Designers / Diamonds / Fashion / Gold / Industry

Zales Inks Deal With Serena Williams Jewelry


Zales has announced an exclusive deal with Serena Williams Jewelry, the line from the 23-time Grand Slam winner and entrepreneur.

Zales will be the sole retailer for Williams, whose goal is to create designs that represent her style and also inspire self-love, strength, and resilience. Pieces will include existing fan favorites as well as new designs. Her collection will be available in Zales stores and on on Aug. 24.

The partnership works well for Williams and Zales, as both have long-held commitments to responsibly sourced fine jewelry.

“We are extremely excited to work with Serena Williams. She’s truly an inspiration and an icon,” said Jamie Singleton, president of Kay, Zales, and Peoples, in a statement. “Each design embodies her striking yet playful style, and we are thrilled to bring Serena’s signature aesthetic to our customers, giving them another avenue to express themselves and connect with the energy that Serena emits.”

Williams’ collection has the theme “It’s Your Turn to Play” and includes three groups of pieces—Unstoppable, Believe Be Great, and Queen of Your Court—that encompass 60 designs of rings, necklaces, earrings, and bracelets set in 10k gold and sterling silver accented with diamonds. Prices range from $129 to $9,999.

Zales Serena gold
Serena Williams Signature collection for Zales

“I’m so excited to expand the success of Serena Williams Jewelry in collaboration with Zales,” said Williams in the same statement. “I’ve had a long relationship with Zales as a customer and have always admired their style and appreciated their reputation for quality and customer service. Introducing my collection to the Zales customer just makes so much sense and really is a dream come true.”

Top: Serena Williams, wearing pieces from her jewelry line (all photos courtesy of Zales)

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Kristin Young

By: Kristin Young

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