Signet-Owned Rental Service Revamps as Secondhand Jewelry Platform

Rocksbox has switched its business model from a subscription-based jewelry-rental service to a pre-owned e-commerce site to make its offering more accessible and attract more customers. 

The company, which opened as an online shop this week, noted increasing demand from customers to purchase the jewelry they had rented, the Signet Jewelers-owned banner said Monday. A 2023 survey Rocksbox conducted found that 78% of its clients were interested in buying secondhand jewelry. The company will honor existing subscriptions through August. 

“We’ve increasingly seen customers interested in purchasing the jewelry outright and adding to their collection — especially styles that are pre-owned and from designers that represent their values,” the company explained. “We’ve also seen that the subscription rental model could be a barrier to some customers who are interested in Rocksbox jewelry but not able to commit to a monthly subscription fee.” 

The company started in 2012 as a subscription-based jewelry-rental business for designer items. Signet added Rocksbox to its stable in 2021, aiming to expand its services and reach younger customers.  

Last year, Signet introduced a rental initiative for synthetic-diamond jewelry at its Zales banner in conjunction with Rocksbox. The company has not disclosed whether this program will continue now that Rocksbox no longer offers a jewelry-rental service. 

Image: A pair of preowned pearl earrings. (Rocksbox)