The 40-year-old tennis pro, who recently announced her retirement from the sport (in all but name) runs a venture capital company, Serena Ventures, which invests in start-ups and wellness companies such as Daily Harvest, Noom, Tonal Systems and MasterClass (Yanka Industries). She was speaking at the exclusive event when Pucci introduced herself as an American luxury goods designer who previously lived and worked in Italy.

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Williams told Pucci that, being a busy mum, she is a fan of oversized bags with no zips that she can quickly take things out of. Pucci quickly gave the tennis legend her sporty bag with its Tuscan flare. It surely didn’t hurt that Williams has a special connection with Italy – after all, she met her husband, Reddit co-founder Alexis Ohanian, in Rome in 2015.

Williams decided to wear the distinctive bag onto the court on August 24, during the opening of the US Open practice sessions, and Pucci said that within five minutes she received about 20 text messages from clients and friends who recognised the bag. Ever since, inquiries have been pouring in.

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“In the world of fashion and luxury goods, putting your name on a brand is not easy,” Pucci said, and it was especially challenging during the pandemic. She considers Williams’ adoption of the bag a life-changing event, especially when you consider how rare it is for a heavily-sponsored star athlete like Williams to carry something from a small, bespoke designer.

“I will be forever grateful. It’s truly amazing to be a designer and have someone wear my designs,” Pucci continued. “But most importantly, as a female entrepreneur and mother, to have Serena Williams wear my bag is more than I could have ever possibly asked for.”

Handcrafted in premium pebble leather, the giant holdall with its padded handles retails for US$1,950 on the designer’s website.