Serena Williams has never hidden her devotion to motherhood. Back in November 2024, she gushed about her daughters, saying she was “obsessed” with them and that her life revolved around Olympia and baby Adira.
But at the same time, that year marked the launch of her major project, WYN Beauty, created with the Good Glamm Group and rolled out in Ulta Beauty stores nationwide. Balancing these two worlds has made her reflect on what it truly costs to succeed.
The 23-time Grand Slam champion recently appeared at a WYN Beauty x Shopify pop-up event in California, marking one year since the brand’s debut. Speaking to People Magazine, she admitted that success carries a heavy price tag.
“It definitely costs a lot,” Williams said. “I’m here without my kids, and that’s a big sacrifice for me because they’re very attached to me. Part of me loves that, but it still means missing out.”
She explained that throughout her career, every victory came with trade-offs. “If I wanted to win a championship, I had to ask myself what it would cost—time with family, friendships, relationships. Those are expensive sacrifices, and you have to decide if they’re worth it.”
According to Forbes, Williams’ net worth is estimated at $340 million as of February 2025. She officially retired in 2022 after earning nearly $95 million in prize money. Yet, she says the most valuable lesson she wants to pass on to her daughters is about inner beauty. “What’s inside matters most,” she explained. “Everything external is just an enhancement.”
Much of her strength, Williams admits, comes from her mother, Oracene Price. She’s said before that becoming a mother herself gave her a new appreciation for her mom’s resilience and discipline. Beyond beauty, Williams also runs Serena Ventures, a VC firm that has invested in more than 60 startups and raised $111 million in its first fund.
Even so, she’s not planning to start another massive business anytime soon. “I’m done!” she laughed. “I’m happy with WYN Beauty, with Serena Ventures, and most importantly, with being a mom.”
Her entrepreneurial energy recently extended into children’s fashion. In March 2025, she launched a limited-edition kids’ line with Janie and Jack, inspired by her daughters. The playful collection includes resort wear, matching mommy-and-me outfits, and even a modern twist on her childhood tennis dress. Sharing photos from the shoot on Instagram, she wrote, “Anything I do with my girls brings me joy.”
For Williams, every new project is about blending family, style, and joy. Whether through business or motherhood, she continues to find ways to celebrate life’s most meaningful moments—showing that even when success comes at a cost, love and family remain at the center of it all.
