Danish jewellery and eyewear brand Pilgrim is further solidifying its presence in the Canadian market through a new partnership with BC Ferries, one of the world’s largest ferry operators. Launching this month, Pilgrim’s 2025 travel retail jewellery collection will debut onboard five of BC Ferries’ major vessels, adding a new layer of retail appeal for millions of domestic and international travellers.
The collection, featuring handcrafted pieces priced between CAD $20 and $120, is being prominently displayed within the fashion departments of the onboard stores. Each floor unit—optimized using planograms and visual merchandising strategies—will showcase about 300 items per square metre, creating a bold retail footprint at sea.
High-Traffic Exposure for a Fast-Growing Brand
BC Ferries operates 25 routes along the Pacific West Coast of British Columbia, including services to Victoria, the provincial capital, and other key tourist destinations on Vancouver Island and surrounding coastal regions. With over 22 million passengers annually, the ferry operator provides a significant platform for brands looking to engage a diverse and mobile audience.
“Pilgrim brings its unique Scandinavian beauty to our ships, and its accessible price point will attract many shoppers to purchase,” said Ruth Fox, Assistant Manager – Retail (Buying Manager) at BC Ferries.
Louise Rohde, Head of Travel Retail for Pilgrim, expressed enthusiasm about the launch: “We are delighted to begin this voyage with BC Ferries and to introduce Pilgrim to their customers. We look forward to our collaboration and extending our presence in Canada at sea, as well as on land.”
Pilgrim’s Growth in Canada
Outside of Scandinavia, Canada is Pilgrim’s largest market, underscoring the brand’s successful North American expansion. The company’s Canadian operations are headquartered in Montreal and run independently under the leadership of Robert Hayes, while still staying closely connected to its Danish roots.
Pilgrim has already established a strong retail network in Canada, with bespoke stores in key cities including Toronto, Montréal, Laval, Brossard, and Québec City. The brand is also featured at several major airports across the country, including Québec City Jean Lesage, Montréal-Pierre Elliott Trudeau, and Edmonton International Airport, through its partnership with Aer Rianta International.
In June 2023, Pilgrim opened a flagship store at CF Toronto Eaton Centre, introducing a new concept that includes an in-store piercing studio, enhancing the customer experience and offering more interactive retail engagement.
Expanding Travel Retail Presence
The collaboration with BC Ferries marks Pilgrim’s continued expansion in the travel retail sector, which complements its presence in airports and boosts brand visibility among both Canadians and international visitors.
Travel retail has become a key strategy for Pilgrim, offering exposure to high volumes of travellers who are increasingly looking for affordable, well-designed souvenirs or self-treats while in transit.
A Brand Rooted in Craft and Sustainability
Founded in 1983 by Annemette Markvad and Thomas Adamsen in Skanderborg, Denmark, Pilgrim began as a small operation selling handmade jewellery at music festivals. The brand’s origin reflects a deep connection to art, music, and people, and that spirit remains central to its identity.
Today, Pilgrim is known for its handcrafted jewellery and sunglasses, all designed in Denmark and crafted “by hand, heart and mind.” Over 70% of Pilgrim’s jewellery is now made from a minimum of 75% recycled materials, as part of its growing commitment to sustainability.
Inclusivity and identity are also key brand pillars. Pilgrim’s collections are designed to appeal to a wide range of styles, personalities, and gender identities, positioning the company as both contemporary and conscious.
Canadian Retail and Wholesale Growth
Beyond its branded stores and airport presence, Pilgrim Canada has developed a significant wholesale network, partnering with over 260 independent retailers and being available in more than 550 retail locations across the country. The brand’s e-commerce platform further complements this, providing national reach for customers looking to browse and buy online.
By aligning Danish design sensibilities with the entrepreneurial energy of Canadian retail, Pilgrim has built a loyal and growing following. Its sustainable, accessible offerings appeal particularly to younger demographics seeking quality jewellery with a story behind it.
