Ivanka Trump to End Fine Jewelry Line in Favor of Mass-Market One
Over the past few weeks, it seemed like Neiman Marcus could not make up its mind about whether to sell Ivanka Trump’s fine jewelry. The brand’s baubles disappeared, reappeared and then disappeared again from the department store’s website.
But now, Neiman Marcus won’t have much of a choice.
Trump’s brand has discontinued its line of high-end bracelets, necklaces and rings, the company confirmed Monday. Instead, it will focus on more affordable fashion jewelry, according to Abigail Klem, the president of Trump’s brand.
In a statement, Klem attributed the decision to the company’s “commitment to offering solution-oriented products at accessible price points.” She did not mention Neiman Marcus, or any of the other retailers that had recently backed away from carrying Trump’s increasingly politicized products.
The decision to discontinue Trump’s fine jewelry line was reported Friday by Vanity Fair.
Trump’s shoes, handbags and clothing lines have become targets for both supporters and detractors of her father, President Donald Trump, in his political rise to the White House.
Many shoppers have rallied behind Grab Your Wallet, a largely grass-roots movement to boycott companies associated with the Trump name. Some companies, like Nordstrom and T.J. Maxx, have pulled back from promoting Ivanka Trump’s brand.
很多消费者参加了以草根阶层为主的“看牢你的钱包”(Grab Your Wallet)运动，抵制与特朗普家族有往来的公司。一些公司已经放弃了推广伊万卡的品牌，比如诺德斯特龙(Nordstrom)和T.J.Maxx。
Representatives for Ivanka Trump have said that overall sales of her products increased 21 percent in 2016 compared with 2015. In a statement, Klem said that February this year saw some of the “best performing weeks in the history of the brand.”
Ivanka Trump licenses her name to various partners who manufacture her products. The largest share of her revenue comes from sales of her clothing, followed by shoes and handbags. Fine jewelry has always made up a small percentage of her overall business, according to company documents and interviews with former employees.
Unlike her diamond-encrusted fine jewelry, items in the fashion jewelry line are aimed at a mass-market audience, with many items priced at less than $100.
The company projected to make about $300,000 in royalty fees in 2016, according to company documents from 2014 that were obtained by The New York Times. Sales were expected to reach about $7.5 million last year.