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Tennis champion Serena Williams has unveiled a 70-piece collection of gold, silver and diamond jewellery.

Serena Williams launches namesake jewellery line

Posted November 22, 2019 | By Arabella Roden • Former editor

High-profile tennis player Serena Williams has launched a new jewellery range which is now available through selected US retailers.

The 70-piece collection comprises necklaces, earrings, rings and bracelets – including tennis bracelets.

“I hope my jewellery designs inspire people to love themselves, believe in themselves, and of course, treat themselves”

Serena Williams, tennis champion

According to its website, Serena Williams Jewelry is made with “ethically mined and conflict-free” natural diamonds, 18-carat gold, and sterling silver. It is priced between $US250 and $10,000.

It was first announced at the JCK Las Vegas trade show in May and developed with diamond manufacturer KP Sanghvi.

“This collection is a beautiful celebration of the strong women in my life and around the world. I hope my jewellery designs inspire people to love themselves, believe in themselves, and of course, treat themselves,” Williams said.

Laura Rubin, vice-president KP Sanghvi, added, “Women of all ages love and admire her [Williams] and we are excited to share this inspiring collection with them.”

Serena Williams Jewelry is exclusively stocked at Fred Meyer Jewelers, Macy’s and Littman Jewelers.

An advertising campaign to promote the range began this week, focused on women’s self-purchase.