How Serena Williams’ new jewellery collection is helping small business owners

Serena Williams has launched a new jewellery collection under her namesake brand, which will help to support small business owners who have been badly impacted upon by the global coronavirus pandemic.

Entitled ‘Unstoppable’, the collection is made up of just two pieces, a necklace and a bracelet, both of which are crafted from sterling silver and feature a diamond accent-incrusted circle, which was designer to represent Williams’ “positivity and determination”.

The pieces have been made in collaboration with jeweller K.P. Sanghvi and are available to buy on Williams’ website with 100 per cent of profits (from now until 5 August) going towards The Opportunity Fund, an organisation which helps small businesses and hard-working entrepreneurs with funds and financial advice in the United States.

“I am so excited about the Unstoppable capsule collection,” the tennis star and designer wrote on Instagram. “It represents serenity and unity, and is a reminder that your optimism and strength are unstoppable.”

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In a press release, Luz Urrutia, CEO of The Opportunity Fund, explained the importance of supporting these businesses, many of which are Black-owned, during such a difficult time.

“3.3 million — 10 per cent — of the nation’s small businesses went out of business forever between February and April. But Black-owned businesses bore the brunt of the pain; with more than 40 per cent of Black-owned businesses closing down permanently due to the financial crisis precipitated by COVID-19. We have to decide what we want our main streets to look like when this is over. And we must act decisively. We have an opportunity here to build back something better than we had before by accelerating investments in Black entrepreneurs.”

Head this way to shop the Unstoppable collection.

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