Amanda Anisimova's Road From Outside the Top 40 to Tiffany
Amanda Anisimova returns to Flushing Meadows in just over a week, as the reigning US Open runner-up, with a Tiffany & Co. partnership now a full year into shaping her public identity heading into it. To understand why that deal exists at all, you have to go back to a moment that looked nothing like this.
In May 2023, Amanda Anisimova posted an Instagram announcement that she was stepping away from tennis indefinitely. She hadn't won a match in over two months, was ranked outside the world's Top 40, and wrote plainly that being at tournaments had become unbearable. There was no promise she'd ever be back.
Just over two years later, she signed with Tiffany & Co.
The Comeback Behind the Deal
Anisimova's eight months away weren't spent training in secret. She stayed with family, took classes at Nova Southeastern University, traveled with friends, and picked up painting as a way to get her mind off things. When she returned at the start of 2024, she didn't come back to instant results, her first tournaments back were modest, and it took time to rebuild.
The turnaround, when it came, was significant. A WTA 1000 title in Doha. A first career Top 10 ranking. Back-to-back Grand Slam finals in 2025, Wimbledon and the US Open, both losses, but finals all the same, a sharp reversal from her 2022 US Open, where she lost in the first round. By January 2026, she'd reached a career-high ranking of No. 3.
Why Tiffany, and Why Then
Tiffany & Co. announced its partnership with Anisimova in August 2025, timed directly ahead of that year's US Open, the same tournament where she'd go on to reach the final. She wore pieces from Tiffany's HardWear Collection, two bracelets, earrings, and a pendant necklace worth more than $10,000 combined, during the final itself. The timing wasn't incidental. Tiffany also happens to craft the US Open's championship trophy, making the partnership a genuinely tidy fit rather than just a logo attached to a rising name.
That deal is now one of five long-term partnerships Anisimova holds, alongside Nike, Wilson, LALO Tequila, and Vita Coco, and she ranked No. 12 on Forbes' 2025 list of the highest-paid female athletes. A player who two years ago wasn't sure she'd return to the sport had become a genuine commercial force within it.
A Broader Shift Toward Tennis
Tiffany isn't the only major jewelry name making this move. Brilliant Earth signed Madison Keys as its first-ever athlete partner. Jasmine Paolini has been seen in Van Cleef & Arpels pieces at tour events too. Anisimova's deal is the most visible example of a pattern, not an isolated one, luxury jewelers are actively courting the top of women's tennis right now, partnering with athletes whose stories, not just their rankings, resonate with audiences those brands want to reach.
That's worth sitting with. Anisimova's commercial value didn't just follow her ranking back up. It followed a story about stepping away, being honest about why, and coming back anyway. Brands increasingly aren't just buying access to a Top 10 player, they're buying association with exactly that kind of narrative.
Jake Scudder
Journalist – topics of tennis
