Venus Williams embodies greatness. She’s been ranked as the number one tennis player in the world, captivating audiences for a generation as a Black woman succeeding in a predominately white male sport. Alongside her younger sister Serena, she spent a lifetime turning this game into a must-watch event to viewers who would’ve otherwise changed the channel. She’s won seven Grand Slam tournaments, five Wimbledon tournaments, and four Olympic gold medals. To those who scoffed at her inclusion—to players, coaches, and viewers who didn’t like that she represented a necessary change—she simply let them have it on the court.
Williams is great without having to tell people so. Her actions have always spoken louder than her few, well-chosen words, making for matches that unfold into captivating theater. To watch her play is to observe a master at work.
Even after all these years, she possesses an ability to make every ace and lunge feel like that’s exactly how tennis was meant to be played. Maybe that’s because she learned the sport as a child, in a rigorous schedule famously set forth by her father. Or perhaps it’s due to perfecting her strategies alongside her sister, fueling herself with the push-and-pull of a sibling relationship.
Both of those things can be true, but there’s also this: Williams knew early on that she would need to believe in herself first—that there would be stadiums full of people willfully cheering for her to fail before they screamed for her to succeed. It was no secret that she pumped herself up on the court, and made spectators unanimously acknowledge her incredible finesse. Her family’s influence is unmistakably a part of her power, but Williams also got to where she is because she never lost faith in herself.
Greatness is an interesting word these days. It’s a term that can be dimmed by overuse, or misinterpreted as something common. But Venus’s embodiment of greatness proclaims that hard work, focus, and diligence still matter in a world that so easily rewards impatience. By watching her transform tennis over the course of her career—and doing so with a steady, reassuring grace—Venus has shown her audience that far-reaching goals are worth fighting for. Even the ones that people don’t expect.
Recently, Venus has given more attention to her businesses EleVen by Venus, V Starr Design, and Happy Viking in the respective fashion, interior design, and food industries, expanding her passions into spaces beyond the tennis count. That’s the thing about greatness, too. Once it’s achieved, there’s no fear in asking for more.
You changed the landscape of tennis forever. Your supreme confidence on court made the seemingly impossible, possible. But going after what you deserve in life takes confidence and guts. Does confidence come naturally to you or did you have to learn it? What advice can you share for women on cultivating confidence and going after their dreams like you have?
Confidence is earned. You have to work on it, it doesn’t just happen overnight. Confidence to me shows hard work, hours honing your craft, and positive self-talk. We don't always feel confident, but we make decisions based on our self-confidence and drive.
You turned pro at age 14 and have seven Grand Slam titles under your belt, so it’s safe to say you have achieved unbelievable success. But in an ELLE interview you said, “I've worked so hard all my life, so one of my personal goals is to actually have a life.” Now you’re realizing that dream with your two businesses, EleVen by Venus and V Starr. So, take us back to the beginning—what was the lightbulb moment for these business ideas and what inspired you to pursue this path?
From a young age, my parents always taught my siblings and I to be business-minded and open-minded. Tennis was an early passion of mine, of course, but I wanted to explore my other passions and keep a door open to express my creativity. I love sharing my creativity with others, whether that’s through fashion or interior design, and I want to create products that make other people happy, too. Whether it’s an EleVen by Venus Williams outfit that allows a woman to feel more confident and inspired to take on the day, or a beautiful room designed by V Starr that leaves a client with a sense of comfort and tranquility, my drive comes from the desire to use my creativity to leave a positive impact in the lives of others.
How are you continuing to make a difference and push your industry forward with your business ventures?
I only become involved in projects and partnerships that I absolutely believe in, and I am grateful to be able to use my platform to bring attention to business ventures that share my values. As the chief brand officer for Asutra, I’m able to highlight incredible wellness products that help alleviate pain after a tough match or help me relax after a long day of training, while also celebrating that it is a diverse, women-led company. With the EleVen by Venus Williams x Credo Beauty Unrivaled Sun Serum, I wanted to create a clean product for all skin types that keeps me protected from the sun while on the court.
I launched my plant-based protein company Happy Viking to give others a way to fuel their body and mind in a healthy way, just as I did after being diagnosed with my autoimmune disease. EleVen by Venus Williams has had some incredible collaborations this year, including with Wonder Woman and K-Swiss, and we used that to celebrate the boldness of women. At the end of the day, the most I want out of all of my business endeavors is to bring others health and happiness.
2020 presented everybody around the globe with new, unprecedented challenges. How did you #FindNewRoads + switch gears towards your new version of success?
2020 was the year I was able to take a step back from constantly being on the go. I don’t often have the opportunity to spend long periods at home, so during this time I’ve been able to devote attention to my businesses, spend real quality time with my family, and focus on training and staying healthy. During challenging times like these, I find it important to focus on things that make me happy. I was inspired to start hosting #CoachVenus Instagram Live workouts. I wanted to find a way to help motivate others to stay active and healthy, and it was a fun way for me to break up my training. Self-care isn’t selfish—it’s a basic human need. I encourage others to prioritize themselves and their mental and physical well-being so they can be the best version of themselves.
With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?
Persistence and passion are key. I love what I do—whether I’m on the court or in the office designing EleVen’s next collection—so having that passion keeps me moving forward. Ultimately, whenever I am faced with defeat, I just focus on the next opportunity to conquer and that helps me to keep going.
When you separate yourself from your job title and the bells and whistles of your business or career, who are you and what do you like to do? How have you remained true and authentic to who you are?
I’m the same girl I was 25 years ago when I started my tennis career, I’ve just learned a lot and have experienced so many things since then. I take each win, whether it’s on or off the court, as a reminder that hard work pays off. And I take losses as motivation to succeed next time. When I’m not in business or career mode, you’ll likely find me at home with my family and dog, Harry. Being surrounded by loved ones and a good TV show is really all I need.
It’s easy to celebrate the wins, but how do you handle failure or when something hasn’t worked out for you?
It’s one of those things where you learn from it and move on. I try not to dwell, and I’m quick at focusing my attention on the next big thing on the horizon. I’ve always learned and grown from failures—they’re a natural part of life and it’s all about how you bounce back from them.
If you could go back to the beginning of your career journey—with the knowledge you have now—what advice would you give yourself?
I live a life with no regrets. I'm happy with all of the decisions I’ve made because I always give it my all. I have, however, learned the importance of speaking the truth. There are times I've had relationships, especially work relationships, that needed to end but went on too long because I didn't want to hurt anyone. Speak the truth, always. It will lead to a happier life and prevent a lot of stress along the way.
Fill in the blanks:
The best career advice I always give is…
Strive to be better than the best version of yourself.
To be successful, you need to be…
Confident, inspired, and willing to learn from your mistakes.
I turn bad days around by…
Looking at the glass as half-full (or giving my dog Harry a snuggle).
Three qualities that got me to where I am today are…
I’m self-disciplined, a creative thinker, and passionate.
The change I’d like to see in my industry is…
More representation.
