Cœur de Lion appoints Gary Leong as Business Developer for Asia
Gary Leong will spearhead Coeur de Lion's expansion in Asia Pacific
German jewelry house Coeur de Lion has announced a major strategic expansion into the Asia Pacific region, a move said to mark the next chapter in its growing presence in global travel retail.
Spearheading this initiative is the appointment of Gary Leong, industry veteran and founder of Gulf Pacific, as Business Developer for Asia.
According to the brand, this strategic development highlights Coeur de Lion’s commitment to deepening its presence in one of the world’s most dynamic and influential travel retail markets.
Markus Lampe, CEO of Coeur de Lion and Aeternum Holding, said, “We are excited to embark on an expansion into Asia, where we have recently appointed Gary Leong to strengthen our presence in this dynamic market. This marks an exciting new chapter for Coeur de Lion, and we look forward to the future projects ahead.”
A heritage of craftsmanship and color
Founded in 1987, Coeur de Lion is renowned for its handcrafted jewelry inspired by geometric forms and the beauty of nature. The brand has gained international recognition for its GeoCube designs, contemporary color combinations, and use of semi-precious stones and pearls—crafted to suit everyday wear and all ages.
Coeur de Lion is part of Aeternum Holding, alongside brands such as Qudo, Liza’s, and Danish jewelry label Sif Jakobs. Together, the portfolio offers accessible, timeless jewelry rooted in sustainable practices and designed to resonate with Gen Z and millennial consumers.
Coeur de Lion is known for its GeoCube designs
Strong travel retail momentum
Coeur de Lion’s expansion into Asia Pacific builds on its success across various travel retail channels—including airlines, airports, cruise lines, and border shops. The brand’s products are sold in more than 30 countries by 4,000 independent jewelers and are featured by leading global retailers such as Avolta and Gebr. Heinemann.
The recent launch of the Spring/Summer 2025 collection at Stuttgart Airport, in collaboration with HSG Flughafen Stuttgart, is a testament to the brand’s increasing airport retail visibility.
Lampe recently confirmed that travel retail now accounts for approximately 20% of the company’s total revenue.
“Coeur de Lion has built a robust and expanding footprint within the global travel retail sector,” he said. “This strong performance underscores our strategic commitment to travel retail as a cornerstone of our business.”
Cruise sector leadership and airline partnerships
Coeur de Lion has established a dominant position in the cruise retail market, with a presence on more than 300 river and ocean ships, through partnerships with Starboard, MSC, Harding Retail, and Heinemann.
In the airline segment, the brand is featured on board premium carriers such as Swiss, Eurowings, Condor, and Lufthansa.
Ana Vassallo, Key Account Manager at Coeur de Lion, commented, “Cœur de Lion saw amazing developments in cruise retail in 2024, and our results show we are growing year after year.
“We have established ourselves as a ‘must-have’ jewelry brand in both air and sea travel, appealing to a wide range of ages and nationalities with our strong product design and colorful stone aesthetics.”
Airport retail footprint
The brand continues to grow its airport presence across Europe and the Americas, with successful points of sale in Stuttgart, Munich, Frankfurt, Hamburg, Palma de Mallorca, Heathrow, and Manchester amongst others. It is also preparing to debut in São Paulo and Rio de Janeiro airports.
Speaking on the brand’s upcoming entry into Asia Pacific, Gary Leong shared his enthusiasm, “It is exciting to be collaborating with Cœur de Lion and its brands to drive further growth into Asia Pacific. Our goal is to bring newness to a generation of travelers who appreciate the craftsmanship of handmade jewelry.”
Leong’s appointment brings deep regional experience and insight to the team.
“Coeur de Lion pieces are vibrant, long-lasting and rich in personal expression,” added Leong. “It’s important for brands in this sector to offer keepsakes that connect with customers and remind them of their travel experiences.”
Favorable market conditions
Asia Pacific is seeing robust recovery in both trade and tourism. Governments are investing in infrastructure upgrades, including the ongoing expansion of Changi Airport, which will increase annual passenger capacity to 135 million by 2030.
At the TFWA Asia Pacific Exhibition & Conference, Singapore’s Minister of State Alvin Tan commented that these developments would help “enhance [Singapore’s] attractiveness as a leading MICE and business hub,” adding that the travel retail industry stands to benefit greatly.
According to Tan, this development will ultimately “strengthen Singapore’s position as a global hub and anchor hub in Asia, connecting Asia to the world. It will also enhance our attractiveness as a leading MICE destination and business hub, which the duty-free and travel retail industry can benefit from”.
The country’s thriving cruise industry will continue to gain momentum with the highly anticipated Disney cruise ship arriving in 2025, reinforcing Southeast Asia’s leading home port as one of many key markets for Coeur de Lion to establish its presence in.
Vassallo also noted the “timeless designs and top quality guarantee the longevity of our products,” reflecting the brand’s commitment to meet the on-going demands of a diversified global travel retail sector.
