Growing Up Cool

Rox Jewelers, Decatur, GA

OWNER: Rakhi Narwani; URL: roxatlantajewelers.com; online presence: 4.9 average Google Review rating; 1,100 Facebook followers; FOUNDED: 2019; Opened featured location: 2019; AREA: 990 square feet; EMPLOYEES: 3 full-time, 1 part-time

Rakhi Narwani

PRODUCT KNOWLEDGE, AN APPRECIATION of craftsmanship and clientelling, the importance of inventory management, the need for total integrity — there are a lot of things the children of jewelry families absorb as they grow up. Rakhi Narwani, the owner of Rox Jewelers in Decatur, GA, has demonstrated that the ineffable quality of cool is yet another.

Narwani came of age watching her parents operate Barron’s Fine Jewelry, which was profiled as an INSTORE Cool Store back in 2006. “I learned early on that jewelry is more than gold and gemstones — it’s about the moments, emotions, and connections it represents,” Narwani explains.

After two decades of observing how a neighborhood store could turn clients into lifelong friends, Narwani felt the urge to create something that reflected her own modern, approachable vision. In 2019, she opened Rox Jewelers with a goal to provide an intimate, service-driven experience centered on highly personalized custom design.

“At Barron’s, we sold a lot of diamond-heavy merchandise. People in this area are looking for understated, good quality jewelry with less flash. They will spend more money on a larger colored gemstone in a simple setting, without diamonds, and will understand what they’re buying,” she says.

Intentional Design: Small But Impactful

The physical space of Rox is a lesson in intentional design. Despite its modest 990-square-foot footprint, nearly every inch is utilized to foster engagement and storytelling. The journey begins with the customer’s first step inside the store, thanks to a signature floral arch that frames a bistro-style seating area. The floral displays are changed every three months, ensuring the store’s “face” evolves with the seasons of the year.

Inside, the atmosphere is of a sophisticated, moody elegance. Deep teal walls are punctuated by gold accents and dramatic lighting that support and highlight the museum-style cases. Unlike traditional jewelry stores with high, barrier-like counters, Rox utilizes low pedestal displays to make the shopping experience interactive.

One of the core features is the Bridal Bar, a private consultation nook where couples can design dream rings and view custom sketches without distraction. The utility spaces are similarly treated with a designer’s eye: the common area features butcher-block countertops for a seamless workflow, and even the bathroom is part of the experience with its bold black-and-gold wallpaper, says Narwani.

Team Spirit

Rox is operated by a “powerhouse” team that brings a high-energy, creative vibe to the business. To ensure every team member feels invested in the store’s success, a profit-sharing model has been implemented under which team members receive a percentage of all store sales.

This internal harmony didn’t come without growing pains. Narwani shares that as the business grew, she had to navigate the complexities of a team situation in which not all the employees got along, eventually hiring an HR consultant to establish professional policies. “Don’t wait until a crisis to get HR support,” she advises other owners. “Having guidance early on can prevent issues before they escalate”.

Marketing With a Personal Touch

Rox Jewelers’ marketing strategy is a mix of new and traditional. While the team utilizes high-tech tools like GoHighLevel CRM and now runs a sleek Punchmark-designed website, it has also found success in old school methods like direct mailers. “It works for Rox Jewelers,” says Narwani. “From the start, we’ve featured photos of our team on our mailers, making them feel personal and familiar. Clients look forward to receiving them, checking out new styles, and redeeming exclusive offers.”

On social media, the store’s personality shines through “quirky” Instagram videos and before-and-after reels of jewelry repairs. A fan favorite is “Simi in the Spotlight,” a video series hosted by Narwani’s 11-year-old daughter, whose insights on topics like black diamonds have directly driven sales.

The store’s success is also fueled by creative local partnerships. For example, Rox collaborated with a local women’s gym, distributing branded pouches that read “Crush your workout, not your ring!” The pouches included offers for ring checks and rhodium plating, a clever way to introduce active women to their neighborhood jeweler. Building on this success of that initiative, the store expanded to other niche groups, including club volleyball teams, tennis centers, and other local organizations.

A Celebration of Community

Despite being only 6.3 miles from Atlanta, the residents of Decatur have embraced Rox, viewing it as much a gathering place as a retail space. It’s a view Rox has tried to support with two big parties a year: its Summer Fest and Holiday Soirées. The parties feature live music, cocktails, and festive tents that spill out into the street.

“We have an amazing client base. I’ve had so many people tell me, ‘I wanted to come here because you are locally owned, female owned and we want you to do well,’” says Narwani.

The store’s commitment to community extends to supporting local schools, theater productions, and hosting Girl Scout jewelry badge workshops, where young girls tour the workshop and create their own wire-and-bead pieces.

Confirmation of Rox’s established foothold in the community was evident at their 5-year anniversary sale, when the store did $125,000 in sales in just five hours. But for Narwani, the true success lies in the atmosphere she has built. “Rox isn’t just a jewelry store — it’s a reflection of the people who walk through its doors,” she says. “It’s personal, stylish, welcoming, and full of heart.”

The floral displays that welcome customers are changed every three months, ensuring the store always feels “in season”

Five Cool Things About Rox Jewelers

1. That Name. The store’s name is a play on Narwani’s own name: “A lot of my friends used to call me Raks. My husband, Nikhil, and I were brainstorming, and we came up with Rox for the store. It’s short and sweet, and I love it. A lot of people at the store call me Roxy, but it’s all good.”

2. Your Local Jeweler. Offering repairs, as basic as that seems, sets Rox apart in her market. “We do a lot of repairs at Rox. That’s almost a dying trend; there’s not a store within 10 miles of me that offers a lot of the services that we have. When I brought on my jeweler I quickly realized I didn’t want this to be a 70 or 80 percent working workshop. I wanted to be able to do it all.”

3. Instagrammable. The store has an active presence on social media. Among its most “Instagrammable” features are the signature floral arch and bistro seating area, as well as the bathroom, which at times has become a talking point on social media.

4. An Old School Education. Narwani remembers working in stores from a very young age, polishing silver in her family’s store in London and helping with window displays in Atlanta. “By the time I was 10 or 12, my father felt comfortable letting me speak to customers while he was busy.”

5. Simi in the Spotlight. One of the store’s most effective marketing tools is Rakhi’s 11-year-old daughter, Simi. Every two months, she hosts an informative video series on Instagram sharing jewelry insights. Her expertise is so convincing that her video on black diamonds once prompted a client visit and purchase.

PHOTO GALLERY (18 IMAGES)