Carnival, EFFY Jewelry Elevate Partnership

Credit: Carnival Cruises

(Press Release) MIAMI, May 6, 2025 – Longtime partners Carnival Cruise Line and EFFY Jewelry are announcing new collaborations that include an EFFY store at Celebration Key, Carnival’s exclusive new destination opening in July on Grand Bahama, and unique experiences coming aboard Carnival Liberty: a new full-scale retail portfolio that broadens the Hematian Family’s merchandising beyond fine jewelry, and an exclusive “Escape with EFFY” charter in 2026.

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​            Already popular across the Carnival fleet for the exquisite craftsmanship displayed in its onboard stores, the Hematian Family’s flagship brand, EFFY, will offer more dazzling fine jewelry for Carnival guests on land with an EFFY boutique at Celebration Key. The new exclusive destination on Grand Bahama opens on July 19, and the EFFY store will feature alongside other retail outlets and locally crafted goods in Celebration Key’s artisans’ village, Lokono Cove. The boutique will provide guests with a luxurious shopping experience, offering everything from classic pieces to bold collections, including a curated collection available only at Celebration Key.

            Beginning July 6, 2025, in addition to EFFY Jewelry’s existing presence aboard Carnival Liberty, Hematian Family Duty-Free (HFDF) will debut a full-scale general retail portfolio, curating 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 personalized, 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 personalized color palettes.
• Spirited Samplings: An immersive spirits tasting experience is sure to dazzle guests’ senses.

"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 and brilliance 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 April 26, 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.”

For additional information on Carnival Cruise Line and to book a cruise vacation on Carnival, call 1-800-CARNIVAL, visit http://carnival.com, or contact your favorite travel advisor or online travel site. For additional information on EFFY, visit http://www.effyjewelry.com.