Serena Williams Launches A Jewelry Line To Benefit The Bay Area

Laura Eckstein Jones | September 3, 2020 | People Style & Beauty National

Serena williams teams up with Opportunity Fund on a jewelry capsule that gives back to Black-owned businesses in the Bay Area.


Based in the Bay Area, Opportunity Fund is helping support diverse entrepreneurs through its Small Business Relief Fund, an initiative aiming to raise $50 million for small businesses hit hard by the pandemic. Serena Williams Jewelry’s new Unstoppable collection is directly tied to the cause, with proceeds benefiting Black business owners. Here, the multitalented star opens up.

What inspired the collection and the design behind it? I always wear jewelry, even on the tennis court. This piece was inspired by a circular necklace I wore the last time I won all four Grand Slams in a row. That piece means a lot to me, and I truly felt unstoppable that year, hence the name! I wanted to share that feeling with everyone.

Why did you choose to support Opportunity Fund? My team and I were thinking about how the Unstoppable collection could be a mission and not just be about selling jewelry. I wanted people to feel proud about making a purchase that helps others during this time. For this launch, we wanted to support Black-owned small businesses. Opportunity Fund has a long-standing history of giving large amounts of money to some of the most marginalized business owners, so we were excited to have the opportunity to partner on this.

How do you hope people feel when they wear the designs? Like they can accomplish anything. My necklace reminds me of a time when I achieved my wildest dreams—so I hope it can bring that same sense of power to whoever wears it.

How have you been staying sane during quarantine? My daughter keeps me busy. I’ve tried to cherish this moment as a time to be with her to play, learn and grow together. I’ve also been cooking and baking a lot, and every Saturday I host an Instagram Live chat called Serena Saturdays. I look forward to that every week—it’s a safe space where we discuss fashion, current events and sisterhood.

How has your beauty routine changed during the pandemic? I’ve been spending as much time out of the sun as I can. I’m trying to focus on taking care of my skin in a holistic way and want to make sure it’s as healthy on the inside as it looks on the outside.

Tags: celebrity

Photography by: Courtesy of Serena Williams Jewelry