Ivanka Trump’s fine jewellery discontinued, offers less costly charms

Amid reports that sales of her brand have surged last month, Ivanka Trump’s fine jewellery line has shut down to focus on more accessible price points. The news has been confirmed by Abigail Klem, president of the first daughter's brand of companies.

Klem told the New York Times that Ivanka Trump Fine Jewelry is being discontinued. The company will instead focus on its efforts of offering costume jewellery that is less costly as part of the company’s “commitment to offering solution-oriented products at accessible price points.”

The eponymous jewellery line offered rings, bracelets, pendants, earrings and necklaces. It encompassed high-end woven diamond necklace for US$19,500 (AU$25,343). On the lower side, shoppers can opt for a simple rose gold ring for US$$940 (AU$122).

Lord & Taylor sells Trump’s fashion jewellery with a new licensing partnership. Items in the fashion jewellery line costs under US$100 (AU$130).

Basing on company documents and interviews with previous employees, the New York Times notes that Ivanka’s fine jewellery line makes up the smallest percentage of her overall business. Her clothing line reportedly makes the largest share of her revenue, followed by shoes and handbags.

Data from fashion firm Slice Intelligence showed that sales of Ivanka’s brand rose 207 percent last month. It’s a surge from its January sales, in which it dropped 26 percent in its online sales. Klem said most Ivanka products are sold to women in New York, California and Texas, but he refused to provide specific sales figures.

The first daughter’s lines have become targets for boycotts since her father’s political rise as the leader of the free world. Protesters have rallied behind Grab Your Wallet, a grassroots campaign to shun companies associated with the businesses of the Trump family, and which started on Oct. 11, 2016.

Since Nordstrom dropped Ivanka’s line, Amazon has replaced it as the largest seller of the first daughter’s merchandise. Macy's is now its second largest seller.

In January, US President Donald Trump’s eldest daughter declared that she has stepped away from the leadership of her brand. Her financial stake remains, but Ivanka said she would rather focus on building a new life for her family in Washington. Her husband, Jared Kushner, was appointed as senior White House adviser in her father’s administration.

Moreover, Ivanka left her post as an executive vice president for development and acquisitions at the Trump Organization. Donald Trump Jr and Eric Trump are now in charge of handling their father’s business