STYLE & BEAUTY
03/14/2017 11:38 am ET Updated Mar 14, 2017

Ivanka Trump Ditches High-End Jewelry To Appeal To Middle America

Ch-ch-ch-ch-changes.
Ivanka Trump at the White House on Feb. 3. 
Kevin Lamarque / Reuters
Ivanka Trump at the White House on Feb. 3. 

Ivanka Trump’s brand is dropping its fine jewelry line in favor of focusing on more affordable items, according to a Vanity Fair report from Friday. 

As the outlet pointed out, the decision to focus on lower price points (as opposed to jewelry that sold for as high as $25,000) seems to be part of the brand’s overall effort to appeal to the middle-America portion of President Trump’s constituency. Trump has called himself the “blue-collar billionaire,” so it only makes sense his daughter would rebrand to fit the large audience that elected him president. 

“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 told Racked in a statement.

She added, “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 recently launched a fashion jewelry partnership with Lord & Taylor and most items hover at or under $100. The site currently offers a range of $28-$38 earrings and necklaces priced in the $40s and $50s, which means it’s easier for customers to wear the Ivanka brand. 

Sales of Ivanka Trump products soared last month, presumably because of the attention they received from President Trump taking office and responses to certain Trump-brand boycotts. 

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