Serena Williams' new 'Unstoppable' jewelry support black business

Since its 2019 launch, Serena Williams' eponymous jewelry collection has been a celebration of strength, authenticity, and individuality.

Now, Williams returns with a limited-edition collection aptly named after a word that has followed her throughout her entire career—unstoppable.

The Unstoppable Collection introduces two pieces—a necklace and a bracelet—both crafted from sterling silver and molded into a diamond accent-encrusted circle "meant to reflect Serena’s positivity and determination, and to inspire her fans and followers also to be Unstoppable.

Made in partnership with global diamond manufacturer K.P. Sanghvi and are ethically-sourced and made with conflict-free diamonds.

What's more, the Unstoppable Collection arrives with a charitable component so customers can look and feel good with their purchases.

SWJ will donate 100 percent of proceeds to the Opportunity Fund's Small Business Relief Fund, an organization that raises money to support self-employed and small businesses impacted by the COVID-19 crisis.

"3.3 million — 10 percent — of the small businesses in the US went out of business forever between February and April. But Black-owned businesses bore the brunt of the pain, with more than 40% of Black-owned businesses closing down permanently due to the financial crisis precipitated by COVID-19.

Luz Urrutia CEO of the Opportunity Fund, said in a statement "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."

Williams will also be donating a portion of proceeds from other items in the SWJ core collection to the Opportunity Fund's Small Business Relief Fund.