Ivanka Trump’s Eponymous Store Opens Its Doors in NYC

It’s time to get shopping — just in time for the holidays! Ivanka Trump‘s new store — simply named Ivanka Trump — has officially opened its doors in NYC’s midtown, Bloomberg reported on Friday, Dec. 15. What exciting news for the First Daughter!

The store is located (where else?) at the Trump Tower at 725 Fifth Avenue — what a supportive daughter of her President father, Donald Trump! It seems the mom-of-three is hoping tourists choose to shop at her location after seeing the Rockefeller Center Christmas tree and gawking at the Saks Fifth Avenue windows, which are both nearby. The location of the storefront — set near the Gucci store and Trump memorabilia store — will sell handbags, jewelry, and gifts such as scented candles.

“In the ever-changing retail landscape, the Ivanka Trump brand is committed to engaging with the customers directly,” her company said in an e-mailed statement. “Today, the Ivanka Trump brand is evolving in big ways, but the mission remains the same.”

This exciting news comes after a tumultuous year for Ivanka. Back in February, Nordstrom cut her brand from their stores. That came amid the trend #GrabYourWallet, which was created in hopes shoppers would refrain from purchasing products linked to the POTUS, his family, or any of his donors.

Right before her father’s inauguration, Ivanka announced that she’d be stepping down from her eponymous brand while he’s in office. “When my father takes office as the 45th President of the United States of America, I will take a formal leave of absence from The Trump Organization and my eponymous apparel and accessories brand. I will no longer be involved with the management or operations of either company,” she wrote on Facebook in January. “I have appointed Abigail Klem as president to lead my brand. She will work with a board of trustees to manage the strategic and day-to-day operations of the business; I am confident that under her leadership the company will continue creating smart, solution-oriented product, and content.”

We’re not sure how much involvement Ivanka has in this project, but we wish her and her company the best of luck with everything!