from $ 40 to $ 200 across all the brands it sells, a group that includes Kate Spade, Gordana, Perry Street, Sophie Harper and Slate.
Like other Rocksbox products, Demifine by Rocksbox items can be rented or purchased with the standard Rocksbox subscription fee of $ 21 per month. The monthly fee can be used to purchase items that customers want to keep.
Members of the service have the right to rent three pieces at a time for one month and receive an envelope and prepaid label for return. According to Rocksbox, an originally rented item ends up being purchased 50 percent of the time.
Rose, a former McKinsey and Bain consultant, launched Rocksbox in 2012, three years after the launch of the fashion rental service Rent the Runway in 2009.
“Under CEO Rose’s leadership, Rocksbox has revolutionized the jewelry rental marketplace by delivering personal, online and data-driven customer experiences to jewelry lovers who prioritize fashion, online convenience and sustainability,” said Virginia Drosos, CEO of Signet, at the time of the acquisition.
“We look forward to bringing Rocksbox’s excellent services to more customers and to introducing these new customers to the balance of Signets banners,” she added.