Jewelry collection

Zales teams up with Serena Williams for a 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 famous diamond store will become the only retailer of Serena Williams jewelry in the United States, which includes new designs as well as reimagined fan favorites to inspire today’s modern consumer.

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

“We are extremely thrilled to be working with Serena Williams. She is truly an inspiration and an icon,” said Jamie Singleton, President of Kay, Zales and Peoples. “Each design embodies her striking yet playful style, and we’re excited to bring Serena’s signature aesthetic to our customers, giving them another avenue to express themselves and connect with the energy Serena radiates. “

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

“I am so excited to extend the success of Serena Williams Jewelry in collaboration with Zales. I have had a long relationship with Zales as a customer and have always admired their style and appreciated their reputation for quality and customer service. .

Presenting my collection to the Zales client makes so much sense and is truly a dream come true,” says 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 metal and carat weight. The collection is set to launch on August 24, 2021.

To see the collection when it launches, go to

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