Serena Williams launches jewellery collection

Tennis champion Serena Williams has announced the launch of her first ever jewellery collection.

The collection will feature pieces designed by Williams, who collaborated with diamond manufacturer K.P. Sanghvi. Ethically-sourced diamonds and 14k gold are used in the designs.

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The 70-piece collection features necklaces, bracelets, earrings and rings, and prices will range between $299 (£233) and $9,999 (£7.7k).

It will supposedly be aimed at a “millennial, predominantly female market for self-purchase and gift-giving”.

Pieces will be “adorned with bold words and phrases” such as ‘Queen’ and ‘Winner’, and personalised ID necklaces and bracelets, pavé diamond signet rings and diamond earrings also feature.

Williams said: “This collection is a beautiful celebration of the strong women in my life and around the world. I’m so grateful for the opportunity to bring a little sparkle and joy to special moments. 

“I hope my jewellery designs inspire people to love themselves, believe in themselves, and of course, treat themselves.”

Laura Rubin, K.P. Sanghvi vice president, said: “Women see Serena as more than just a tennis player – they see her as a female icon who represents empowerment and believing in oneself. Women of all ages love and admire her and we are excited to share this inspiring collection with them.”

Williams will launch her brand campaign with the help of Sublime Communications.

Nicole Enslein, founder and CEO of Sublime Communications, said: “Serena represents so much more than tennis. She connects with women of all ages as a true inspiration, an icon of strength and confidence. Women who purchase these designs will have a piece of Serena’s legacy for years to come. 

“Whether they are buying jewellery for themselves, or for someone else, women want their purchase to represent something – and female empowerment offers a strong emotional connection.” 

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