Ivanka Trump’s eponymous fine jewelry line, which sells white diamond earrings for nearly $10,000 and link necklaces for close to $20,000, is set to wind down.
Vanity Fair first reported the news, which a rep for the Ivanka Trump brand confirmed to Racked on Monday. While its high-end jewelry business is going kaput — putting to end a disappearing and reappearing dance on Neiman Marcus’s website after it vanished in early February — the category isn’t out of the picture entirely.
“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,” Ivanka Trump president Abigail Klem says in a statement. “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.”
Ivanka Trump’s lower-priced jewelry line includes $35 faux pearl earrings and simple geometric necklaces available for $58 at Lord & Taylor.
As Vanity Fair’s Emily Jane Fox rightly points out, this move fits with what seems like a push from the Trump family to appear more accessible to everyday people, despite a history of aesthetic excess. Look no further than Donald Trump’s taped-together necktie, or the unposed family photos Ivanka Trump posts on Instagram.
Ivanka Trump left her day-to-day role at her namesake brand in January to avoid conflicts of interest, though she still owns the company and receives payouts, according to a recent Refinery29 profile of Klem. And according to that same article, she and Klem “talk as little as possible” because the latter wants to “do this with real integrity.”
Still, as Ivanka Trump’s personal brand gets more relatable, so does the company she founded.