Founded in New York City in 1979 by Effy Hematian, this family-run brand has become the cruise industry's largest fine jewelry retailer, with a presence on over 125 ships globally. Effy transitioned into a major onboard operator in 2016 and expanded its scope in 2025 by launching the "Hematian Family Duty-Free" (HFDF) concept, which moves beyond jewelry into luxury handbags and beauty. Their current influence is highlighted by a landmark partnership with Princess Cruises to debut a Fifth Avenue-style flagship boutique on the Star Princess, offering immersive, high-end retail experiences previously unseen at sea.