Our History

ROCKET  is an experienced family business celebrating 100 years of history in 2017 and four generations wise, serving the Retail Jewelry Display and Packaging Industries. Our strong foundation was built on innovative thinking during industrial times that required product solutions through sensible business practices. Nothing was ever thrown away or wasted in those early years without first considering how it might be re-used again and again…what was considered common practice then is considered in some ways sustainability or repurposing today.

  • 1917

    Jerome Shiffman comes to the US from Russia to pursue the great American Dream! He begins business by handcrafting from blocks of glass individual watch crystals.

  • 1930

    Watch crystal making becomes mechanized and the company name, Standard Un-Breakable Watch Crystal, is born and begins Compression Molding.

  • 1940

    ROCKET's founder discovers a use for leftover plastic scrap material and begins the production of packaging for watches as well as watch crystals. The company name Standard Novelty Box is now joined with Standard Un-Breakable Watch Crystal and injection molding takes the place of compression molding for crystals and packaging.

  • 1941

    ROCKET, like many other companies put aside peacetime retail production to support the war effort. Military contracts now had ROCKET making instrument panel gauge covers for B17 Flying Fortresses, B24 Liberators and B25 Mitchell Bombers as well as the P47 Thunderbolts and the P51 Mustang (the Cadillac of the sky) fighters.

  • 1945

    ROCKET went on to make lenses for the sight on the M1 Rocket Launcher, better known as the Bazooka...and that is how we got our current company name!

  • 1950

    ROCKET Box is born! Standard Novelty Box becomes ROCKET Jewelry Box, and moves to its present location in the Bronx in 1956.

  • 1960

    An expansion of the business introduces textile covered metal boxes in the product offerings. Jerome and his brother, Joseph (Yaysiff) build their own covering machines. Michael Kaplan son-in-law of Jerome Shiffman joins the company in 1964 after an honorable discharge as a Major in the US Army.

  • 1970

    Jewelry and watch packaging continues to grow and expand as major focus of the business and watch crystal producing is phased out.

  • 1980

    Founder Jerome Shiffman passes away and Michael Kaplan assumes the leadership of ROCKET. ROCKET commences production of packaging and displays in Thailand.

  • 1990

    Two additional family members join the business. Son-Andrew Kaplan, and son-in-law, Ola Ahlmen are now in executive roles and moving the company forward with Michael Kaplan. Production grows into a triple approach, and now includes China as an option.

  • 1999

    ROCKET opens their west coast service and distribution center making ROCKET Bi-Coastal. By 2001 ROCKET purchases RedBox and expands its product offerings to mom and pops and majors alike.

  • 2010

    ROCKET's China operation expands to include a full service office in Shenzhen China.

  • 2017

    ROCKET celebrates 100 years!

Customer service is not just a catch phase, it is a highly regarded virtue in each and every one we have dealt with at Rocket. Product and pricing are very competitive. When time is a factor, they rise to the challenge.”

Harry Thompson - MALOOF Jewelers