Ivanka Trump, the Person, Is Separating Herself From Ivanka Trump, the Brand

Ivanka Trump is making efforts to separate herself from her eponymous brand.

On Monday, the future first daughter shared on Instagram that moving forward “@IvankaTrump will be my personal channel. Stick with me here to see what I’m up to — inside the office and out of it.” She added that the handle @IvankaTrumpHQ — new accounts have been created for Facebook and Twitter as well — will be the home for the latest from #TeamIvanka, highlighting the content created for the site.

On IvankaTrump.com, the editors added their own message. “Our company’s mission is not political — it never was and it never will be — however, Ivanka, personally, has an increased opportunity to advocate for women and be a positive force for change. As a private citizen, with full awareness of her heightened visibility, she will broaden her efforts to take a stance on issues of critical importance to American women and families.” The post concluded, “This is an unprecedented time for our company and we are being intentional in how we move forward, working hard to ensure we’re creating the best possible community for our readers.”

Trump, who has the Ivanka Trump collection that includes dresses, shoes, and jewelry, does not sell her goods on the platform. Rather, the items are available for purchase at select retailers including Neiman Marcus, Nordstrom, Bloomingdale’s, and Amazon. Instead, it’s used as a destination for her customers to come together that features content, such as “inspiration, tips, tricks, and life hacks,” celebrating the lives of working women who “transition between their various roles in professional and personal capacities.”

The separation between Ivanka Trump, President-elect Donald Trump’s daughter and executive vice president of development and acquisition at the Trump Organization, and Ivanka Trump, the brand, comes on the heels of a controversy in which the mother of three was called out for the potential conflict between her political persona and business endeavors. During a 60 Minutes interview, the 35-year-old wore a $10,800 18-karat yellow gold diamond bangle from the Ivanka Trump fine jewelry collection. Shortly after CBS aired the segment, a public relations representative sent out a press release touting the piece. That wasn’t the first time Ivanka wore her own wares while promoting her father’s interests (although it has been the only instance since he won the election). To introduce him at the Republican National Convention, she wore a $138 light pink sheath dress, which quickly sold out after she wore it and her brand tweeted out the shopping link.

While Ivanka has insisted that she will not be involved with her father’s administration beyond being his child, she, as well has her husband, Jared Kushner, was named to his transition team. Ivanka has reportedly been present for high-profile meetings including a recent sit-down with Japanese Prime Minister Shinzo Abe.

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