Ivanka Trump will be discontinuing her line of fine jewelry, according to Vanity Fair Magazine.
The company made the decision to drop the collection, reasoning “part of our company’s commitment to offering solution-oriented products at accessible price points.”
The line, which Trump started in 2007, includes rings, necklaces and bangles that sell for up to $25,000. Trump began selling the jewelry in 2007 in a boutique in Manhattan. She has since added shoes, handbags and less-expensive jewelry to her brand, which is carried by many department stores.
From Vanity Fair:
Company research has found that the true Ivanka customer is most likely 25 to 40 years old, and makes between about $60,000 to $100,000 annually—not exactly the demographic likely to shell out nearly $10,000 on a station necklace with rainbow moonstones and diamonds spinning from a thin 18-karat gold chain.
For here on out, the Ivanka Trump brand will create products targeted toward the brand’s primary customers in a more affordable price point.
“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.”