Tennis star and entrepreneur Serena Williams has launched her own jewelry line, and today (19 November) 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, said Nicole Enslein, founder and chief executive officer of Connecticut-based Sublime Communications.
“We want women to treasure themselves and treat themselves – you don’t have to wait for someone else to buy you a piece of fine jewelry,” Enslein told The Drum.
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.
Enslein said that Williams was hands-on in building the campaign with the agency.
“Because it represents her vision, Serena was involved in the campaign process, providing input every step of the way, from logo development and website design, to copy approval, ad campaign execution and production. She loves the campaign because it fully aligns with her own attitude and spirit. It’s been a thrill and total pleasure to work with her and her entire team,” she said.
She added that the campaign for the jewelry line is more than just selling beautiful jewelry. It’s about conveying a message of empowerment and women celebrating themselves. “Because the campaign comes from Serena Williams, no other brand can do it better or more authentically,” said Enslein.
Aside from her clothing line, Williams remains a top Nike athlete and spokesperson. She is also a budding venture capitalist, with her firm Serena Ventures, which focuses on early-stage investments in companies led by women and people of color. Williams is also on the boards of Verizon Media and Survey Monkey.
See the work by clicking on the Creative Works box below.