CollectionsAug 17, 2022
Playing Doubles: Monica Rich Kosann, Chris Evert Team Up on Tennis Bracelets 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.
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.”
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 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
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.”
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.
More on Collections
The Latest
SourcingNov 13, 2024
Gem Legacy Adventures Announces 2025 Trip Eleven spots are available for travelers to visit Northern Tanzania and Southern Kenya from July 25 to Aug. 4.
AuctionsNov 13, 2024
Aga Khan Emerald Sells for $8.8M, Sets RecordThe emerald brooch-turned-pendant returned to auction after 55 years, setting a world record for most expensive emerald sold at auction.
AuctionsNov 13, 2024
‘Exceptional’ Burmese Ruby Ring Tops $5M at Auction Phillips also sold a 1.21-carat fancy red diamond dubbed the “Red Miracle” for more than $1 million at its jewelry auction in Geneva.
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
MajorsNov 13, 2024
Ariana Grande, Anya Taylor-Joy Star in Holiday Jewelry CampaignsFrom Swarovski to Tiffany & Co., jewelry retailers are enlisting celebrities to highlight their holiday offerings.
Weekly QuizNov 07, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsNov 13, 2024
Royal Chain’s New Catalog Is Out NowThe 2024-2025 book introduces hundreds of new designs.
FinancialsNov 12, 2024
Cartier, Van Cleef & Arpels Continue to Shine for Richemont Richemont’s jewelry sales ticked up 2 percent in the first half of the year, while watch sales plummeted 17 percent.
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
GradingNov 12, 2024
GIA’s Next-Day Services Return for the HolidaysOffered by the lab since 2016, the holiday season special is good from now through mid-December.
Events & AwardsNov 08, 2024
AGTA Reveals Spectrum, Cutting Edge Award Winners for 2024This year’s AGTA Spectrum & Cutting Edge Awards included a new category for engagement rings and a new award highlighting female designers.
FinancialsNov 08, 2024
Brilliant Earth’s Q3 Sales Fall 13%Plus, CEO Beth Gerstein shares her insight on the holiday season and the possibility of new tariffs.
TrendsNov 07, 2024
Amanda’s Style File: Golden and Blue November HuesThe month’s birthstones, citrine and blue topaz, reflect the changing colors of the season.
CollectionsNov 07, 2024
Sidney Garber Collaborates With Carey Lowell on Capsule CollectionThe “Carey Lowell x Sidney Garber” collection stems from the friendship between the jewelry designer and ceramicist.
MajorsNov 07, 2024
Ritani Debuts ‘No-Fuss’ Holiday TV CampaignThe two ads highlight diamond engagement rings and diamond studs with a straightforward approach.
Policies & IssuesNov 07, 2024
Diamonds Do Good To Distribute $250K+ In Grants Next YearIn 2025, the nonprofit plans to continue its support of longstanding partners while also allocating some funds to a new initiative.
AuctionsNov 06, 2024
Two Rolexes With Ties to Titanic Head to AuctionThe Rolex watches are from the collection of “Titanic” co-producer Alfred “Al” Giddings and will go up for sale at Sotheby’s next month.
FinancialsNov 06, 2024
Pandora Posts Double-Digit Revenue Growth in Q3The Danish jewelry company plans to open up to 150 concept stores this fiscal year.
GradingNov 06, 2024
GIA to Close Lab in Ramat Gan, IsraelThe location will close by the end of the year due to it being financially unsustainable, GIA said.
MajorsNov 06, 2024
David Yurman’s Holiday Campaign Celebrates ‘Moments of Joy’The new campaign stars Sterling K. Brown, Hero Fiennes Tiffin, Winnie Harlow, Kyle Kuzma, Arizona Muse, and Iris Law.
CollectionsNov 05, 2024
Jacquie Aiche is Hosting an Online Treasure HuntOne lucky winner will receive a “Lizzie” diamond bracelet.
IndependentsNov 05, 2024
Long's Jewelers Names New Director of BuyingSamantha Larson has joined the Boston-based retailer.
Events & AwardsNov 05, 2024
JA, BIJC Now Accepting EJAP Applications for 2025The Emerging Jewelers Accelerator Program will guide retail jewelry entrepreneurs through an eight-month educational curriculum.
Events & AwardsNov 05, 2024
Tiffany & Co., CDFA Announce Design Award FinalistsTen chosen designers will receive mentorship and participate in a design contest for the Tiffany & Co. x CFDA Jewelry Designer Award.
MajorsNov 04, 2024
Jewelers Mutual Appoints Mastercard Exec to Its BoardDana J. Lorberg brings 35 years of experience in finance, technology, and strategy to the role.
CrimeNov 04, 2024
FBI Offering $15K Reward for Info on Halloween Mask-Wearing RobbersThe suspects are said to have been involved in the armed robberies of four jewelry stores across three Midwest states.
CollectionsNov 04, 2024
John Hardy’s New Jewels Turn the Black Sands of Bali into DiamondsThe new designs blend Creative Director Reed Krakoff’s aesthetic with the brand’s Balinese roots.
IndependentsNov 04, 2024
Eiseman Jewels is Celebrating Watches All Month-LongThe Dallas-based jeweler will showcase timepieces from Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Parmigiani Fleurier, and more.
