If you need any more proof that estate jewelry is a hot topic right now, take a trip to San Francisco’s Pacific Heights neighborhood. This affluent part of the northern California city is famous for its iconic early-20th-century architecture (which has appeared in films such as Mrs. Doubtfire), picturesque views of the bay, and great restaurants. It is also a hub for chic boutiques, including jewelers Catbird, Gorjana, Fiat Lux, and Alexis Bittar.
The latest addition to this fashionable enclave is Rocksbox. Entrepreneur Meaghan Rose launched the company as a jewelry rental service in 2012, and Signet Jewelers acquired it in 2021. This summer, the retail group announced it would be phasing out rental at Rocksbox in favor of selling pre-owned and sustainably sourced new jewelry, a strategy shift it attributed to rising consumer demand.
“The younger generation is extremely interested in purchasing pre-owned jewelry,” says Rocksbox president Allison Vigil. “Our data shows Zillennials and Gen Z consumers are motivated to shop by factors such as responsible sourcing and unique pieces that represent who they are. We’ve seen these values come to life in the rise in popularity of vintage and thrifted styles among Gen Z customers. Pre-owned jewelry is a great way to find a unique piece that tells a story, [and it] gives these beautiful styles a second life and contributes to the circular economy.”
The San Francisco Rocksbox store — its first brick-and-mortar shop — opened on Fillmore Street on November 19. Its interior is an ice-cream-sundae palette of soft pinks and creams, curvaceous boucle furniture, and potted plants. The atmosphere the team had in mind was “inviting, accessible and warm…like you’re in a friend’s house trying on jewelry.”
The price points are similarly accessible. These are not the signed diamond jewels of high-end estate dealers, but pre-owned pieces from Signet’s Kay, Jared and Zales chains, ranging from under $100 to $800. The store will also carry new collections from 13 brands, including Kate Spade, Luv Aj, Kendra Scott, Ana Luisa, and Lele Sadoughi, each chosen for utilizing sustainable manufacturing or materials, having strong philanthropic credentials, or being a female-founded or -operated business.
At present, the San Francisco boutique is very much a test. Signet has taken out a lease for six months and will no doubt be measuring how shoppers interact with its pre-owned jewelry offering during that time. Should the Rocksbox experiment prove successful, Vigil says, “more stores are a possibility,” opening a gateway for younger generations to the wider estate-jewelry market.
Main image: Inside the Rocksbox store in San Francisco. (Rocksbox)
