Roxanne First (aka Rocky) was born in South Africa and her obsession with jewellery is inherited from her Italian family's love for collecting and layering unique pieces. Despite her jewellery interests, Rocky worked in luxury marketing and branding for a decade whilst designing friends' engagement rings. Then she started to design her own capsule collection, including diamond pieces that women would buy and wear for themselves, without waiting to be gifted to them. Initially, she sold her pieces to friends and family, then in little pop-up shops and hairdressing salons. Her so-called 'side-hustle' then became her full-time career and her eponymous London-based brand 'Roxanne First' was born.