The Ivanka Trump brand will close its jewelry line

Abigail Klem, President of First Daughter Enterprises Brand, confirmed to the New York Times Monday Ivanka Trump Fine Jewelry is discontinued. Instead, the company will focus its efforts on costume jewelry, with a more accessible price tag.

After Trump wore gold and diamond arm candies from his fine jewelry line during a “60 Minutes” interview on CBS, his company sent out a “Style Alert” press release, touting the article. At the time, Klem blamed the move on a “well-meaning marketing employee,” but the debate over using her father’s political position to peddle Ivanka Trump wares was just beginning.

Subscribe to CNN’s COVER/LINE Newsletter – Politics Meets Pop Culture

In February, President Donald Trump’s senior adviser, Kellyanne Conway, said in a live TV interview that people should go out and buy Ivanka Trump’s clothes, which had recently been discontinued by Nordstrom, citing weak sales. .

Conway’s record caught the attention of the Office of Government Ethics, but Sales of Ivanka Trump reportedly increased dramatically. Ivanka Trump remained mum on the issue and continued to wear her clothes and accessories.

The demise of the fine jewelry line shouldn’t necessarily be seen as a failure – in retail it’s much more difficult to maintain a number of expensive ‘special occasion’ pieces than it is to mass-market fake stones. more affordable precious stones.

Most Ivanka Trump-branded items, which include clothes, shoes and bags, are more cost-sensitive for average Americans anyway. For example, a dress from her spring collection is $138 at Lord & Taylorand one pair of faux pearl earrings just $38.

Klem told The New York Times in a statement that the brand is now committed to “offering solution-focused products at accessible prices.”

In January, Ivanka Trump announced that she had stepped down from leading her corporate duties, both in her brand and in her work with the Trump Organization. Although she still has a financial stake in her brand of businesses, she said she has been focused on building a new life for her family in Washington and is her father’s informal advisor. .