SERENA

A smiling woman with short, platinum blonde hair, dressed in a casual jacket and white shirt, walking through an alley surrounded by brick buildings with fire escapes.

In 2018, I signed Serena Williams as the second client of my brand consultancy, following the foundation I had already built working with her team on her HSN brand. Partnering with Serena on her namesake fashion line, Serena, was an extraordinary opportunity to contribute to a brand dedicated to empowering women to amplify their inherent greatness.

My role spanned both creative and strategic leadership, including forecasting, design, technical development, brand positioning, and production coordination. I also supported the brand through graphic design, copywriting, and styling—ensuring a consistent vision across product, voice, and presentation.

Working with Serena affirmed the breadth of my consultancy’s capabilities and deepened my commitment to helping bold, visionary figures bring their brands to life. It remains one of the most exciting and formative partnerships of my career.