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February 15, 2014 06:35 am GMT
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 $1.2 million from Matrix Partners, Ellen Levyand 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 asstartups 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 a unique box of jewelry FedExed to you as often as you’d like for 12, six or unlimited months.Rose buys the pieces wholesale from designers. With RocksBox, you can either buy any of the three or four pieces in the box or wear them until you tire of them and simply return them. The service learns from your feedback and purchasing data and sends an even more uniquely tailored experience with each subsequent box. Rose wants RocksBox to empower her customers. “Jewelry is a fun category, but it’s filled with fear and intimidation.” She says she decided on the RocksBox model by thinking about jewelry as an actual consumer as opposed to a CEO or consultant (Rose did a brief stint at McKinsey after attending Wharton): As a consumer, I knew a few things: One, shopping for jewelry the old way was horrible (overwhelming, intimidating and hard to find unique stuff – no one has time for that). Two, we love variety (the very first time you wear something is the most exciting time, and it generally goes down from there). And three, there are a fewpieces that you just fall in love with and you can’t let go (but it’s impossible to know which ones will reach that ‘true love’ status when you’re looking at a pile of jewelry on a
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/jIzuenU4wbc/
RocksBox Gets A $1.2M Seed Round For Valentines Day
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 $1.2 million from Matrix Partners, Ellen Levyand 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 asstartups 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 a unique box of jewelry FedExed to you as often as you’d like for 12, six or unlimited months.Rose buys the pieces wholesale from designers. With RocksBox, you can either buy any of the three or four pieces in the box or wear them until you tire of them and simply return them. The service learns from your feedback and purchasing data and sends an even more uniquely tailored experience with each subsequent box. Rose wants RocksBox to empower her customers. “Jewelry is a fun category, but it’s filled with fear and intimidation.” She says she decided on the RocksBox model by thinking about jewelry as an actual consumer as opposed to a CEO or consultant (Rose did a brief stint at McKinsey after attending Wharton): As a consumer, I knew a few things: One, shopping for jewelry the old way was horrible (overwhelming, intimidating and hard to find unique stuff – no one has time for that). Two, we love variety (the very first time you wear something is the most exciting time, and it generally goes down from there). And three, there are a fewpieces that you just fall in love with and you can’t let go (but it’s impossible to know which ones will reach that ‘true love’ status when you’re looking at a pile of jewelry on aOriginal Link: http://feedproxy.google.com/~r/Techcrunch/~3/jIzuenU4wbc/
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