Danish jewelry and eyewear brand Pilgrim has launched its 2025 travel retail jewelry collection aboard BC Ferries, one of the world’s largest ferry operators. The collection is now available on five ferries, in the fashion departments of the onboard stores.
Priced between CAD 20 and CAD 120, the jewelry will be showcased on Pilgrim’s dedicated floor units. These units are designed to display up to 300 items per square meter, with a focus on effective visual merchandising and planogram setups.
BC Ferries, which serves over 22 million passengers annually, operates 25 routes along the Pacific coast of British Columbia. The ferry service connects various locations, including the province’s capital, Victoria, and several world-renowned tourist destinations.
Ruth Fox, Assistant Manager of Retail at BC Ferries, expressed enthusiasm for the new partnership, saying, “Pilgrim brings its distinct Scandinavian charm to our ships, and the brand’s accessible pricing is sure to attract many shoppers.”
Louise Rohde, Pilgrim’s Head of Travel Retail, also welcomed the collaboration, adding, “We are excited to embark on this journey with BC Ferries and introduce our brand to their passengers. This partnership marks a key step in expanding our presence in Canada, both at sea and on land.”
Canada is Pilgrim’s largest market outside Scandinavia. The brand has established a strong presence with stores in major cities such as Québec, Toronto, Laval, Brossard, and Montréal. Pilgrim jewelry is also available at key airports, including Québec City Jean Lesage, Montréal-Pierre Elliott Trudeau, and Edmonton International, in partnership with Aer Rianta International.
Known for its commitment to sustainability and inclusivity, Pilgrim designs its jewelry in Denmark, crafting each piece by hand. Over 70% of its jewelry is made using a minimum of 75% recycled materials, reflecting the brand’s dedication to both ethical production and forward-thinking design.
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