Carnival and EFFY Team up to Add New Bling, Shops and VIP Cruise
If you thought Carnival Cruise Line’s ships were already glitzy, just wait. One of the cruise line’s most stylish partnerships is getting a major upgrade that will appear on land, at sea, and even on a charter sailing built around sparkle.
The cruise line and longtime onboard partner EFFY Jewelry announced that they are expanding their collaboration with new retail experiences.
At the center of the announcement is a brand-new EFFY boutique set to open at Celebration Key, Carnival Cruise Line’s exclusive destination in Grand Bahama that debuts July 19, 2025.
The store will join other retailers and artisan vendors in Lokono Cove, a shopping village within the private island destination.
The new boutique will feature a curated collection of fine jewelry, including pieces that will be available only at Celebration Key.
“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 Carnival Cruise Line Vice President of Guest Commerce Luis Terife.
“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 continued.
Beyond the land-based store, the Hematian Family – the name behind EFFY – will roll out a new general retail portfolio beginning July 6, 2025, aboard the 2,974-passenger Carnival Liberty.
The effort will take EFFY into a broader range of cruise retail, including pre-loved designer handbags, sunglasses, Carnival-branded apparel, souvenirs, and gifts inspired by destinations on the itinerary.
While EFFY Jewelry will remain a staple, the brand will add four new interactive retail experiences onboard Carnival Liberty.
These include custom souvenir stations with DestInked, essential oil blending bars with HOPE Wellness, beauty consultations with Curated Beauty, and premium spirits tastings with Spirited Samplings designed to give guests more than just a shopping opportunity.
“Our connection with guests has always gone beyond jewelry,” said Bobby Hematian, president of EFFY Jewelry. “It’s about being part of moments they’ll never forget.”
Passengers certainly won’t forget a chance to sail on the exclusive charter cruise, “Escape with EFFY,” in 2026. The invitation-only sailing will feature new product unveilings, masterclasses, and programming only available onboard.
The special weeklong cruise will take place on the 110,000-gross-ton Carnival Liberty and will depart from New Orleans on April 26, 2026.
“It is a true privilege to deepen our partnership with Carnival Cruise Line,” said Hematian, who says the company’s evolution continues the vision of EFFY founder, the late Effy Hematian.
Carnival’s New Celebration
Celebration Key, Carnival Cruise Line’s newest destination, is set to open July 19, 2025, and provides a second private getaway in the Bahamas. Its Half Moon Cay is found on an uninhabited island.
Read Also: Half Moon Cay, Bahamas: What You Need to Know
The 65-acre site is expected to welcome up to 2 million visitors in its first year and will serve as a regular port of call for many of the line’s Caribbean itineraries.
The destination will be organized into five distinct areas, each offering a different type of guest experience, beginning with Paradise Plaza, where guests first arrive. This area will be anchored by the 10-story SunCastle.
EFFY’s new boutique will be a feature of Lokono Cove’s retail village, designed to showcase Bahamian culture with shops that sell local crafts and artisan-made goods.
The private destination will also cater to families at Starfish Lagoon and adults at Pearl Cove, while providing a lively atmosphere at Calypso Lagoon.
More than 30 dining venues will operate across the port, including food trucks and restaurants featuring Bahamian cuisine.
The cruise line’s new “Island Eats” program will provide a complimentary meal at select casual dining spots and a 25 percent discount at full-service restaurants.
Carnival and EFFY Team up to Add New Bling, Shops and VIP Cruise