Effy Jewelry has expanded its cruise retail presence with the opening of a new boutique aboard Star Princess, coinciding with the ship’s maiden voyage this autumn.

The boutique, modelled on Effy’s flagship store on New York’s Fifth Avenue, reflects the brand’s approach to combining traditional craftsmanship with contemporary design. 

The space showcases a range of exclusive jewellery pieces, presented in a setting designed to replicate the atmosphere of the Manhattan location.

Effy Jewelry President Bobby Hematian said the project is intended to highlight the brand’s heritage. “It’s a true privilege to bring the grandeur of Fifth Avenue to Star Princess,” he said. “This boutique is about showcasing one-of-a-kind pieces that embody the craftsmanship and passion my father, Effy Hematian, instilled in everything we create.” 

“Each piece tells a story of artistry and dedication, and we’re honoured to offer our guests the chance to experience that legacy in such a unique way while creating memories that will last a lifetime,” he added.

A feature of the space is a private VIP room, styled after Effy’s signature teal jewellery box, where guests can view rare and limited-edition creations. This addition is intended to create a more personalised retail experience for passengers.

The opening continues a long-running partnership between Effy Jewelry and Princess Cruises, with both companies describing the collaboration as an extension of their shared focus on high-end onboard retail.

Alfredo Jimenez, Princess Cruises Vice President of Onboard Revenue, said: “Our longstanding partnership with Effy Jewelry continues to shine as we welcome their stunning new boutique aboard Star Princess, debuting this fall.” 

“Inspired by its iconic Fifth Avenue flagship, this elevated retail experience reflects our shared commitment to luxury, innovation, and unforgettable guest experiences,” he said.

Star Princess hosting the first boutique at sea fully dedicated to the Effy Hematian brand reflects the continued role of luxury retail partnerships in the cruise sector, as lines look to differentiate onboard offerings through bespoke shopping experiences and high-profile brand tie-ins.

Star Princess is the newest Sphere-class ship in the Princess Cruises fleet, due for delivery in 2025. Built at Fincantieri in Italy, the vessel measures 175,500 gross tonnes and carries more than 4,000 passengers, making it the largest ship ever constructed for the brand. 

A sistership to Sun Princess, she features the line’s signature Piazza atrium, the glass-enclosed Dome entertainment space, multiple dining venues, and expansive top-deck leisure areas. 

The ship also incorporates the latest energy-efficient technology, including LNG propulsion. Star Princess will debut in Europe before repositioning for seasonal itineraries in the Caribbean and North America.