It's been a complicated few months for Ivanka Trump's fashion and accessories brand—and now, it appears the company has decided to undergo some big changes as a result.
First reported by Vanity Fair last Friday, the Ivanka Trump brand is officially getting rid of its fine jewelry line and replacing it with a more affordable line of fashion jewelry in an effort to better appeal to its customer base.
"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," president Abigail Klem told Racked 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."
As both Vanity Fair's Emily Jane Fox and Racked's Eliza Brooke point out, the decision appears to be a part of the Trump family's greater attempts to better relate to working-class Americans by playing down their wealth. The New York Times reports that the Ivanka Trump fashion jewelry line is "aimed at a mass-market audience," with many items priced at under $100—considerably less than her fine jewelry line, where multiple items cost well over $10,000.