Every aspect of their life is just as important to them as their careers.” Murphy tacks glossy pages of the brand book on the wall. “Sophia started life as a Dumpster diver and Ivanka grew up on Fifth Avenue—but their message is actually very similar: It’s about empowerment and redefining what it means to be a woman in this generation.”Recently Ivanka has been making the rounds of morning talk shows promoting the Web site—and its “Women Who Work” video campaign. she I meet Ivanka after work one evening in the lobby of her building on Park Avenue, just a few blocks from Trump Tower, and we head up to her apartment.One side reads, “We Are FEMININE” in big type over pictures of women in tastefully sleeveless floral-print dresses; on the opposite page, under “We Are Not GIRLY,” there are three women dressed in polka dots and bubble gum–pink stilettos. “I think we’ve really hit on something that is relevant but also optimistic.” She quickly gets down to brass tacks, adding, “and obviously, it benefits the brand. When I ask her older brother, Don, Jr., what it’s been like working side by side with his sister these past ten years, he says, “It’s amazing to see the level of talent she possesses now; she’s just a more complete businesswoman.” And even he, who freely admits he knows nothing about fashion, recognizes she may be onto something with her latest venture. The elevator opens into a spacious foyer, where Arabella, who is three, is squealing and running around in a sparkly little dress.It’s very much in line with our current positioning.” If I have one criticism of Ivanka, it’s that she can sometimes slip into a Boardroom Lady character, saying things like “Thanks for taking the lead on that.” Perhaps this is a side effect of playing a version of herself on all these years, or maybe it’s simply a defense mechanism built up after having been thrust into the spotlight since she was a child. “She was able to very easily identify something that’s been lacking. There is a toy suitcase open on the floor, bursting with sequins and taffeta.“She lives in princess dresses,” says Ivanka, who scoops up Arabella and kisses her, and then heads into the living room to squeeze Joseph, one and a half, who is sitting on the floor, playing with his toys and smiling at Xi Xi, the nanny, who is Chinese and is teaching the children to speak Mandarin.Late in the day on a Monday, with the low winter sun slicing through all the new buildings rising above midtown Manhattan, Ivanka Trump is sitting behind a big mahogany desk in her office in Trump Tower, recounting for me some of the things that have happened so far this year.
Plus, she says, “we have an unbelievable cast who, as my father says, just Sitting before her on the desk are the fourth-quarter sales figures for her namesake line of apparel and accessories: all up, every category.
Before long publishers came knocking, asking her to write a book.
“I was like, ‘I don’t want to look like I’m telling people I have all the answers.
“Which is awesome,” she says, sounding genuinely pleased.
Last fall, she quietly launched ivankatrump.com, a site geared to the young professional woman—“the everyday version of Ivanka,” as someone on her team puts it—the same woman, presumably, who is buying all those Ivanka Trump shoes at Nordstrom, at the moment her biggest retail partner.
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And the Ivanka Trump brand team—there’s a staff of about fifteen—works a little below that.