RocksBox is different than most subscription box services.

Rocksbox ships boxes filled with three jewelry pieces for $19 a month. Consumers get a new box only after they return the previous pieces. They have an option to purchase as many of the items they get as they like.

Here’s how the Wall Street Journal reported their funding.

Rocksbox Inc ., which sends monthly subscription boxes of jewelry to consumers, raised $8.7 million in Series A funds, VentureWire has learned.

New York-based KEC Ventures co-led the round, investing more than it ever has in an early-stage deal, according to Jeff Parkinson, a general partner at the firm. Matrix Partners , a firm that led the seed round $1.5 million for Rocksbox in 2014, was the other co-lead. Both KEC and Matrix are also investors in JustFab, a large, closely held subscription fashion company. New investor SignalFire joined returning backers AOL Inc .’s BBG Ventures and Mucker Capital in the Rocksbox deal.

Meaghan Rose, the company’s chief executive, started Rocksbox in 2012, with Maia Bittner joining later as a co-founder.

“Women love wearing something new. As long as we keep sending jewelry she loves, it’s a really stable relationship,” Ms. Rose said. Rocksbox is one of several that are challenging the traditional department store with a new way to shop. Ms. Rose said that women are much more likely to buy a jewelry piece if they get to wear it. “You don’t fall in love with it by looking at it in a pile with other necklaces,” the CEO said.

Learn more about Rockbox here.