Ivanka Trump to end her high jewelry line in favor of the mass market One

For the past few weeks, it seemed like Neiman Marcus couldn’t make up his mind whether or not to sell Ivanka Trump’s fine jewelry. The brand’s trinkets disappeared, reappeared and then disappeared again from the department store’s website.

But now Neiman Marcus won’t really have a choice.

Mrs. Trump’s brand has discontinued its range of high-end bracelets, necklaces and rings, the company confirmed on Monday. Instead, it will focus on more affordable fashion jewelry, according to Mrs. Trump’s brand president Abigail Klem.

In a statement, Ms. Klem attributed the decision to “the company’s commitment to providing solution-oriented products at accessible prices.” She did not mention Neiman Marcus, or any of the other retailers who had recently backed off from selling Mrs. Trump’s increasingly politicized products.

The decision to discontinue Mrs. Trump’s jewelry line was reported Friday by Vanity Fair.

Mrs. Trump’s shoes, handbags and clothing lines became targets for both supporters and detractors of her father, President Trump, during his political rise to the White House.

Many shoppers have rallied behind Grab Your Wallet, a widely popular movement to boycott businesses associated with Trump’s name. Some companies, like Nordstrom and TJ Maxx, have pulled out of promoting Mrs. Trump’s brand.

After the Nordstrom decision, Mr. Trump and one of his top advisers, Kellyanne Conway, came out in support of the brand. There are indications that sales of Mrs. Trump’s products took off from these comments.

“Go buy Ivanka’s stuff, that’s what I would say,” Ms. Conway said last month during a Fox News interview. “I’m going to give free publicity here: Go buy it today, everyone; You can find it online.”

Representatives for Mrs. Trump said overall sales of her products rose 21% in 2016 compared to 2015. In a statement, Mrs. Klem said February this year had seen some of the “best performing weeks in the ‘story of the brand’.

Mrs. Trump licenses her name to various partners who manufacture her products. The largest share of her income comes from the sale of her clothes, followed by shoes and handbags. Fine jewelry has always made up a small percentage of its overall business, according to company documents and interviews with former employees.

The jewelry, however, was Mrs. Trump’s first major foray into licensing her name. She partnered with Moshe Lax, a New York-based diamond wholesaler, who helped Mrs. Trump open an outlet on Manhattan’s Upper East Side in 2007. In 2011, her shop moved to a sprawling store in the city’s SoHo district. This location, however, was ultimately not profitable enough to stay open and closed in 2015.

More recently, Mrs. Trump’s fine jewelry was sold at a kiosk in the lobby of Trump Tower in Midtown Manhattan.

In the fall, Lord & Taylor began selling Mrs. Trump’s products fashion jewelrywhich is the result of a new licensing partnership, according to a brand spokeswoman.

Unlike her encrusted diamonds jewelryitems in the fashion jewelry line are aimed at a mass audience, with many items under $100.

The company expected to earn about $300,000 in royalties in 2016, according to 2014 company documents obtained by The New York Times. Sales were expected to reach about $7.5 million last year.

Mrs. Trump’s fine jewelry line consisted of diamond bracelets, rings and necklaces that sold for several thousand dollars each, like the $10,800 bracelet she wore on CBS’ ’60 Minutes’ shortly. after his father won the presidential election. When reporters received a ‘style alert’ from Ivanka Trump Fine Jewelry promoting the article, critics pounced on Ms Trump, accusing her of using her proximity to the White House to promote her brand .

Ms Klem blamed a “well-meaning marketing employee” for the incident, saying the company was still figuring out how to move forward appropriately after the election.

Mrs. Trump still retains a financial interest in her eponymous brand. But since the election, she has taken steps to distance herself from her business interests.

Mrs. Trump left leadership positions at her brand and the Trump Organization, where she served as executive vice president for development and acquisitions with her two brothers, Eric Trump and Donald Trump Jr., who remain in the company. . Ms. Klem has been appointed head of the Ivanka Trump company. Additionally, Mrs. Trump has separated her personal and professional social media accounts.