Serena Williams Is Donating 100% of Profits From Her New Jewelry Collection to Black-Owned Businesses

July 10, 2020 at 01:52AM

If you have yet to check out Serena Williams’s eponymous jewelry line, get ready to be wowed by the brand’s ethically sourced and beautifully simple pieces. Inspired by the tennis pro’s own personal style, Serena Williams Jewelry (SWJ) launched late last year with unique yet practical accessories the tennis pro herself would sport on the courts. And as if gorgeous fine jewelry wasn’t enough, the brand is giving back to Black-owned businesses with its newest capsule collection.

The Unstoppable collection introduces two matching pieces – a sterling silver bracelet and necklace – each featuring a simple polished circle with a glittering round diamond. In an Instagram post announcing the launch, Serena explained that the circle “represents serenity and unity, and is a reminder that your optimism and strength are unstoppable.” From now through Aug. 5, SWJ is donating all net proceeds from the collection to the Opportunity Fund’s Small Business Relief Fund, which will directly support Black business owners.

The tennis superstar also revealed in an interview with People that the pieces were inspired by a necklace she often wore during her record-breaking year back in 2015. “I wore a circular necklace the last time I won all four Grand Slams in a row,” she said. “I had won four in a row wearing that necklace. I was just really unstoppable.” Shop the chic jewelry below, and prepare to hit “add to bag” immediately.

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Author Yerin Kim | Popsugar
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