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Meet Roxanne a.k.a Rocky

Our founder, Roxanne First, was born in South Africa. Her obsession with jewellery was passed on from her Italian family’s penchant for collecting and layering unique pieces. Her first jewellery memories: diving into her grandmother’s collection, sparkly-eyed. She loved the way her mom and her family carried their jewellery with an intuitive style and spontaneous flair, whether they were at home, at work or on holiday.

After working in the world of luxury retail and hospitality for a decade, Rocky left her 9 to 5 job to return to her first love: jewellery. In 2014, she founded Roxanne First.

Roxanne First is the go-to site for the independent woman building her own legacy, piece by piece, occasion by occasion. If you want to buy a trinket for the special person in your life, you’ll find heartfelt care and guidance as well as a range of exciting pieces at Roxanne First. In addition to her ready-to-wear collection, Rocky also creates exclusive pieces for engagements and bespoke commissions.

For Rocky, the perfect piece of jewellery is the one you never have to take off. And building a personal collection is the work of a lifetime.

Read more about Rocky.


Roxanne First Values

Ethical diamonds.

At Roxanne First jewellery, we believe we can make a difference in the world. We only use conflict-free, ethical diamonds chosen from handpicked suppliers whom we visit personally, ensuring every piece is made from responsibly sourced materials. It helps us sleep better at night, and we know it will make the choice to buy diamonds worry-free and more rewarding for you.

Quality & trust.

Our style comes with a lot of substance. Meaning our jewellery is solid gold.  Roxanne First jewellery is not gold-plated or vermeil – every piece is carefully crafted to last forever.  Getting yourself a Roxanne First diamond feels like bringing home a new best friend. If you order online, we organise safe shipment so you’re not on the edge of your seat until you receive your gem of a package.

Fair & transparent pricing.

We’re totally transparent in the way we do what we do. Roxanne First embraces the innovative world of direct-to-consumer, eschewing traditional marketing for more personal connections made through a community of loyal customers and social. And by cutting out the middleman, we cut out another significant portion of the associated costs of buying diamond jewellery, making them more accessible.



Rocky has partnered with Robert Glenn, a veteran in the jewellery industry with over 36 years of experience. Robert studied at the Sir John Cass School of Art, served as an apprentice at Andrew Grima and worked under Alan Gard. He is currently a member of the Goldsmith Hall and a Freeman of the City of London. After 4 decades of diligently working with his clients as a master craftsman, Robert is embracing the brave new world of eCommerce with Rocky’s forte as a creative director. And they are taking this legacy to the next stage for women who are increasingly choosing and buying their own jewellery.

Together, they’re a powerful pair. Roxanne First is old world craft meets new age creative. With Rocky and Robert, you get the best of both worlds: modern creativity with a strong connection to a community of conscious consumers and the highest level of expertise in the legacy-driven landscape of fine jewellery.

One of a kind, bespoke jewellery

If you’ve been looking for your dream piece forever but it’s proving to be more elusive than you imagined, Rocky and Robert can distill your dreams into unique jewellery at Roxanne First’s London studio.

We work collaboratively with you to inform and guide through the entire process, providing inspiration and education on styles, certifications, diamond quality and design, so you’re completely confident in your choice. We also work within an agreed budget, so you get the maximum value for your money.

Our process is meticulous, thorough and, last but not least, fun.

Because we want our clients to enjoy the process of finding the perfect piece, whether it’s a surprise gift or an engagement ring. We would like you to take home not just a piece of jewellery, but a beautiful story of discovery.

To commission a personalised, bespoke piece, drop us a line here.