Ivanka Trump is eliminating its fine jewelry collection, which has been floundering in recent months, and is turning its jewelry efforts into promoting its mass market line instead.
Abigail Klem, president of the company since its founder’s departure post-election, issued a statement saying, “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. We will be 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.”
Prices are said to top off at $100 per piece, which are being manufactured through a licensing deal with an unnamed licensee.
The fine jewelry line was at the center of a scandal when Ivanka wore a $10,000 diamond bracelet during an interview on “60 Minutes” and the brand peddled it out in a media alert the following day. Most recently, the collection was dropped by several major department stores including Neiman Marcus, who pulled it from its website only to re-list pieces a month later, and Nordstrom, who was angrily Tweeted at by the president himself.
The company claims that the repositioning has nothing to do with any of those scandals, its close association to the White House or the #GrabYourWallet campaign, a consumer boycott of all Trump companies and brands. And in fact, representatives of Klem have said that overall sales climbed 21% in February over last year.
Still, the move did not go unnoticed and is viewed by some as an apparent repositioning to appeal to the first family’s base of supporters.