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Ivanka Trump Fine Jewelry gets into wholesale

February 03, 2010
This pave diamond bracelet is among the 65-odd pieces the Ivanka Trump Fine Jewelry brand is introducing to its existing line.

New York--Ivanka Trump Fine Jewelry, the diamond jewelry brand whose designs were previously only available through its own New York flagship store, has announced that it will be pursuing global expansion through a multichannel strategy of retail and wholesale operations.

The brand said in a media release that it will invite jewelry and lifestyle retailers to distribute its collections in North America and the Caribbean. Meanwhile, the company is also currently seeking established business partners in Asia and the Middle East to launch the Ivanka Trump Collection in those markets through new flagship boutiques and presences in upscale department and multi-brand stores.

Andrea Hansen--the company's first chief executive officer, appointed in July 2009, nearly two years after the brand's launch--is capitalizing on what the company touts as strong brand values, clear positioning, a unique, creative point of view, unprecedented access to diamonds (via the brand's partnership with Dynamic Diamond Corp.) and the global following of Ivanka Trump herself.

In addition to rolling out a new strategy for global expansion, Hansen and her team will also be busy working to expand the brand's collections and improve Ivanka Trump Fine Jewelry's e-commerce performance.

The brand is currently introducing approximately 65 new styles that complement the existing array of approximately 100 pieces, all featuring the brand's focus on heirloom-chic style. What is especially notable among the new pieces is the more than 20 styles offered at entry-level price points, ranging from $550 to $2,500. The company has also strengthened the offerings between the $3,000 and $8,000 price points.

Handmade in platinum, 18-karat rose, yellow and white gold with diamonds and Ivanka Trump's signature use of colorless, white, gray and black gems, the pieces will also feature materials new to the company, such as black diamond beads, rough diamonds, shagreen, leather, velvet and carved onyx.

The couture offerings will continue as well, as will pieces in Ivanka's Bridal Bar, with diamond wedding bands and wedding jewelry starting at $800 and engagement rings starting at around $15,000.

As for offerings to its retail partners, the brand said in the media release that it hopes to pass on preferred values and exclusive access to a wide assortment of top-quality diamonds via its partnership with Dynamic Diamond Corp. The brand plans to offer the same privilege to its foreign partners operating Ivanka Trump boutiques.

In addition, the company is hoping that its unique brand positioning will find appeal with both retailers and their customers.

"For [a long time], retailers could sell just about anything, because the consumer was simply consuming, not choosing," Hansen said in the release. "Today, retailers need to make sure that all brands they carry address a need in the market, show relevance in design, resonate with the consumer from a desire perspective, and contribute to their bottom line.  I have never seen a collection so coherent, original and value-driven. Ivanka's jewels are a modern woman's dream: the vintage-heirloom style we all crave but few can afford, superbly crafted and well priced."

The company said it also plans to dazzle retailers with the benefits of Ivanka Trump's ongoing publicity, including her deep social media interactions and high-profile strategy of social responsibility.

The company told National Jeweler that on March 1, 2010, at a New York event celebrating the global rollout and launch of Ivanka Trump Fine Jewelry's latest collections, the brand will also announce Ivanka Trump's involvement in a new United Nations initiative focusing on bringing aid and attention to underprivileged girls worldwide. Ivanka Trump will be one of the faces of the campaign, a spokeswoman said.
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