“Excellence, artistry and enduring beauty”: Coeur de Lion and its path in travel retail

German jewelry house Coeur de Lion is extending its footprint in the global market.

According to Markus Lampe, CEO, Coeur De Lion is currently experiencing a dynamic phase of growth and expansion, both in domestic markets and increasingly within the travel retail sector.

“Travel retail has become a gateway for our brand to connect with a broader, more international audience,” he says. “It allows us to showcase our vibrant, handcrafted jewelry to travelers from different nationalities, customers who are drawn to our bold use of color, thoughtful design, and the craftsmanship that defines our identity.”

Each piece of Coeur de Lion jewelry is handmade in Stuttgart, Germany. “This heritage of quality and precision is a cornerstone of our brand,” Lampe adds.

“We are particularly proud of our rapid expansion in collaboration with Avolta, with whom we’ve launched in key Caribbean markets such as the Dominican Republic, Jamaica and Brazil,” says Lampe. “Simultaneously, our long-standing partnership with Heinemann continues to reinforce our presence at leading European travel hubs including Hamburg and Frankfurt airports.” The brand is also present in key airport locations such as Stuttgart, Munich and Cyprus.

The cruise sector is another strategic growth area, with Coeur de Lion jewelry “a must-have at sea” through strong collaborations with MSC, Starboard, Harding+, AIDA, Heinemann, Avolta and Effy aboard both ocean and luxury river cruises.

Lampe notes the start of a new chapter for Coeur de Lion with the appointment of Gary Leong to lead its Asia Pacific expansion. “This is an important strategic move that we’re confident will bring the Coeur De Lion story to even more vibrant retail landscapes across the region.”

Current trends in the jewelry category

Lampe believes that today’s travel retail customers are seeking far more than aesthetics; they’re looking for jewelry with a story. “They want to understand where a piece comes from, how it was made, and the inspiration behind it. Transparency, craftsmanship, and a connection to quality and culture are now as important as beauty,” he says.

Coeur De Lion embraces this evolution by ensuring every collection reflects authentic craftsmanship, lasting quality, and a deep understanding of current fashion trends. The brand’s design process is rooted in continuous research, with color and style forecasts from the fashion industry's most respected trend agencies interpreted through the brand’s unique design language.

The result is collections that feel both contemporary and timeless, blending design innovation with the heritage of handmade production in Germany.

“We make it easy for travelers to recognize and trust our brand by clearly highlighting this provenance in our visual merchandising,” Lampe says. “Every piece tells a story of excellence, artistry, and enduring beauty.”

Growth strategy

Coeur de Lion is a strong believer in long-term, meaningful partnerships, and “fortunate to work with exceptional teams who are equally committed to growing their categories and delivering value to customers”.

To date, the brand’s strongest performance has been in the cruise sector, where the leisurely, immersive shopping environment allows guests to truly engage with Coeur de Lion collections. “They have time to try on the jewelry, explore combinations, and speak with knowledgeable staff,” Lampe explains. “Experiences that often lead to deep brand connection and strong sales. As a result, Coeur De Lion has become a top seller aboard both ocean cruises and luxury river cruises.”

Airports remain an important and growing channel, with continued investment through enhanced training programs and the introduction of Self-Service Units. “Geographically, our growth is robust across the Americas, and we’re building solid momentum in the Asia Pacific region, thanks to our strategic partnership with Gary Leong,” Lampe says. “We’re excited about the potential of these regions and are focused on continuing to adapt our approach to each market’s unique needs.”

Bestsellers

Color has always been at the heart of Coeur De Lion. Its collections are celebrated for their bold yet elegant use of natural stones, freshwater pearls, crystals and timeless design. At the core of the brand’s offering is the GEOCUBE® collection, the signature line inspired by the geometric clarity of Bauhaus design. It continues to be the most popular and best-selling series, resonating with customers across all retail travel channels.

Innovation is a key part of the Coeur de Lion design philosophy. This year’s German Design Award for one of the brand’s necklaces underscores its commitment to both artistry and innovation — perfect for travelers seeking beauty, flexibility and enduring quality in every piece they take home.