Serena Williams Just Launched a Fine Jewellery Line

“Most people like jewellery, but I love jewellery,” Serena Williams recently told Vogue in an interview.

In fact, she loves jewellery so much that she even wears it on the court — “massive rings, diamonds, necklaces” — during her tennis matches, and has now launched a jewellery line of her own. Using only ethically-sourced diamonds and the finest precious metals, Serena Williams Jewellery launches officially today, featuring a collection of over 70 pieces.

“This collection is a beautiful celebration of the strong women in my life and around the world,” reads a quote from her on the brand’s website. “I’m so grateful for the opportunity to bring a little sparkle and joy to special moments.”

Pieces in Williams’ first collection range from diamond-encrusted link hoops to ID tag necklaces with words like ‘winner,’ ‘queen’ and ‘loved.’ Heart and star motifs make a regular appearance, which makes sense given Williams’ affinity for the shape. “I am obsessed with hearts,” she says. “If you go back and look at photos, pretty much all my matches—99% of the time—you see me wearing some sort of heart necklace.”

Williams is not a jewellery designer of course—she’s busy being a record-breaking athlete, activist and mother—but she was intimately involved with every aspect of her debut collection.

“I spent hours looking at every single piece,” she tells Vogue. “I’d say, ‘Let’s change the chain on this’ or ‘Let’s do a herringbone here’ or ‘Let’s do more of a classic look for this or a different finish for that.’”

The collection is live and shoppable on her site from today.

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