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Trump separated from her eponymous brand more than a year ago, and now the company is closing down for good.

First daughter and White House senior adviser Ivanka Trump is shutting down her eponymous fashion brand. The company’s 18 employees have all been informed, according to the Wall Street Journal; Page Six adds that the staff will be laid off rather than transferred to a different part of the Trump Organization.

Trump has not been involved with the brand since stepping into her White House role in January 2017. Previously, she was the executive vice president of acquisitions and development in the Trump Organization.

“After 17 months in Washington, I do not know when or if I will ever return to the business, but I do know that my focus for the foreseeable future will be the work I am doing here in Washington,” Trump said Tuesday in a statement to the Journal. “So making this decision now is the only fair outcome for my team and partners.”

Ivanka Trump the brand was known for its ready-to-wear women’s clothing, handbags, fashion jewelry, and shoes, mostly in the $100-to-$500 range. In December 2017, it opened a store in Trump Tower in New York City. A call to the store Tuesday went unanswered and was forwarded to voicemail.

The brand has suffered in part due to its association with the Trump family. Just before the October 2016 election, marketing professional Shannon Coulter launched the #GrabYourWallet campaign, creating a list of retailers that carried Trump products and encouraging shoppers to boycott those stores until they stopped carrying the line. Since then, major retailers including Nordstrom, Neiman Marcus, DSW, and, most recently, Canada’s Hudson’s Bay have dropped the Ivanka Trump fashion brand (all claiming that the decision was based purely on sales, not politics).

Author: Rebecca Jennings
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