Jewelry collection

Zales partners with Serena Williams for jewelry collection


Zales has announced its exclusive deal with Serena Williams Jewelry, the fine jewelry collection of 23-time Grand Slam winner and entrepreneur Serena Williams. The popular diamond store will become the only Serena Williams Jewelry retailer in the United States, which features new designs as well as fan favorites redesigned to inspire today’s modern consumer.

The collection reflects Williams’ goal of designing pieces that represent his bold style while inspiring self-love, strength and resilience. The relationship is perfect, as Serena Williams Jewelry and Zales have longstanding commitments to responsible fine jewelry. This breathtaking collection will be available in stores and on from August 24e.

“We are extremely happy to work with Serena Williams. She is truly an inspiration and an icon,” said Jamie Singleton, President of Kay, Zales and Peoples. “Each design embodies its striking yet playful style, and we are delighted to bring Serena’s signature aesthetic to our customers, giving them another opportunity to express themselves and connect with the energy that Serena emits.”

Williams is known for playing with her style both on and off the pitch. Incorporating this concept into the collection, the designs focus on the theme “It’s up to you” which promotes the concepts of passion, self-acceptance and empowerment. This resulted in three renowned curations called Unstoppable, Believe Be Great and Queen of Your Court.

“I am delighted to extend the success of Serena Williams Jewelry working with Zales. I have 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 the Zales customer makes so much sense and it truly is a dream come true, ”said Williams.

Serena Williams jewelry, exclusively available at Zales, includes over 60 sparkling designs of rings, necklaces, earrings and bracelets, set in 10K gold and sterling silver accented with diamonds. Fine jewelry ranges from $ 129 to $ 9,999 depending on the metal and karat weight. The collection is expected to launch on August 24, 2021.

To view the collection when it launches, please visit

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