US/INTERNATIONAL. Virgin Voyages has extended its partnership with Starboard Group, appointing the retailer to deliver an eclectic mix of premium shopping onboard its new ship, Brilliant Lady, which will embark on its maiden voyage from New York this September.
The Brilliant Lady’s 511sq m of commercial space showcases an exclusive assortment of luxury and sustainably minded brands, integrated with experiential retail concepts.
The shopping offer ranges from destination-inspired collections to best-selling fashion, beauty and fine jewellery brands, all designed to enhance the Virgin Voyages guest experience.
Starboard President and CEO Lisa Bauer said, “We’re proud to continue building our partnership with Virgin Voyages as its exclusive retail partner for Brilliant Lady’s inaugural season.
“We’ve leveraged our curation expertise, creativity and global resources to create unforgettable retail offerings that perfectly reflect Virgin Voyages’ blend of modern, adults-only sophistication and rebellious fun.”
With bold merchandising, open-flow boutiques and pop-up activations, the ship’s retail offer evolves beyond traditional formats into an immersive concept gallery experience.
The retail mix highlights trend-forward brands, from lab-created diamonds and exclusive designer editions to sustainable fashion, cult beauty and destination-inspired ranges.
Virgin Voyages SVP of Fleet Experiences Nicole Huang added, “Starboard is unique in its ability to turn retail into an immersive lifestyle experience that enhances each voyage, and we’re pleased to expand our partnership as we launch Brilliant Lady.
“Through thoughtful curation and one-of-a-kind activations that blend exclusivity, storytelling and personalisation, Starboard is setting a new standard for cruise retail and helping ensure our sailors have an unforgettable experience.”
New-to-sea luxury brands
Marking a first in cruise beauty retail, Clarins will unveil its debut boutique at sea onboard Brilliant Lady, featuring curated skincare selections and bespoke beauty services.
Strengthening its eco-focused line-up, the retail offer will feature first-at-sea collections from Blue Stallion Farm alongside Briogeo’s clean, cruelty-free beauty.
The retail selection is anchored by a strong fragrance portfolio, with men’s and women’s offerings from popular luxury brands such as Initio, Loewe, Mancera, Montale and Tom Ford.
Brilliant Lady will also introduce TAG Heuer’s first boutique at sea and Ray-Ban Meta’s smart eyewear collection.
Interactive concepts, personalisation and sustainability
Creating more memorable voyages, retail aboard the vessel will focus on multi-sensory experiences, including liquor tastings, designer trunk shows and personalised styling sessions.
The retail experience also will also include customisation options for jewellery, fragrances and liquor bottles, as well as apparel and accessories featuring Virgin Voyages branding.
Brands with notable sustainability credentials, including Yellow Leaf Hammocks and Intelligentsia, will be showcased as part of Virgin Voyages’ commitment to ‘Creating an epic sea change for all’.
The High Street area will spotlight products that extend life cycles and lower environmental impact, including certified pre-owned Rolex watches, lab-grown diamonds by Engrace Diamonds and vintage luxury handbags from What Goes Around Comes Around.
Sustainability efforts go beyond retail, with initiatives including reusable mugs designed to replace single-use plastic bottles.
Fine jewellery, designer fashion and destination-inspired pieces
Brilliant Lady will also offer a premium jewellery experience, featuring Roberto Coin, John Hardy’s handcrafted creations and Shy Creation’s contemporary designs. The fashion jewellery boutique presents collections from Uno de 50, Swarovski, Kendra Scott, Jet Set Candy and Starboard-exclusive Shae.
Elevating the luxury statement onboard, the shopping offer will showcase premium accessories and leathergoods from Coach, Marc Jacobs and Kurt Geiger, alongside a distinguished range of watches from Swiss brands Frédérique Constant, Longines, Movado, Norqain, Tissot, Bulova and Citizen.
A strong sense of place shapes the onboard fashion offering, with women’s resortwear, accessories and lifestyle pieces from trend-forward labels such as Kiwi St. Tropez, Lamarque and Skemo, alongside athleisure brand Fabletics for men and women.
Men’s contemporary labels include 7 Diamonds, Invicta, John Hatter & Co., Mavrans and New Era.
Completing the collection, branded tees, tanks, hats, totes and sunglasses, along with a special line celebrating the ship’s inaugural season, are also available.
Brilliant Lady will debut from New York, cruising down the East Coast to its home port in Miami for a Caribbean winter season. In 2026, the vessel will reposition to Los Angeles ahead of its eagerly awaited Alaska itineraries, a first for the Virgin Voyages fleet. 🛳️
