by Sidnee Michelle
October 27, 2026
Serena Williams’ Venture Capital Firm Leads $3M Investment In Fashion Startup, ‘Trace’
Williams told the outlet that Serena Ventures backed Trace because of its market potential, business model, and founding team.
Serena Williams’ venture capital firm, Serena Ventures, led a $3 million seed funding round for Trace, a fashion technology startup that lets consumers arrange clothing rentals and resales before purchasing items, WWD reports.
The funding round, which included participation from Shakti VC, supports the newly launched marketplace’s efforts to make fashion purchases more affordable through shared ownership and resale opportunities, according to AfroTech.
Founded by Harvard Business School graduates Katie Pfleger and Ella Rubin, Trace allows shoppers to list clothing and accessories for potential resale or rental before buying them. The platform connects consumers interested in purchasing the same items, allowing them to offset the original purchase price.
Pfleger previously worked at Etsy, while Rubin helped launch Walmart’s online grocery business.
Unlike traditional resale platforms, Trace enables users to gauge potential demand before ...