Ivanka Trump is hoping to cash in on her father’s unexpected election win.
Being the founder of a popular fashion brand, Ivanka’s role as a “trendsetter” can help raise the sales of her company. Therefore, it should not be shocking that she wore a gold bracelet during Donald’s Trump first post-election “60 Minutes” interview and her company sent out a “style alert” promoting the bracelet immediately after the event.
The “alert” by Ivanka Trump Fine Jewelry’s vice president of sales, Monica Marder, was sent out to a group of journalists, including reporters at The New York Times and Vogue. It advertised the gold and diamond bangle (which costs $10,800) that was shown clearly during the CBS interview.
White House as QVC. It has started. pic.twitter.com/jk0DeQJ9vV— Eric Lipton (@EricLiptonNYT) November 15, 2016
About 20 million people watched the show and critics were quick to accuse Ivanka of blurring the lines between politics and business, while others blamed her for taking advantage of her father’s new position.
Some internet users also noted the hefty prize of the bracelet — roughly equivalent to 20 percent of the average United States citizen’s annual income — which seems at odd with Trump’s “man of the people” image.
It is already happening: Trump Family Sees President of United States--as a Marketing Opportunity. pic.twitter.com/fa7AthLoBr— Eric Lipton (@EricLiptonNYT) November 15, 2016
Ivanka Trump's jewelry company is using her 60 Min appearance to market a $10k bracelet. Let the corruption & conflict of interests begin! https://t.co/NzydJUXHfZ— HawaiiDelilah (@HawaiiDelilah) November 15, 2016
Did Ivanka Trump Wear $10K Bracelet On '60 Minutes' For Marketing Opportunity? https://t.co/x7CzGgYSq8— Terry (@tlwtexas) November 16, 2016
Ivanka Trump hawking $10,800 bracelet she wore on 60 Minutes. Total lack of class, dignity, sense of appropriateness. God help us.— Kathy Sullivan (@NHKathySullivan) November 15, 2016
Following the reaction, Marder refused to comment but the company soon issued a statement:
“This notification was sent by a well-intentioned marketing employee at one of our companies who was following customary protocol, and who, like many of us, is still making adjustments post-election,” Abigail Klem, president of the Ivanka Trump brand, said. “We are proactively discussing new policies and procedures with all of our partners going forward.”
What these new policies may look like, Klem did not elaborate.
During the show, Ivanka ironically asserted that in light of her father’s new position, the Trump brand wasn’t a priority.
“I don't think it matters,” she responded to host Lesley Stahl. “This is so much more important. And more serious …That's the focus.”
The president-elect doubled down on her statement: “I think what Ivanka is trying to say, 'Who cares? Who cares?' This is big league stuff ... this is our country. Our country is going bad. We're going to save our country. I don't care about hotel occupancy. It's peanuts compared to what we're doing.”
If only they were as selfless.
Moreover, this isn’t the only time the next first daughter has adopted such marketing strategies. During the Republican National Convention in July, she wore a blush pink dress from her own line and soon after, her company tweeted a link to a page to buy the same sheath dress.