“We’re proud to continue building our partnership with Virgin Voyages as its exclusive retail partner for Brilliant Lady’s inaugural season,” said Lisa Bauer, Starboard’s President and CEO. “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.”
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.
“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,” said Nicole Huang, SVP of Fleet Experiences at Virgin Voyages. “Through thoughtful curation and one-of-a-kind activations that blend exclusivity, storytelling and personalization, Starboard is setting a new standard for cruise retail and helping ensure our Sailors have an unforgettable experience.”
First-at-Sea Luxury Offerings
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 stunning assortments from Blue Stallion Farm and cruelty-free, clean beauty from Briogeo. Men’s and women’s fragrances from the world’s most renowned 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.
Immersive Activations, Personalization and Sustainability
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, Sailors will discover an expertly 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.
Fine Jewelry, Designer Fashion and Destination-Inspired Finds
Brilliant Lady will also feature fine jewelry from Roberto Coin, the Italian luxury brand celebrated for its craftsmanship, quality and design, along with artisan handcrafted pieces from John Hardy and modern, 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 her way down the East Coast to her home port of Miami for a winter season in the Caribbean. In 2026, she will reposition to Los Angeles in preparation for her highly anticipated Alaska itineraries – a first for the Virgin Voyages fleet.
Tags: Brilliant Lady Nicole Huang, Virgin Voyages
