We curate standout retail experiences for luxury destinations, connecting thoughtful brands with discerning travellers, enhancing each property’s narrative while delivering measurable commercial impact.

ELEVATED DESTINATION RETAIL

Hotel boutiques are no longer an afterthought. They’re an integral part of the guest experience.

Destination retail deserves the same level of curation, taste, and intention as the rest of the guest experience. At the same time, brands deserve to be encountered in places where they can be experienced in context.

We connect exceptional hotels with thoughtful brands to create destination retail that enhances the stay and drives meaningful revenue.

Through considered brand selection, original merch and collaborations, we create retail experiences that deepen a sense of place and deliver commercial value.

CURATED RETAIL BUYING FOR HOTELS

We help you transform retail into a distinctive, revenue-driving extension of the guest experience,  shaped with the same depth, intention, and point of view as the rest of your world.

  • We build assortments that feel specific to your property, not generic, not trend-led, but rooted in place and aligned with your guest. The result is retail that drives conversion because it feels intentional.

  • We create partnerships that add cultural relevance and differentiation to your property, giving you something guests can’t find elsewhere, and a reason to engage beyond the stay.

  • We curate immersive pop-ups and events that extend beyond the boutique, creating memorable experiences guests take home with them and deepening their connection to your property.

  • We create considered products that elevate everyday touchpoints across your hotel, whether experienced in-room, by the pool, or taken home — adding depth and personality to the guest journey.

RETAIL PLACEMENTS FOR BRANDS

We place your brand in exceptional hotels that align with your world, where your product naturally stands out.

  • We place you within luxury hospitality and destination environments that align with your world, ensuring your product sits in a setting where it naturally stands out.

  • We create co-branded editions with exceptional hotels, placing your brand within carefully curated worlds and elevating its visibility through association and experience.

  • We create moments that allow customers to experience your brand physically, building connection, storytelling, and memory in a way traditional retail can’t.

  • We co-create hotel-exclusive products that extend your brand into new contexts, aligning you with distinctive destinations in ways that elevate perception and deepen association.

We come from luxury, not hotels. We bring brand strategy, fashion distribution, and a sharp commercial instinct together with a refined editorial sensibility, to shape how brands live within hospitality.

AN EXPERIENCED INDUSTRY POV

We are Joana de Noronha and Ceci Guicciardi Joannou. Between us, we’ve built brands, developed global wholesale businesses, and worked with leading fashion and resort brands and landmark hospitality properties — from The Copacabana Palace to brands such as Borgo de Nor, Barefoot Chic, Heidi Klein and Linda Farrow.

This background gives us a clear understanding of how product is positioned, distributed, and experienced — and how retail can strengthen the identity of a destination through the right brand partnerships.

We work with a small number of properties and brands at any one time, allowing us to stay close and thoughtful in how each partnership is shaped.

GET IN TOUCH

Discover our Edits on Instagram:

Movement sharpens the senses. Stations at first light, airport lounges not quite awake, the familiarity of routes taken often enough to feel instinctive. A life lived between cities finds its own rhythm — small rituals, repeated gestures, the e
In tropical landscapes everything slows — the air thick with warmth, the sound of leaves shifting in the breeze, the distant rhythm of waves. Paths wind between palms and gardens, light filters through dense green canopies, and the days settle
High in the mountains, life is reduced to its essentials: open sky, shifting weather, and the simple pleasure of returning somewhere warm at the end of the day. The air is clear, the silence deeper than expected, broken only by wind moving across the
Life near the water moves with a quiet, deliberate rhythm. Wooden jetties, shimmering light that lingers late into the evening, the gentle movement of boats against the dock. Days unfold simply — swimming, reading, long lunches that drift into