EXCLUSIVE: Serena Williams Reveals Her Secrets to Design Success

12/11/2009 at 04:37 PM ET

Courtesy HSN; Wireimage

The fashion world is a notoriously tough place, so ever since Serena Williams’s debut fashion and accessory collection sold out after just three hours of airtime on HSN in April, the tennis great has become one of the shopping channel’s brightest stars. How’d she do it? As she gears up to reveal her latest line, Williams took time to chat with PEOPLE about getting it right.

“First of all, everything in the collection is under $100,” says Serena. “And everything you get from me [is] great quality. I think for those prices and [this] quality, it is a no-brainer.” She also attributes her success to being able to connect directly with consumers and share her enthusiasm with them in real-time on HSN. “I think on live television people really get to see my personality and how really I feel about clothes and fashion,” she explains. Set to return to HSN today, Serena also gave us a peek at her latest additions, including her favorite ruched dress ($55 at HSN.com). “When I made it, I thought it was going to be nice, but when I put it on, I couldn’t believe it,” she gushes about her handiwork. “It was ruched in all the right places–it feels like you don’t have anything on.”

Check out more of her designs now, including the boyfriend sweater above at HSN.com, and catch Serena live on HSN tonight from 9-11 p.m. ET.

FILED UNDER: Celebrity Designer

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Delana on

I don’t fancy Serena’s personal sense of style. But I do like this purple dress, it’s classic. I’m petite, so the boyfriend sweater would probably look like a dress on me. LOL! I’m glad Serena is branching out from tennis and enjoying the fruits of her labor.

renay on

I Love this purple dress that serena made and I bought it in brown, I have lost the dress and would love to have another one if possible can someone help me in a size 2x I love this serena dress and am lost without it.

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