Rocksbox, the jewelry brand owned by Signet Jewelers, is taking a significant step in its rebranding journey with the opening of its first retail store.
The 12-year-old company, originally based in San Francisco, is unveiling its storefront at 2208 Fillmore Street on Tuesday. The location will feature an extensive inventory of 13 jewelry brands, including Rocksbox’s own in-house lines alongside popular names such as Kendra Scott, Kate Spade, Lele Sadoughi, and Ana Luisa. Additionally, customers can shop from a curated selection of pre-owned fashion and fine jewelry.
Allison Vigil, president of Rocksbox, described the store as a space designed to evoke a personal and inviting atmosphere. “We wanted the store experience to feel like walking into your friend’s apartment, trying on her jewelry, discovering new brands and styles, and experimenting with something fresh,” Vigil explained.
The store will also emphasize connections with the local community. “We’re really focused on activating that environment by collaborating with local companies and partners to bring the experience to life,” Vigil added. “It just felt natural and right for us.”
This physical retail debut marks a pivotal moment for Rocksbox as it seeks to expand its presence and redefine the way customers engage with its brand.