LONDON, UK - Glamor, celebrities and champagne were high on the list Thursday night at the annual Sony Ericsson WTA Tour Pre-Wimbledon Party hosted by Virgin boss Sir Richard Branson at the Kensington Roof Gardens, London.

A day after the Sony Ericsson WTA Tour launched its "Looking for a Hero?" campaign, tennis stars took the time to let their hair down at the annual party, which celebrates the start of the Wimbledon fortnight this coming Monday.

Among the many party-goers were five of the heroes from the campaign, Maria Sharapova, Ana Ivanovic, Venus and Serena Williams and Jelena Jankovic who all looked stunning in their evening dresses. Serena, not of shy of making an entrance, dazzled guests by wearing $2-million worth of diamond hair jewels, her look was masterminded by celebrity hairdresser Stuart Phillips and luxury jeweler Neil Duttson, known as the Rock Doctor.

With the Tour's season-ending Championships to be held in Doha, Qatar this November, the party had an "Arabian Night" theme to it with sheeshas, music and a lavish barbeque for the guests to indulge in. Later into the evening the guests took to the dance floor where everyone kicked back and have fun.

It's been a busy time for the tennis players who have had their hands full with various projects. Venus Williams arrived at the party straight from the launch of her book at the Ralph Lauren flagship store on Bond Street. The book is a collection of amazing images of the tennis star taken by the renowned photographer Koto Bolofo, who is most famous for shooting with prestigious publications such as Vogue and Vanity Fair.

Venus wasn't the only one to have prior engagements, as Brand Ambassador for Sony Ericsson, Maria Sharapova arrived at the party after an event for her new Maria range of mobile phone accessories; Daniela Hantuchova also arrived straight from a photo shoot.

Virgin boss and owner of The Roof Gardens in Kensington, Sir Richard Branson, said: "It's a wonderful place to be and one of the most beautiful places in London - up on the seventh floor. About four years ago we decided that Wimbledon didn't have a place to go for the players to come and celebrate the tournament. It's been very successful and great fun."

Other guests included supermodel Caprice, Australian popstar Gabriella Cilmi and socialite Meg Matthews.