Starboard Group has announced the expansion of its partnership with Virgin Voyages. As the exclusive retail partner for Brilliant Lady, Starboard will offer a curated shopping experience at sea, blending luxury, sustainability and discovery across 5,500 square feet of retail space on the ship, which will depart from New York City on its inaugural voyage. From destination-inspired collections to iconic fashion, beauty and fine jewelry brands, the retail offering is designed to enhance the Virgin Voyages experience for guests.
Starboard will reimagine retail on Brilliant Lady through bold visual merchandising, open-flow boutiques and pop-up activations that create an experience that’s less traditional store and more concept gallery. From lab-created diamonds and limited-edition designer collections to sustainable fashion labels, cult beauty and destination-inspired assortments, Starboard will bring trend-forward brands directly to sea.
Aboard Brilliant Lady, Starboard is pioneering the future of cruise beauty retail with the launch of the very first Clarins boutique at sea, offering a tailored selection from the French luxury brand along with personalized beauty consultations and complete look transformations. Other first-at-sea offerings will include assortments from Blue Stallion Farm and cruelty-free, clean beauty from Briogeo. Men’s and women’s fragrances from luxury brands including INITIO, Loewe, Mancera, Montale and Tom Ford will also feature prominently. In addition, Virgin Voyages will debut its first TAG Heuer boutique and smart sunglasses from the new Ray-Ban Meta AI collection onboard Brilliant Lady.
Multi-sensory activations that spark connection, create memories and foster discovery—such as exclusive liquor tastings, trunk shows and personalized styling sessions—will be key to the Brilliant Lady retail experience. Customization options will range from the engraving of jewelry, fragrances and liquor bottles to personalization of apparel and accessories with Virgin Voyages-themed patches.
Sustainability will be a core retail pillar, building on Virgin Voyages’ ethos of “Creating an Epic Sea Change for All.” The line already partners with like-minded brands that source responsibly, such as Yellow Leaf Hammocks and Intelligentsia. On Brilliant Lady’s High Street, guests will discover a curated selection designed to extend product life cycles and reduce environmental impact, from certified pre-owned Rolex watches to lab-grown diamonds by sustainable jewelry brand Engrace Diamonds to vintage luxury handbags from What Goes Around Comes Around. This commitment extends beyond retail, with initiatives like reusable mugs that help eliminate single-use plastic bottles.
Brilliant Lady will also feature fine jewelry from the Italian luxury brand Roberto Coin, along with artisan handcrafted pieces from John Hardy and fashion-forward designs from Shy Creation. The fashion jewelry shop will offer collections from Uno de 50, Swarovski, Kendra Scott, Jet Set Candy and Shae, Starboard’s exclusive fashion jewelry brand.
The luxury accessories selection will showcase handbags and small leather goods from Coach, Marc Jacobs and Kurt Geiger, complemented by a range of timepieces, from the Swiss precision of Frédérique Constant, Longines, Movado, Norqain and Tissot to the timeless appeal of Bulova and Citizen.
Women’s resortwear, accessories and lifestyle pieces from trend-forward labels such as Kiwi St. Tropez, Lamarque and Skemo will be offered, while athleisure fans can enjoy stylish, functional Fabletics apparel for both men and women. Men’s fashion options will include contemporary picks from 7 Diamonds, Invicta, John Hatter & Co., Mavrans and New Era. Tees, tanks, hats, totes and sunglasses adorned with the iconic Virgin Voyages logo will also be available, along with a special collection celebrating Brilliant Lady’s inaugural season.
Brilliant Lady will launch from New York, making its way down the East Coast to its home port of Miami for a winter season in the Caribbean. In 2026, it will reposition to Los Angeles in preparation for its highly anticipated Alaska itineraries—a first for the Virgin Voyages fleet.
For more information, visit www.virginvoyages.com.
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