Thread: HAL Expands Shops With Exclusive Jewellery Boutique

HAL News release

Seattle, WA, June 1, 2009 - The latest in high-end designer jewelry soon will be found aboard all Holland America Line ships as part of a continuing and extensive Signature of Excellence initiative which represents an investment of more than $525 million.

Merabella, a high-end jewelry boutique with one-of-a-kind collections, was first added to ms Amsterdam in 2006 and has enjoyed tremendous success. The boutique will be its own, separate shop with an elegant atmosphere. Guests will enjoy a one-on-one shopping experience in a luxury salon with a knowledgeable staff member.

"Merabella is an intimate boutique created for a memorable and extremely personalized shopping experience," said Richard D. Meadows, CTC, executive vice president, marketing, sales and guest programs. "Merabella boutiques are now aboard many of our ships. It's been so well received that we recently made the decision to incorporate the boutique on our entire fleet."

The branded designer jewelry collections are selected for their beauty and timeless elegance. Jewelry collections include stunning designs from LeVian, Christopher Designs, Chimento, Genesis, Tara and Sons plus many more designers. The boutique will be added on board ships during scheduled dry docks beginning with the Veendam in spring 2009 and will be completed by early 2011.

This next phase in the Signature of Excellence commitment brings the latest innovations at sea to Holland America Line's ms Statendam, ms Maasdam, ms Ryndam, ms Veendam and ms Rotterdam. Upgrades begin with new fixtures and soft goods in staterooms and bathrooms. A new category of stateroom, the Lanai stateroom with direct access to Lower Promenade deck, will be added along with several new staterooms on the aft portion of each ship. Highlights are the resort pool feature called The Retreat, the Showroom at Sea and the new Mix, three specialty lounges midship. Completing projects will be the addition of Canaletto, Holland America Line’s popular and complimentary casual Italian restaurant, introduced with ms Eurodam in summer 2008. Except for Veendam, completed at end of April 2009, and Rotterdam, to be completed in December 2009, enhancements will be completed in two phases. Overall Holland America Line has committed $525 million to its Signature of Excellence program that redefines premium cruising.

Editor's note: Images available at Holland America Line Inc. - Signature of Excellence 2009 - CleanPix.

Holland America Line's fleet of 14 ships offers nearly 500 cruises to 320 ports in more than 100 countries, territories or dependencies. Two- to 108-day itineraries visit all seven continents, and highlights include Antarctica, South America, Australia/New Zealand and Asia voyages; a Grand World Voyage; and popular sailings to ports in the Caribbean, Alaska, Mexico, Canada/New England, Europe and Panama Canal. A 15th ship, ms Nieuw Amsterdam, is scheduled to join the fleet in 2010. Fleetwide, the company features Signature of Excellence enhancements, a commitment totaling more than $525 million, that showcase the Culinary Arts Center presented by Food & Wine magazine - a state-of-the-art onboard show kitchen where more than 60 celebrated guest chefs and culinary experts provide cooking demonstrations and classes - Explorations Café powered by The New York Times, teens-only activity areas and all new stateroom amenities highlighted by flat-panel TVs and plush Euro-top Mariner's Dream Beds.