Ivanka Trump gets serious

Ivanka Trump is getting serious about her jewellery line, hiring her first CEO Andrea Hansen.  Hansen is no lightweight, having worked for the last 24 years at H.Stern.  She will be focussing on increasing sales at their only store – on Madison Avenue, expanding their collection, developing e-commerce strategies and getting reading for global expansion.  There is talk of franchising, opening new stores and expanding into categories such as fragrances, handbags & accessories.

The concept behind the collection is perhaps surprisingly well thought out for something which some wrote off as little more than “rich kid playing”. Sure, part of the motivation may have been Ivanka’s self confessed love of jewellery and yes she did wait around 18 months before hiring a CEO but its very clear she’s both smart & determined.  The motto of the brand is “Rock Tradition” which basically is a way of saying they’re looking at what really makes some jewellery timeless, embracing that element but interpreting it in a more comtemporary way.  That allows the pieces to carry the benefits of timeless elegance without looking old fashioned & out of place on either a younger or more fashion forward woman.