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.

The Latest

Events & AwardsSep 24, 2021
These 3 Companies Will Receive Business Grants from PGI USA

PGI created the program to accelerate the growth of the platinum jewelry market in the U.S.

CollectionsSep 24, 2021
Zales Introduces Elvis Presley Men’s Jewelry Line

From its curb link chains to statement diamond rings, the new collection takes inspiration from the “King of Rock ‘n’ Roll.”

TrendsSep 24, 2021
Piece of the Week: Mateo’s Initial Pendant

It’s a trendy take on personalization.

Brought to you by
Bringing Sexy Back: The Allure of COUTURE, Italian Style

Take a tour of Italian designers at COUTURE 2021.

CrimeSep 23, 2021
5 Men Who Fenced Stolen Diamonds Get 15 Years in Prison

They bought and resold jewels from a South America-based gang that targeted traveling salespeople across the United States.

Weekly QuizSep 23, 2021
This Week's Quiz
Test your knowledge of jewelry news from the week of Sept. 20-24, 2021.
Take the Quiz
SourcingSep 23, 2021
Joanna Hardy Completes Gemstone Trilogy with ‘Sapphire’ Book

It’s the follow-up to “Emerald” and “Ruby.”

GradingSep 23, 2021
Another Diamond With Fake GIA Inscription Surfaces

Graders at HRD Antwerp found this one, a HPHT-treated natural diamond inscribed with the report number of an untreated stone.

Brought to you by
What is your Health Care Coverage Strategy?

Health care coverage is a big expense for small businesses - find out how to lower costs long-term instead of every 12 months.

Events & AwardsSep 22, 2021
From Conclave: JVC Shares Anti-Money Laundering Program Tips

Plus, jeweler Melissa Quick of Steve Quick Jeweler details what it was like to go through an AML audit.