Carnival and EFFY expand retail partnership at Celebration Key and aboard Carnival Liberty 

Carnival Cruise Line and longtime retail partner EFFY Jewelry are expanding their collaboration with new initiatives launching on land and at sea. 

The new developments include an EFFY boutique at Celebration Key, Carnival’s upcoming private destination in Grand Bahama, and a broader retail portfolio debuting aboard Carnival Liberty in 2025. The partnership will also feature a dedicated EFFY charter cruise in 2026.

“We’re expanding our partnership with EFFY because we are dedicated to delivering innovative, guest-focused experiences that infuse the EFFY excellence with our friendly Carnival fun,” said Luis Terife, Vice President of Guest Commerce at Carnival Cruise Line. 

“These new offerings add to recent enhancements inside EFFY Jewelry stores across the Carnival fleet as part of our shared mission to continue elevating the sailing experience for our loyal guests,” he added.

When Celebration Key opens in July 2024, guests will find an EFFY boutique among the retail offerings in Lokono Cove, the destination’s artisan village. The store will offer a range of fine jewellery, including a curated collection available exclusively at the destination. 

The brand’s new presence in Celebration Key marks an expansion of its existing popularity across the Carnival fleet.

From July 6th, 2025, the Hematian Family Duty-Free (HFDF) group will introduce an expanded retail concept aboard Carnival Liberty, going beyond EFFY’s traditional jewellery offerings. 

The new portfolio will include high-end merchandise such as designer pre-owned handbags, premium sunglasses, Carnival-branded apparel, and destination-inspired souvenirs. 

The parnership also introduces interactive retail experiences tailored to cruise guests, including:

DestInked: A custom souvenir design station

HOPE Wellness: A personalised essential oil blending experience

Curated Beauty: Personalised colour palette consultations

Spirited Samplings: An immersive tasting event focused on fine spirits

“It is a true privilege to deepen our partnership with Carnival Cruise Line as we expand into general retail—an evolution that continues the vision and legacy of my late father, Effy Hematian,” said Bobby Hematian, President of EFFY Jewelry. 

The retail expansion will culminate in Escape with EFFY, an invitation-only charter cruise aboard Carnival Liberty, departing from New Orleans on April 26th, 2026. The themed sailing will include new collection unveilings, exclusive pieces, VIP masterclasses, and events for EFFY guests and collectors.