Jewelry store debuts in Broadway Plaza, offering a distinct sales approach
**Rocksbox Expands National Presence with New Walnut Creek Store**
San Francisco-based jewelry brand, Rocksbox, has joined Broadway Plaza's retail lineup, marking a significant step in the company's national expansion plan for 2025. The new store, located in the former Piercing Pagoda space, is part of Rocksbox's strategy to establish a physical presence in key fashion markets.
The Walnut Creek store offers a relaxed, try-on-friendly atmosphere, allowing customers to sample pieces from popular designers like Kendra Scott, Kate Spade, and Rocksbox's own private label. This move underscores Broadway Plaza's continued retail growth, as the shopping centre welcomes several new businesses this year, including Mejuri, Rivian, Abercrombie & Fitch, and Original Joe's restaurant.
Rocksbox, owned by Signet Jewelers, transitioned from a subscription service to a direct online and physical retail model last year. As part of Signet’s “Grow Brand Love” strategy, Rocksbox aims to carve out a unique identity within the brand portfolio, specifically targeting the fashion jewelry segment and appealing to the “self-purchaser” demographic.
Despite parent company Signet’s broader downsizing of less profitable mall stores, Rocksbox is intentionally targeting mall locations to expand its reach and cater to a younger, fashion-focused customer base. The company has described its expansion as “national,” but current specifics focus on high-profile urban markets, with more locations likely to follow as the rollout progresses.
As of late June 2025, Rocksbox has opened stores in New York City, San Francisco, and is planning to launch stores in Los Angeles and Miami. The grand opening event for the Walnut Creek store included refreshments and giveaways.
While there is no direct evidence in the available search results that Rocksbox has formalized new partnerships with brands such as Kendra Scott or Kate Spade as part of its 2025 expansion, such partnerships have not been reported as of July 2025.
For the latest, direct information on store openings and potential brand partnerships, monitoring Rocksbox’s official announcements or retailer trade publications like National Jeweler and JCK Online is advised.
Meanwhile, the budget clothing store at Broadway Plaza has been replaced with an upscale activewear store, but the identity and details of the new store are not mentioned in the text.
The newsletter mentioned in the article is free and provided by the website, offering comprehensive updates on the retail developments at Broadway Plaza.
The new Rocksbox store in Walnut Creek, targeting fashion-focused customers, offers pieces from popular designers like Kendra Scott and Kate Spade, aligning with the brand's desire to establish a presence in home-and-garden and lifestyle markets, not just jewelry, as part of its national expansion plan. This expansion strategy also includes online and physical retail locations, such as the one recently opened in Los Angeles, with potential future stores planned for Miami.
