Serena Williams is rightly considered one of the greatest tennis players of all time. However, the 23-time Grand Slam champion’s portfolio is not just restricted to tennis. Apart from being one of the best players in the sport, Serena is also a prominent fashionista and a successful businesswoman.

Serena has been the queen of the women’s tennis world for the past 2 decades. Complimenting her aura, Williams opted to give life to her love for fashion. The result? Birth of her own fashion line, ‘S by Serena’. Launched in 2018, the brand works in a complete e-commerce setup. Meaning that the products bought from ‘S by Serena’ will be delivered directly to the customers.

The functioning of ‘S by Serena’

Being a brand reflecting Serena‘s personality, vision, and values, ‘S by Serena’ has an exclusively clothing collection for its customers. However, clothing is not the only line that the brand encompasses. Apart from top-of-the-line clothing for women, Serena’s brand also deals in various accessories.

Looking at her brand, one can have a clear picture of its modern feel. The designs of the products largely celebrate the women of the 21st century, just like the champion herself, Serena Williams. In the urge to take her brand to another level, in 2019, Serena took her brand to the New York Fashion Week.

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The brand makes sure to treat every customer with the utmost exclusivity. Ever since the launch of the brand, customers receive a ‘S pin’ upon every purchase from ‘S by Serena’. Even though the act might be marketing collateral by the brand, it has undoubtedly helped in the brand’s success journey.

How does Serena Williams make money for ‘S by Serena’?

Being in action since 2018, the brand has majorly reached its own profit-making point. However, it is not just the brand’s profit that is sustaining ‘S by Serena’. That is where Serena’s financial might and other ventures come in picture. In simple words, her tennis earnings and other business ventures.

Being one of the most successful tennis athletes of all time, Serena to date has earned a whopping $94 million as prize money. However, this isn’t the only source of funding for ‘S by Serena’. Apart from her being a successful tennis player, Serena is also an investor in numerous firms. In 2014, Serena launched her capital venture firm ‘Serena Ventures’.

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Over the years, Serena has invested in more than 60 firms through ‘Serena Ventures’. Along with other firms, Serena is also the major investor in ‘S by Serena’.

Being a popular and well-known face around the globe, Serena campaigns for the brand herself. As a result, Serena today is a globally recognized personality, not just for her tennis but also as a businesswoman.