Ivanka Trump brand discontinues luxury jewellery to focus on more downmarket range

Ivanka Trump has a polished image, which is linked to her fashion line.

However it’s just been announced that the jewellery section of her brand is about to become less high-end.

“As part of our company’s commitment to offering solution-oriented products at accessible price points, we have decided to discontinue the Ivanka Trump Fine Jewelry collection,” explained Abigail Klem, president of the Ivanka Trump brand.

Instead, the company will be appealing to a more downmarket demographic by “focusing our efforts on existing and new categories that are most relevant to our loyal customers – including fashion jewelry, which successfully launched last fall with price points that are aligned with the rest of our collection.”

That price point may not be affordable for all though, with the line including items such as a £171.98 necklace as well as £24 earrings.

The First Daughter’s fashion line has seen a rise in sales since mid-February, when presidential advisor Kellyanne Conway urged the public to buy Ivanka’s products on live TV, USA Today reports.

According to Refinery 29, sales for the Ivanka Trump brand increased 346 per cent from January to February this year, and Klem confirms that the brand had some of its best sales ever last month.

However this came after US retailer Nordstrom announced they would no longer be stocking the line, Neiman Marcus stopped selling the jewellery collection and employees at TJ Maxx and Marshalls were ordered to throw away anything advertising her brand.

The President has, however, continued to help raise his daughter’s profile by consistently tweeting praise for her and her brand – he lept to her defence on Twitter after the Nordstrom announcement was made. 

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