Serena Williams Unveils Jewelry Capsule to Benefit Black-Owned Businesses



Ever since we covered the debut of tennis icon Serena Williams’ fine jewelry collection last fall, we’ve been anticipating her next big announcement. And it’s here: She just released a special-edition jewelry capsule comprising a bracelet and necklace in sterling silver, each with a single diamond accent, to benefit the Opportunity Fund’s Small Business Relief Fund. 

Titled Unstoppable, the collection hinges on the evocation of this single word, one that can easily describe Williams’ tennis career, combined with being a mother and successful fashion and fine jewelry entrepreneur.

Serena Williams Unstoppable collection bracelet
The bracelet and companion necklace are etched with the word Unstoppable around a polished circle. Unstoppable diamond bracelet, $100.

But the word unstoppable is also a call to action—in wearing these pieces, the hope is that Williams’ fans and followers will be able to harness her positivity, passion, and determination, and, thus, find their own boundless reserves of inner strength, kindness, and grace.

Serena Williams Unstoppable collection
At just $100 each, you can afford to get both the Unstoppable diamond toggle necklace and the bracelet—one for you, and one for someone you know who needs to be reminded that no matter the challenges ahead, they are, indeed, unstoppable. Unstoppable diamond toggle necklace, $100.

JCK recently reported on a number of charities that jewelry designers and companies are supporting in an effort to realize activist goals of diversity, equality, and justice within BIPOC communities and beyond. Williams’ choice of the Opportunity Fund is the perfect charity partner for the capsule because its goals align with her proven core values of self-empowerment, fearlessness, and a willingness to confront adversity on and off the court, always on her own terms.

Now through August 5, 100% of net proceeds of the Unstoppable limited-edition pieces will exclusively benefit the Opportunity Fund’s Small Business Relief Fund to provide support directly to Black small business owners.

“Three-point-three million—10%—of the nation’s small businesses went out of business forever between February and April,” said Opportunity Fund CEO Luz Urrutia in a statement. “But Black-owned businesses bore the brunt of the pain, with more than 40% of Black-owned businesses closing down permanently due to the financial crisis precipitated by COVID-19.

“We have to decide what we want our Main Streets to look like when this is over. We have an opportunity here to build back something better than we had before by accelerating investments in Black entrepreneurs.”

No Wimbledon this July, but I think Williams’ contribution to this urgent objective is deserving of rounds of applause.

As she said of the jewelry on Instagram: “It represents serenity and unity, and is a reminder that your optimism and strength are unstoppable.”

Basically, a message that the world needs now in every way.

 

Top: In addition to net proceeds of sales of Unstoppable, a percentage of the purchases from the Serena Williams Jewelry core collection (modeled here by champion herself) will also be donated to the Opportunity Fund.

 

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All That Glitters writer