Meaghan Rose wanted RocksBox to be a thing so badly that she singlehandedly built a WordPress site for the idea, and stocked it with her own jewelry. She sent out boxes of samples from her own closet so friends who wanted to participate could try on different looks.
Rose and RocksBox have come a long way since the company’s beta launch during Thanksgiving 2012. The originally bootstrapped subscription jewelry box startup has since moved out of Rose’s own jewelry box and into a light-filled office in San Francisco. And it has just closed a seed round of $1.5 million from Matrix Partners, Ellen Levy and Sandra Perkins.
Jewelry is a vertical that has companies trying out a couple of approaches as the industry expands to online. There is straight-up e-commerce like BaubleBar, as well as startups like Chloe + Isabel that attempt to leverage social media in addition to an offline approach.
In the same vein as companies like Le Tote, RocksBox allows you to sign up for a membership for between $15 and $19 a month, which gets you...