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S By Serena - Presentation - February 2020 - New York Fashion Week: The Shows

Source: Dia Dipasupil / Getty

Serena Williams is more than just a tennis icon. The mother, fashion designer, and advocate has just broadened her brand to include jewelry. Launched a little over a year ago, Serena Williams Jewelry is a collection of beautifully crafted accessories that include earrings, necklaces, bracelets, and rings. When developing this brand, Serena wanted to pay homage to the women in her life.

“The collection is a beautiful celebration of the strong women in my life and around the world. My designs inspire people to love themselves, believe in themselves, and, of course, treat themselves,” she said on her website.



In addition to the inspiration behind the brand, Serena’s latest ‘Unstoppable’ collection has an important mission. One hundred percent of net sales from the limited-edition accessories will be donated to Black-owned businesses through the Opportunity Fund. The Opportunity Fund is an organization that provides loans to both low-income and moderate-income immigrants, women, and other underserved small business owners.

“We really wanted to find a way to not only give back, but to find ways that people could feel progressive during a time like this. Everyone is asking what they can do to help fight social injustice. I wanted to create an avenue for people to do that. I wanted consumers to feel good about buying a necklace or bracelet that supports women of color, Black women in particular, who are [subject] to oppression and rejection,” Serena said in an interview with Bustle.

You can learn more about the ‘Unstoppable’ collection on the Serena Williams Jewelry website.


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Serena Williams Donates Proceeds From Jewelry Brand to Black-Owned Businesses  was originally published on hellobeautiful.com