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Ivanka Trump, the Store, Is Open for Business

Ivanka Trump speaks at a conference Photo: Paul Morigi/Getty Images for Fortune

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It’s prime time for holiday shopping on Fifth Avenue: The tree is lit at Rockefeller Center, Saks’s windows are decked out in all their festive glory, and Tiffany & Co. is serving expensive tea alongside expensive necklaces. This year, a new neighbor wants to get in on the action — Ivanka Trump.

The first daughter’s plan to open a storefront leaked back in August, and according to Bloomberg, it’s finally opening its doors today.

The boutique is located in — where else? — Trump Tower, alongside star tenant Gucci and souvenir shops peddling “Make America Great Again” merch. (Nike, meanwhile, is vacating its Trump-owned 65,000-square-foot flagship, reportedly in part because of the association with its landlord.) The brick-and-mortar bid caps off a year of blows to the brand’s wholesale business, starting with last fall’s #GrabYourWallet campaign, which encouraged millions of concerned customers to boycott stores that sold Trump-branded products. In February, Nordstrom dropped the label due to weak sales, followed by Neiman Marcus, Burlington, and Belk. T.J. Maxx and Marshalls instructed employees to get rid of Ivanka Trump signage and mix any merchandise in with other products.

Still, dedicated shoppers — like those who started the #BuyIvanka hashtag after White House aide Kellyanne Conway was reprimanded for shilling the line — have been able to, well, buy Ivanka elsewhere: The brand’s website sells handbags and jewelry, while stores like Lord & Taylor and Bloomingdale’s carry clothing and footwear. Until today, however, there hasn’t been a standalone store. The brand’s last boutique, a jewelry store that relocated from the Upper East Side to Soho in 2011, closed in 2015.

Trump officially stepped down from the label before her father took office (and before she became one of the many, many family members to take on a role in the administration), but what are the chances she or her father really avoids swinging by for some “casual” Christmas shopping?