Watch and jewellery specialist Kurate International is planning a further travel retail expansion in 2025, with new locations and product listings planned to strengthen its global presence.
Looking back over the past 12 months, Kurate International Key Account Manager Sharon Edwards Smith said: “2024 has been quite a year for us with very successful new ground locations bringing amazing results as Kurate continues to lead the affordable luxury segment of the watch and jewellery category.”
For over a decade, Kurate has established itself as a key fashion jewellery player in travel retail, offering accessible and stylish products through its Moon, Belle & Beau and You brands. Each brand caters to a diverse range of customer preferences while maintaining an emphasis on quality and value for money.
“This year our focus has been on securing new ground store locations and we are looking forward to ‘crowning’ 2024 with Aer Rianta International (ARI) at Portugal’s Faro International Airport,” Edwards Smith added. “Our partnerships with ARI in Cyprus, at both Larnaca and Paphos airports, and at Portugal’s Lisbon hub, have proven particularly successful as has a collaboration with Avolta at Edinburgh Airport.
“Promotions for our brands have put Kurate well and truly on the map, indicating once again that we have the products that today’s travelling customers are seeking. Value for money is key, as is high quality not just in the products that are offered but in the way they are presented.”
Kurate’s strategy for 2025 and beyond is to secure further ground stores. “Whilst growing and strengthening our collaborations with existing customers, new partnerships are in the making and will be announced soon,” Edwards Smith explained.
Kurate has seen notable growth in the cruise sector, driven by the introduction of its innovative countertop spinner. The versatile unit, which can hold approximately 50 SKUs, is designed to optimise retail space and has contributed to increased sales across multiple markets.
The display has proven particularly effective with cruise retail partner Harding+. “This display appeals to the variance of passenger profiles and is well suited to the impulse purchase with our affordable prices,” she added.
Inflight retail remains a key focus for Kurate, with strong demand for its Moon watch sets and selected Belle & Beau jewellery lines. UK-based Jet2 has been a standout partner for these products, while the Belle & Beau Aurora Multi-Piece Set has performed well with Singapore Airlines and Kenya Airways (via Tourvest).
Additional Belle & Beau listings are expected to be announced soon.
“The success of these lines on various airlines clearly indicates that Kurate International’s products are perfect for today’s travelling consumers,” Edwards Smith said. “Our continued focus on affordable luxury plays a key role in our success in the travel retail channel. That focus will not change, nor will our ability to meet the latest trends in both the jewellery and watch markets.”
At the TFWA World Exhibition in Cannes, Kurate showcased its refreshed line-up, including new Moon watches for women and the latest Belle & Beau waterproof jewellery collection. Designed for everyday wear, the stainless-steel range features necklaces, earrings, bangles, anklets and gift sets, highlighting Kurate’s commitment to versatile, durable designs that resonate with modern travellers.
“The jewellery doesn’t tarnish, discolour or fade, making this stainless-steel range perfect for travel retail,” Edwards Smith said. “It’s stylish and with yellow-gold finish and chunky pieces very much on-trend. Like all Kurate’s pieces, there are designs to suit all tastes and the pricing is reasonable.
“With the initial collection geared towards inflight sales and further selections to follow, buyers loved the offer with some listings confirmed before the end of the TFWA event. The new range will be included in our main floor stand in airports and on ferry and cruise ships in spring 2025.”
“Our customers can wear the jewellery for longer and while reducing waste, the pieces, where possible, are made with recycled metals,” she added. “At the same time, we are reviewing and improving our packaging and presentation methods to suit customer needs and to meet our sustainability goals. This is a top focus for Kurate and further details will be revealed soon.”
Kurate’s forward-looking strategy underlines its confidence in the resilience and growth potential of the global travel retail market.
“More and more people are travelling and we have the products which appeal to a wide range of those on the go,” Edwards Smith said. “We cater for those consumers looking for something different but affordable, something that makes a statement, products which target both self-treating and gifting. We are looking forward to another good year.” ✈
