Travel retailer Dufry, soon to rebrand as Avolta, has teamed up with Norwegian Cruise Line to open the first Swarovski boutique at sea.

Unveiled on board vessel Norwegian Escape, the boutique spans 56 sqm and carries the full 500 SKU-strong Swarovski range.

Products available in the store include jewellery, watches, writing instruments an dhoem accessories. 

The Swarovski store is said to reflect the fashion and glamour of the brand. The new blue signature shade is featured throughout along with sleek décor.

Norwegian Escape is currently cruising Canada and New England, before heading to Bermuda and the Caribbean this autumn and winter.

Dufry opens ‘mesmerising’ Swarovski store

“We are extremely honoured to have played our part in making this first at sea luxury boutique a reality,” said Gian Botteri, Head of Cruise Division at Dufry.

“We strive to make the journey as exciting as the destination, and we have worked in close collaboration with our partners at Swarovski to bring both their vision and ours to life. 

“In this stunning new boutique store onboard Norwegian Escape, guests will discover an experience that is luxurious, mesmerising and personal to them, and we are thrilled to welcome them.”

Craig Steyn, Vice President of Onboard Revenue Operations of Norwegian Cruise Line, added: “With our ‘Guest First’ approach, NCL is constantly looking to innovate and give our guests more of what they love and want, and the addition of this new Swarovski boutique is no exception to that approach.

“We are thrilled to be partnering with Dufry and Swarovski to bring this first-of-a-kind experience to sea. 

“We know that our guests are going to love Swarovski’s captivating crystals, which make the perfect keepsake to remember their incredible cruise vacation and compliment the lifelong memories they create while sailing aboard Norwegian Escape.” 

Dufry announced in August that its 2023 H1 takeover hit CHF5.7 billion, representing 31.5% organic year-on-year growth.