The luxury retailer, which was formed in 2002, has opened a "concept boutique" in Trinity Leeds which will stock the company's own range of diamonds and silver jewellery alongside a champagne bar. A further store is due to open in Newcastle.
Kyron Keogh, MD of Rox, said: "Trinity Leeds has quickly established itself as the key shopping destination in the city and when the opportunity came up, we knew this was the ideal spot.
"The combination of strong high street brands, great bars and restaurants makes Trinity Leeds an exciting, vibrant shopping experience. With Christmas on the horizon we are confident this is the ideal time to launch in Leeds.
"The opening of the new boutique has already created 10 new jobs and we will be starting our festive recruitment process soon, which will create five further temporary positions."
The company expects the expansion to Leeds and Newcastle to bring in an extra £3 million of sales every year.