By Michelle Graff
michelle.graff@nationaljeweler.com
New York--Effy is teaming up with Princess Cruises to give the jewelry brand a new presence on three of the company’s ships. 

Beginning next month, Caribbean Princess, Emerald Princess and Island Princess will debut standalone Effy stores on board that stock specially curated collections for the ships’ guests.

The brand also will launch a limited-edition, exclusive on-board collection to celebrate the cruise line’s 50th anniversary, which will be the first of many collections that Effy will create just for the cruise ships. 

“Effy has caught the eye of our discerning guests and ranks as the top-selling fine jewelry brand on our ships,” said Marsha St. Hilaire, vice president of in-house retail services for Princess Cruises. “With such popularity and our shared core values, Effy was the right brand to partner with on this innovative cruise industry retail concept.”

Family-owned Effy Jewelry was founded in New York City more than 35 years ago. Founder and designer Effy Hematian’s work has become known for its use of vibrant gemstones.

It is now one of the largest manufacturers of fine jewelry in North America, according to the company, with more than 1,800 distribution points around the world including Macy’s, Lord & Taylor, and ShopHQ, as well as a chain of Effy Jewelry boutiques in the Caribbean and Alaska. 





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