Majors

Zales Partners with Tennis Legend Serena Williams

MajorsAug 17, 2021

Zales Partners with Tennis Legend Serena Williams

The 23-time Grand-Slam champion is bringing her fine jewelry line to the Signet-owned banner.

Tennis superstar Serena Williams is bringing her eponymous fine jewelry collection exclusively to Zales.
Akron, Ohio—Tennis legend Serena Williams is bringing her fine jewelry collection to Zales via a new exclusive partnership.
 
The 23-time Grand-Slam winner is also the creative mind behind Serena Williams Jewelry.
 
The new collection, available exclusively at the Signet-owned banner, will include new designs and revamped fan favorites.
 
From rings and necklaces to earrings and bracelets, the collection includes more than 60 designs, available in 10-karat gold and sterling silver accented with diamonds.
 
“I’m so excited to expand the success of Serena Williams Jewelry in collaboration with Zales. I’ve had a long relationship with Zales as a customer and have always admired their style and appreciated their reputation for quality and customer service,” said Williams in a press release about the collection.
 
“Introducing my collection to the Zales customer just makes so much sense and really is a dream come true.”
 
SEE: The New Serena Williams Collection

The unifying theme of her designs is “It’s Your Turn to Play,” which encourages passion, self-acceptance, and empowerment.
 
Within that theme are three curations, titled “Unstoppable,” “Believe, Be Great,” and “Queen of Your Court.”
 
“Each design embodies her striking yet playful style, and we are thrilled to bring Serena’s signature aesthetic to our customers, giving them another avenue to express themselves and connect with the energy that Serena emits,” said Jamie Singleton, president of Kay, Zales, and Peoples.
 
The new line has pieces to fit low-to-higher-end budgets, ranging from $129 to $9,999.
 
It is set to launch on Aug. 24.

 Related stories will be right here … 
Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

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