Serena Williams’ brand of jewelry to be sold in Zales stores – WWD


Serena Williams expands the reach of her namesake 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.

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 very happy to extend the success of Serena Williams Jewelry in collaboration with Zales. I have had a long relationship with Zales as a client and have always admired their style and appreciated their reputation for quality and customer service. Showing my collection to client Zales makes so much sense and it truly is a dream come true, ”Williams said of the deal in a statement.

A spokesperson noted that the partnership is “part of Zales’ strategy to continue to boldly connect with consumers and deliver great deals.”

Williams launched the brand in November 2019 and it claims to present materials extracted ethically and without conflict. The line offers a range of necklaces, rings, bracelets and pendants for everyday wear. Coin prices range from more affordable sterling silver designs to high-end diamond jewelry, with products available from $ 129 to around $ 10,000.

“I like to create pieces that inspire and uplift us, pieces that radiate self-confidence and beauty. This is the spirit of the collection: to celebrate us with bold and uplifting jewelry that makes you feel as beautiful as you are. Each day can be a stylish and sparkling reminder of the power you have within yourself, ”Williams said of the collection.

She added: “Jewelry 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 tastes and my personality. Designing this collection has been an amazing experience, and I can’t wait for you to see it all at Zales.


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