Rocksbox is moving from rental to a ‘connected retail model’

This month, Rocksbox is moving from a subscription-based platform to an e-commerce site where customers will be able to shop without having to purchase a membership. The rental service will be available to existing subscribers until August.

The new emphasis will be on a “connected commerce model,” says Rocksbox CEO Allison Vigil. The company is also expanding its pre-owned and exclusive designer styles, some made from reclaimed materials. Rocksbox will continue to offer premium, semi-premium and fashion items on its website.

In an email interview, Vigil shared how and why the platform is changing.

Why is this the right time to end the rental platform?

We’ve seen that the subscription rental model can be a barrier for some customers who are interested in Rocksbox jewelry but can’t afford the monthly subscription fee. By removing the rental requirement from your purchase, we’re making our growing collection accessible to even more jewelry lovers.

We’re also able to offer an even wider selection of new and pre-owned fine jewelry, as well as a wider range of designer partners that our jewelry-loving customer base will love.

What lessons has the company learned from its rental experience?

Rocksbox started as a jewelry rental subscription in 2012 and has been providing consumers with the joy of jewelry through discovery and testing ever since. There is a large community of jewelry lovers who are interested in discovering and trying out new trends from designers they feel comfortable with. We have learned that consumers are interested in pre-owned styles that reduce waste and contribute to a circular economy, so we are excited to expand our pre-owned jewelry offering to our customers.

How does the new model better fit the brand’s overall goals?

We are increasingly seeing customers interested in purchasing jewelry for themselves and adding to their collection, especially when it comes to pre-owned pieces and from designers who represent their values.

Rocksbox has always been dedicated to jewelry discovery and shopping. As jewelry consumers continue to buy products they value, we are building on our knowledge of circular consumption by expanding our pre-owned and exclusive collections with designers we love and making our collection available to even more jewelry lovers. Rocksbox continues to be “the jewelry destination where self-expression shines.”

Why did you decide to expand your offer of used jewelry?

Insights into consumer behavior show that today’s customers are actively searching for products such as pre-owned jewelry to get a unique piece at an affordable price, which also contributes to the circular economy. (In a 2023 study, we found that) 78% of consumers are interested in purchasing used jewelry in the next 12 months, and Rocksbox has seen sales of used jewelry double this year.

Consumers interested in pre-owned items shop to treat themselves and find unique items, according to our consumer research. The uniqueness of the style of second-hand items is part of the appeal, giving consumers not only access to high quality, but also the thrill of finding a treasure they won’t see among all their peers.

What else do you want to say to customers who may miss your subscription program?

Rocksbox members can continue to shop locally. The Rocksbox fine jewellery range is also growing and we are excited to offer our customers more high-quality styles. This year we have some exciting new collaborators and designers, so both members and new customers will be delighted with the selection.

(Photos courtesy of Rocksbox)

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