Serena Williams expands the scope of its eponymous jewelry collection.
Today, the tennis star announces that she has signed a partnership agreement with Zales for the collection, giving the brand a national retail platform to increase sales.
No more WWD
Zales will be the sole retailer of Serena Williams Jewelry in the United States, with products available in stores nationwide starting August 24.
“I am so excited to extend the success of Serena Williams Jewelry in collaboration with Zales. I have had a long relationship with Zales as a customer and have always admired their style and appreciated their reputation for quality and customer service. Presenting my collection to the Zales client makes so much sense and is truly a dream come true,” Williams said of the deal in a statement.
A spokesperson noted that the partnership represents “part of Zales’ strategy to continue to connect with consumers in bold ways and deliver remarkable offerings.”
Williams launched the brand in November 2019 and claims to offer ethically sourced and conflict-free materials. The line includes a range of necklaces, rings, bracelets and pendants for everyday wear. The price of the pieces ranges from more accessible sterling silver models to high-end diamond jewelry, with products available from $129 to around $10,000.
“I love creating pieces that inspire and uplift us – pieces that radiate self-confidence and beauty. That’s the spirit of the collection: celebrating ourselves with bold, uplifting jewelry that makes you feel too beautiful as you are. Every day can be an elegant, sparkling reminder of the power within you,” Williams said of the collection.
She added, “Jewellery is the ultimate reflection of personal style. Whether I choose something simple and dress it up with an impressive necklace or decide on more delicate accents, I show the world my taste and my personality. Designing this collection was an amazing experience, and I can’t wait for you to see it all at Zales.