EFFY sets sail to new horizons

Really interesting news to share with you all regarding EFFY Jewelery. For the first time, EFFY will be expanding from being just a jewelry concessionaire onboard cruise ships to operating all the retailing when they start running all product categories onboard Carnival Liberty from the start of July 2025.

Until now, for the past 10 years, Effy has built a strong portfolio across many cruise lines including Royal Caribbean, Princess, MSC and Carnival in running the jewelry business onboard. They then expanded a few years ago into running port shopping on some ships. But now, with this news it is a really significant moment, as it shows EFFY's ambition to operate as an 'all category' operator, with their new brand HFDF - (Hematian Family Duty-Free).

COMMENT: This announcement really is a game changer! For many years we had a very stable line-up of general merchandise retailers in the cruise industry, but EFFY's expansion today into general merchandise space means that we can expect to see more exciting and innovative developments in the cruise retail industry over the next few years!

In addition to the Carnival Liberty announcement, EFFY will open a new boutique at Celebration Key, Carnival’s exclusive new destination opening in July on Grand Bahama, and partner with Carnival on an exclusive “Escape with EFFY” charter in 2026.

So, what to expect on Carnival Liberty when they debut in July?

HFDF will debut a full-scale general retail portfolio, offering a new selection of high-quality products across major cruise retail categories, including designer pre-loved handbags, premium sunglasses and accessories, destination-inspired souvenirs and gifts as well as Carnival-branded apparel and other merchandise.

HFDF will also bring new offerings onboard that go beyond traditional retail to deliver personalised, interactive experiences tailored to cruise guests. Highlights include:

· DestInked: Guests can design custom Carnival souvenirs and create one-of-a-kind keepsakes.

· HOPE Wellness: An opportunity to focus on self-care and craft custom essential oil blends.

· Curated Beauty: Hands-on beauty shopping featuring personalised colour palettes.

· Spirited Samplings: An immersive spirits-tasting experience

“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. “Our connection with guests has always gone beyond jewelry. It’s about being part of the moments they’ll never forget. With this new chapter, we’re honored to offer experiences that reflect that same spirit—meaningful, memorable, and filled with joy.”

The debut of HFDF’s expanded retail portfolio will culminate with the first-ever “Escape with EFFY” charter aboard a Carnival ship. Also taking place on Carnival Liberty, the invitation-only cruise provides EFFY enthusiasts and jewelry aficionados alike an unforgettable blend of travel, luxury and exclusive experiences that celebrate the artistry of EFFY Jewelry. Guests can expect collection unveilings and never-before-seen pieces, VIP masterclasses and other events during the week-long sailing, which will depart New Orleans on 26 April 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.”