Serena Williams: ‘I would have had 30’ Slams if I didn’t have to play Venus (and she would've had at least 15)

As she gets ready for a return competition on the WTA Tour, Venus Williams is also working through a change in her business portfolio. The former world No. 1 has announced that her signature clothing brand, EleVen, is winding down operations—at least for the short term.

Williams founded EleVen in conjunction with the now-defunct American sports retailer Steve & Barry's back in 2007, and it soon blossomed with her also serving as one of its chief designers. Over the last 15 years, it was her signature on-court apparel; other WTA players, including Varvara Lepchenko, Nadia Petrova and Arina Rodionova, wore the line occasionally in the early-aughts, and the brand partnered with several other notable retailers, including K-Swiss and Lacoste, for special capsule collections in recent years.

But the seven-time Grand Slam singles champion recently wrote in an email to retailers that EleVen is now pausing opertaions in an effort to "refine our strategies and enhance the overall brand experience."

"This pause is not a farewell but a see you soon," Williams wrote. "We are dedicated to embodying our credo, 'Be your best self,' and this break will allow us to do just that. ... Your support has inspired me personally, and I’m excited to come back and continue the journey together.

"This decision wasn't easy, but it's a crucial step towards ensuring that we come back stronger and better than ever.

"I want to express my heartfelt gratitude for your unwavering support and loyalty to the EleVen brand. Your commitment means the world to us."

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Williams famously wore Reebok in her early career, but pivoted to EleVen clothes over the last 15 years.

The news comes shortly after Serena Williams' first independent clothing and apparel collection, S by Serena, also suspended operations last month. As of Jan. 31, S by Serena collections are no longer available for purchase.

"As we embrace the new year, we’re finding new and creative ways to connect with our community," an Instagram post on the @serena account reads. "Since 2018, we have thoughtfully designed and produced fashion collections to inspire you to show up as your best self. Thank you for bringing us along for special life moments and trusting us as your fashion date.

"The party isn’t over! Stay tuned here for exciting new projects and releases."

Sidelined since last year's US Open due to injury, Williams proclaimed in a recent YouTube video on her personal channel last week that she hopes to play in next month's Sunshine Double in Indian Wells and Miami.

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