Effy Hematian founded EFFY Jewelry, which later expanded to become the global luxury jeweler it is today. Her children now run the company, with Bobby Hematian taking over as its president.

“We are expanding our partnership with Carnival Cruise Line as we evolve into general retail—a development 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 partnership will result in the launch of an EFFY boutique at Carnival’s newest destination, Celebration Key on Grand Bahama, opening July 19. Celebration Key is the second new Caribbean island destination in six months, marking a massive expansion for Carnival. Celebration Key offers a range of amenities and activities, including a private beach, multiple restaurants, and an exclusive shopping area. This is particularly exciting for customers who enjoy exclusive experiences. They will be able to discover an entire new world filled with unspoiled beauty. The boutique will offer a curated selection of fine jewelry, including exclusive pieces that are only available in this destination. A portion of the proceeds will go towards supporting local charity initiatives.

Carnival and EFFY have collaborated on many projects already, with fine jewelry already featured across the Carnival fleet. As a result, the new retail offering on the Carnival Liberty will now extend into other categories.

The new boutique on Carnival’s newest destination will be a significant addition to the family’s extensive network. With several locations across the globe, and several on ships across their fleet, it offers an incredibly diverse experience that customers can enjoy. As well as its exclusive jewelry collection, the Hematian Family Duty-Free shops, which are operated by the Hematian family, are set to play a key part in enhancing the shopping experience onboard. HFDF offers a range of products such as designer pre-owned handbags, premium sunglasses, destination-inspired gifts, and Carnival-branded merchandise.

A range of additional features and activities will also be added onboard, enhancing the overall shopping experience for guests. These 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.

In 2026, a unique and exclusive charter cruise, “Escape with EFFY”, will take place on the Carnival Liberty. This cruise is designed for fans of EFFY Jewelry, and will include a week of exclusive events, including new collection reveals, one-of-a-kind pieces, VIP masterclasses, and other luxury experiences celebrating EFFY’s craftsmanship.

The first 500 guests who reserve their place on the cruise will receive a complimentary bottle of champagne and a dedicated personal concierge service. As guests set sail on this adventure, they can expect to be treated to exceptional attention and luxury.

As part of the partnership, the company’s CEO, Bobby Hematian, stated that “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.”

While this is an exclusive sailing, we are confident that it will create new and unique memories for the guests who reserve it. As we have previously discussed, Carnival Cruise Line has the ability to make guests’ dreams come true, as seen with their recent exclusive destinations.

Celebration Key offers a range of exclusive activities, which can be enjoyed during the cruise. There will be a range of amenities, including private beaches, multiple restaurants, and an exclusive shopping area. With the new boutique opening in Celebration Key, guests will have the opportunity to engage in shopping and other exclusive activities, creating a truly unique experience.

Carnival’s retail partnerships have evolved, introducing Hematian Family Duty-Free (HFDF) which will be the retail hub for EFFY Jewelry on the Carnival Liberty. This partnership will bring a new range of products, including designer pre-owned handbags, premium sunglasses, destination-inspired gifts and Carnival-branded merchandise.

With this innovative partnership, guests will be able to enjoy an enhanced shopping experience onboard. The retail offerings will be expanded through HFDF, allowing guests to explore a wider range of products, including fine jewelry, pre-owned designer handbags, premium sunglasses, and destination-inspired gifts.

One of the standout features of this partnership is the “DestInked” feature, which allows guests to design their own custom Carnival souvenirs. This will enable guests to take home a personalized keepsake, creating a unique and memorable experience.

Additionally, the HFDF shop will offer “HOPE Wellness” – a hands-on wellness experience that allows guests to craft their own custom essential oil blends. This will be a unique and rejuvenating experience for guests, enhancing their overall onboard experience.

The HFDF shop will also feature “Curated Beauty” – a beauty shopping experience that allows guests to explore personalized color palettes and other products. This will be a unique and enjoyable experience for guests, as they can explore their own beauty options.

Lastly, the HFDF shop will feature “Spirited Samplings” – an immersive spirits tasting experience that will allow guests to explore a range of spirits and cocktails. This will be a unique and enjoyable experience for guests, enhancing their overall onboard experience.

The first charter cruise, “Escape with EFFY”, will take place on the Carnival Liberty in 2026. This exclusive sailing is designed for fans of EFFY Jewelry, and will include a week of exclusive events, including new collection reveals, one-of-a-kind pieces, VIP masterclasses and other luxury experiences celebrating EFFY’s craftsmanship.

Guests who reserve their place on the cruise will receive a complimentary bottle of champagne and a dedicated personal concierge service.