3 Months After Serena Williams’ Backing, American Entrepreneur Details her Dedicated Approach to Business – ‘It Was Nuts’
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14h Oct, 2023
One remarkable instance is her backing of an e-commerce initiative, which amazed the founder with her enthusiastic involvement and confidence in its future success.
Serena Williams, the legendary tennis star, passionately invests in businesses that uplift underrepresented individuals.
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Serena Williams
Serena Williams Joins Forces with Luminous
Luminous, an innovative software company headquartered in Utah, and its CEO, Jarred Ward, have recently provided insights into Serena Williams' active participation in their business endeavor.
A Winning Investment for E-Commerce
Ward recalled the moment, saying, "Before you know it, yeah, we're in front of Serena Williams. It was nuts." At the time, they had already received a commitment from another investor, but Serena decided to invest a substantial $2.1 million through Serena Ventures. Ward stated, "It felt really cool when she invested in us because their whole motto is 'play to win.'"
Serena's Unconventional Approach to Investment
According to Ward, "Serena, like she actually, she actually, like looked through it. Normally, with celebrities who do funds, it's kind of a front team, and they're using the cachet of the brand." In contrast, Serena was actively involved in every single phone call, displaying the same enthusiasm she brings to her other ventures.
A Hands-On Partner for Luminous
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