Our History

A Journey of Craftsmanship and Innovation

Since our founding in 2007, Roxoa has been guided by a passion for exceptional quality and service. From our beginnings in fine jewellery, we’ve expanded our expertise to include contemporary designs, lab-grown gemstones, and everyday essentials. Over the years, our experience and forward-thinking approach have given us a deep understanding of the industry. While we embrace new trends, we always stay true to timeless style, crafting collections that resonate with customers around the world.

2007

Beginnings

Roxoa started life in Newcastle upon Tyne in 2007 when graduates Matt Silversides and Dave Adams set out to see what was possible in the fast-growing world of e-commerce. With no outside funding, they built everything from scratch, running six online stores across different industries. Jewellery stood out as the one that captured their imagination, and it soon became the heart of the business.

2007

2008

Finding Focus

Amid the global financial crisis, Roxoa launched QP Jewellers and began building strong supply chains across the US and Asia. Focusing on fine jewellery and watches, the company was finding its footing. It was a challenging time, but creativity, data-driven decisions and belief in the brand kept the business moving forward.

2008

2012

Momentum in Time

Watches were the engine of early growth and outperformed jewellery across the stores. Scaling the category sharpened instincts in merchandising, supply chains and customer experience, and showed what data-led trading could achieve. That success became the springboard to a deeper commitment to fine jewellery, with the focus gradually shifting from watches over time.

2012

2016

Building Foundations

Growth meant investing in people and places. The team moved into a new 7,000 sq ft HQ, complete with central warehousing and creative studios. A dedicated photography and marketing team helped bring every piece of jewellery to life through storytelling and design.

2016

2017

A Family of Brands

As the business grew, so did its ambitions. Roxoa was formed, giving rise to new brands including Gold Boutique, Ruby & Oscar and Bail & Stone. Each had its own style and audience, but all were built on the same foundations of innovation, collaboration and customer care.

2017

2018

Driving Innovation

Roxoa upgraded its technology platform and introduced user research to ensure customers were at the centre of every decision. This spirit of continuous improvement has shaped the company ever since.

2018

Today

Looking Ahead

From two founders with an idea to a multi-brand group with a growing team, Roxoa has always been driven by curiosity, resilience and a passion for jewellery. The journey continues as we combine innovation with craftsmanship to create something lasting and meaningful.

Today

Join Us on Our Journey

Since 2007, we’ve built a leading group of online jewellery stores known for exceptional quality and service. Ready for the next chapter? We’d love to hear from you.
Be Part of the Roxoa Story

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Our Culture

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