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Tennis star and entrepreneur Serena Williams recently launched her own jewelry line, and now a creative campaign celebrating strong women will accessorize the line.

The creative campaign, developed by Sublime Communications, captures Williams’ strong sense of self and looks to help inspire women to love themselves and treat themselves with self gift-giving, according to the language on the website and in the campaign.

Serena Williams Jewelry is an extension of Williams’ S by Serena clothing line and a natural progression for her growing entrepreneurial empire. The campaign conveys the core essence of Williams, who embodies inspiration, empowerment and celebration of self.

The campaign features digital marketing and out-of-home and will eventually add video and television. Taglines like “Be an accessory to no one” and “Sweep yourself off your own feet” accompany images of Williams wearing her shiny pendants, rings, earrings and necklaces.

Other empowering tags highlight non-Williams-starring ads, like “Run circles around every challenge” which shows a double diamond-studded ring, and “Why shouldn’t a woman ruffle a few feathers?” to spotlight feather-shaped earrings.


Agency: Sublime Communications

Client: Serena Williams Jewelry