ASIA PACIFIC. German jewellery brand Coeur de Lion is expanding its footprint in Asia Pacific, marking the next phase of its global travel retail strategy. The company has appointed industry veteran and Gulf Pacific Founder Gary Leong as Business Developer for Asia to lead the regional push.
Coeur de Lion and Aeternum Holding CEO Markus Lampe said, “We are excited to embark on an expansion into Asia, where we have recently appointed Gary Leong to strengthen our presence in this dynamic market.
“This marks an exciting new chapter for Coeur de Lion, and we look forward to the future projects ahead.”
Founded in 1987, Coeur de Lion is known for its handcrafted jewellery that blends geometric design with natural influences.
Its signature GeoCube collection, featuring colourful semi-precious stones and pearls, has helped the brand gain recognition in the jewellery market.
Coeur de Lion is part of Aeternum Holding, alongside brands such as Qudo, Liza’s and Danish jewellery house Sif Jakobs.
The company portfolio focuses on accessible, classic pieces with an emphasis on sustainability, targeting both Gen Z and Millennials.
Travel retail fuels brand growth
Coeur de Lion’s move into Asia Pacific follows steady growth across key travel retail channels including airlines, airports, cruise lines and border shops.
The brand is available in over 30 countries through 4,000 independent jewellers and listed with key travel retailers such as Avolta and Gebr. Heinemann.
Its growing airport presence was highlighted by the recent Spring/Summer 2025 collection launch at Stuttgart Airport, in partnership with HSG Flughafen Stuttgart.
According to Managing Director Markus Lampe, travel retail now contributes around 20% of the brand’s total revenue.
The brand is present on over 300 river and ocean cruises, through partnerships with Starboard, MSC, Harding Retail and Gebr. Heinemann. It is also available inflight with leading airlines such as Swiss, Eurowings, Condor and Lufthansa.
Coeur de Lion Key Account Manager Ana Vassallo said, “Coeur de Lion saw amazing developments in cruise retail in 2024, and our results show we are growing year after year.
“We have established ourselves as a ‘must-have’ jewellery brand in both air and sea travel, appealing to a wide range of ages and nationalities with our strong product design and colourful stone aesthetics.”
The brand continues to grow its airport presence across Europe and the Americas, with points of sale across key airports such as Stuttgart, Munich, Frankfurt, Hamburg, Palma de Mallorca, London Heathrow and Manchester. The brand is preparing to make its at São Paulo and Rio de Janeiro airports.
Asia rebound supports expansion
Leong said, “It is exciting to be collaborating with Coeur de Lion and its brands to drive further growth into Asia Pacific. Our goal is to bring newness to a generation of travellers who appreciate the craftsmanship of handmade jewellery.
“Coeur de Lion pieces are vibrant, long-lasting and rich in personal expression. It’s important for brands in this sector to offer keepsakes that connect with customers and remind them of their travel experiences.”
Asia Pacific is witnessing recovery in both trade and tourism. Governments are investing in infrastructure upgrades, including the ongoing expansion of Singapore Changi Airport, which will increase annual passenger capacity to 135 million by 2030.
At the TFWA Asia Pacific Conference in Singapore this year, His Excellency Alvin Tan, Minister of State for Trade and Industry of Singapore, commented that these developments would “strengthen Singapore’s position as a global hub and anchor hub in Asia, connecting Asia to the world.
“It will also enhance our attractiveness as a leading MICE destination and business hub, which the duty-free and travel retail industry can benefit from.” ✈
