It is believed that if a person was born in a wealthy family, then you can fool your whole life and burn the state of parents. THIS YOUNG SPECIALIST VERY QUICKLY UNDERSTAND THAT EVEN A CAREER OF THE MODEL WILL NOT BRING IT AN SUFFICIENT SHARE OF CREATIVE FREEDOM AND INDEPENDENCE. THEREFORE, FIRST, IT GETS A BRILLIANT ECONOMIC EDUCATION, AND THEN OPENS ITS OWN JEWELRY BRAND. IT IS ABOUT IVANKA TRUMP, DAUGHTER OF THE BIGGEST AND CONSISTENT REAL ESTATE OF THE PLANET OF DONALD TRUMP AND THE FAMOUS CZECHOSLOVATSKAYA SKIS, PHOTO MODELS AND ACTRESS IVANA MARI TRUMP.
Today, jewelry from the Ivanka Trump collections is exclusively presented in the world's leading shopping galleries. Harvey Nichols department store in Dubai was no exception, where we met with Andrea Hansen, Ivanka Trump's CEO, and talked about what distinguishes this young jewelry brand from many others.
Andrea, please tell us how Ivanka’s fascination with jewelry began, and why is the Middle East market so important for the development of the Ivanka Trump brand?
Ivanka recently registered her jewelry brand by opening a retail store in New York in 2007. Then most people did not understand why the daughter of the American tycoon needed this, and they could not immediately appreciate that jewelry was something very personal for Ivanka. She began to invent, produce and have the very jewelry that she wanted to wear, but she could not find in the collections of other, even the most famous jewelry houses. Ivanka realized that this was an opportunity to prove herself and decided to create jewelry on her own. And this choice was not accidental. An example for Ivanka was always her mother - an outstanding athlete, a member of the Olympic team of Czechoslovakia, later a model and actress. She is certainly a beautiful woman, not without taste, who, having married Donald Trump, entered the circle of the American elite, the upper world. Since childhood, Ivanka was familiar with the jewelry of leading jewelers of the world, and this served as a source of inspiration for her when working on her own collections - classic, elegant and feminine on the one hand, and fashionable and relevant for a modern lifestyle - on the other.
Is it true that Ivanka is fully and completely involved in the process of working on her personalized jewelry?
Absolutely! She controls the whole process from "A" to "I". And this is very interesting, especially considering that Ivanka has never studied design. It’s just that her character surprisingly combines a sense of beauty and a delicate taste, as well as a business acumen instilled in her by both parents. It is no coincidence that while working in the real estate company of her father Donald Trump, Ivanka rose to the position of head of the department responsible for the entire hospitality sector. She was involved in the architectural and interior design of all Trump family hotel projects. And this work has also become one of the sources of inspiration for further, this time, jewelry.
In other words, Ivanka does not have sufficient technical knowledge for the detailed study of each jewelry in her collections, but yes, to convey her idea and make preliminary sketches. Then our professional team of artists and jewelers connects to the matter, who bring to mind all the technological nuances. However, the final decision is still made only by Ivanka.
So, before I arrived here, literally last night, we completed work on the design of two new jewelry. I sent the sketches to Ivanka, she sent her confirmation for the release.
Usually, if something doesn’t suit her, she returns thumbnails with comments. This time, everything turned out as she liked. We were pleased.
What stones does Ivanka like to work with the most? What was presented in her very first collection?
You know, it impresses me in Ivanka that she has a clear understanding of what exactly belongs to her world and lifestyle, and what does not. This means that the favorites among the stones are, of course, diamonds.
White or black. Due to this, the focus of the Ivanka collections is always something completely unique. For example, her very first collection showed the world necklaces and earrings decorated with tassels collected from precious stones. And since she had positioned her brand as luxury from the very beginning, she was aware that there should be something in the collection that would be perceived as “the style of Ivanka Trump”. This corporate identity immediately recognized her "tassels." We created jewelry with tassels in a variety of variations and from different stones - white and black diamonds, pearls. It turned out not just playfully, but also very elegant. The style of the 1920s was taken as the basis. And we will always continue to come up with more and more new versions of “brushes”, changing and varying materials, thereby refreshing collections.
Another recognizable element of Ivanka Trump jewelry is a biconvex large oval-shaped diamond with a special facet. We use such stones in earrings, rings, pendants and necklaces in our signature Signature Oval Collection, and from time to time we put similar stones as a reminder, and in other jewelry lines.
Today you brought to Dubai a collection of Bows ("Bows"). What awaits brand fans ahead?
At the end of this year, we want to introduce our first emerald collection. She will be the first step of Ivanka on the way to a colorful world, since all her creations have so far been monochrome - white or black, not counting the shades of gold. Emeralds will be added to existing collections very unobtrusively, very neatly.
As for the Bows collection, it is dedicated to the true femininity of the 1950s, whose style icons were such stars as Elizabeth Taylor, Audrey Hepburn and Grace Kelly. This collection, like the previous ones by Ivanka Trump, will also continue to "pay tribute to the past, boldly looking to the future."
Original rings, earrings and pendants from the Octagonal couture collection made of rose gold and black onyx can be a wonderful gift. A delicate Noor necklace reminds of vintage lace ornaments typical of the Byzantine Empire. Modern fashionistas will appreciate Rock Tradition products. it’s important to know that they are already enjoyed by Jennifer Harley and Natalie Portman.
Of course, among the American beau monde, Ivanka has many friends and fans. Among them is Taya Anna Wintour, the main American "Vogue". And in the fashion world, as you know, it means a lot. When even invited Ivanka to "Vogue". However, Ivanka chose her path, not forgetting to invite Anna to her wedding.
Now they are just friends, and Ivanka, of course, listens to the advice of Anna Wintour.
Where else, except, of course, the United States and the UAE, can Ivanka Trump jewelry be purchased?
We sell jewelry all over the world. Our collections are designed for women of any age, as they are an indicator of the inner "I" of each of the owners and are regarded by us as "things for every day." In Dubai, Ivanka Trump jewelery is exclusively featured at Harley Nichols Gallery. Ivanka recently opened a brand boutique in Istanbul. Our products are represented in Qatar, Saudi Arabia, Kuwait. And she is very popular! Although we did not try to customize our collections to regional tastes. Of course, we plan to enter other markets of the world.
Tell me, Andrea, what personally attracts you to working with Ivanka Trump? And will Ivanka still remain the face of its own company?
I joined Ivanka in 2009, having had experience in the jewelry business since 1985. When she first called me to discuss the future of her company, and then showed her jewelry, I was shocked. Opening a boutique in New York, Ivanka realized that she felt for the "hidden nerve." That is, what she came up with for herself turned out to be just as interesting and needed by others. I like her approach to business and creativity, as well as to quality and her own standards of luxury.
It is consistent in everything, does not deviate from its principles. This is amazing. In the world of luxury, there are many examples when a designer, having started to produce something amazingly his own, to please the demands of the market or economic difficulties, loses his face over time, where he started. It is very sad. Ivanka is completely different. She has a clear vision for brand development. But, since it was not originally associated with the field of trade, she needed experts.
Apparently, my candidacy approached, and I am pleased. The first thing that we together reviewed this pricing policy and approach to different groups of buyers, because modern women wear jewelry not only during evening outings, but also at work, for a walk or lunch with friends. Second, we drew attention to social responsibility, since in the modern world it is impossible to trade in luxury goods without thinking about social aspects and charity.
As for our advertising and marketing strategy, yes, Ivanka will remain the face of the brand. Moreover, we do not plan to move away from the black and white concept of our advertising products.
It is amazing to use the image of a retro to present modern, youthful and feminine jewelry products. We want to convey the essence of our collections, which are as timeless as black and white cinema ...
I am very glad to meet you, Andrea. Hope to see you again in Dubai. Thanks for the conversation, and good luck.
