Collections

As Its Namesake Sets to Retire, Serena Williams Jewelry Debuts New DTC Website

CollectionsAug 19, 2022

As Its Namesake Sets to Retire, Serena Williams Jewelry Debuts New DTC Website

The company is no longer selling its jewelry at Zales, which first partnered with Williams last August.

The redesigned website for Serena Williams Jewelry emphasizes the tennis legend’s motto, “Be Unapologetically You.”
New York—Serena Williams’ jewelry line has a new digital home.

The Serena Williams Jewelry direct-to-consumer website recently underwent a redesign, bringing the tennis legend’s motto, “Be Unapologetically You,” front and center.

The fine jewelry collection backed by the tennis legend is crafted using “ethically sourced and conflict-free” diamonds and precious metals, said the company, with support going to local mining communities.

Her line includes necklaces, bracelets, rings and earrings, ranging in price from $79 to $5,999.

The collections have tennis-inspired names, like “Queen of Your Court,” which includes tennis bracelets and necklaces, and “Unstoppable,” a collection inspired by her many achievements.

The tennis star also has a fashion jewelry line called “S by Serena.”

A selection of pieces from Serena Williams Jewelry
A selection of pieces from Serena Williams Jewelry

Williams partnered with Zales last summer, offering an exclusive collection of her fine jewelry via its stores and online, but the collection is no longer being sold there, Zales confirmed.

In a statement to National Jeweler, Zales said: “We really appreciate Serena Williams as a partner and long-time customer. She has been lovely to work with. Although the Serena Williams Jewelry collection is no longer at Zales, we are excited to see Serena Williams continue her groundbreaking path as an entrepreneur and fashion leader. We wish her all the best.”

 Related stories will be right here … 

The announced redesign of her direct-to-consumer website follows the news that Williams will soon retire from playing tennis.

In the Vogue article announcing her retirement, Williams wrote, “I’m here to tell you that I’m evolving away from tennis, toward other things that are important to me.”

Williams, who has a 5-year-old daughter named Olympia with husband and Reddit founder Alexis Ohanian, said in the article she will focus on, and possibly expand, her family.

She also wants to dedicate time to Serena Ventures, a small investment firm she founded.

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