What does it take to build a successful jewelry brand in today’s competitive market, even for someone such as Melania Trump? What kind of businesses has she started?
Melania’s business ventures in jewelry and skincare reveal the complexities of entrepreneurship in the luxury market. From her QVC jewelry collection to her caviar-infused skincare line, each project faced unique challenges and opportunities in the competitive retail landscape.
Read more to learn about the fascinating journey of Melania’s business endeavors, including her transition into digital assets and customizable jewelry pieces.
Melania’s Business Projects
For Melania, business projects became more prominent in her life as Barron entered school. In 2009, inspired by her interest in design and fashion, Melania launched a jewelry line with QVC, a television network and shopping channel. Melania says that the Melania™ Timepieces & Jewelry sold out quickly and maintained popularity for three years (Shortform note: Success of initial launch and continuing sales statistics could not be verified.) Melania describes her jewelry line as a symbol of financial independence.
| Melania’s Evolving Jewelry Ventures Initially, Melania’s WhiteHouse.gov biography included a reference to her jewelry line when she became first lady. However, due to concerns about perceived endorsement, those references were removed, and mentions of her entrepreneurial success were clarified as factual statements rather than endorsements. QVC no longer sells jewelry under the Trump brand, and there’s no active relationship between QVC and the brand. The original line is currently unavailable for sale. Despite this, Melania has remained involved in jewelry-related ventures. In 2021, she launched a non-fungible token (NFT) venture, which featured digital artwork including jewelry. More recently, in April 2024, she introduced a customizable Mother’s Day necklace priced at $245. Her official website also showcases several jewelry collections, including a “Vote Freedom” piece priced at $600. |
After her jewelry success, Melania was approached by New Sunshine in 2011 to develop a high-end skincare line, a project she embraced due to her personal interest in skincare from her modeling years. (Shortform note: New Sunshine, LLC is an Indianapolis-based company that manufacturers and distributes tanning and skincare products under the brands Australian Gold®, JWOWW, California Tan®, Designer Skin® and Swedish Beauty®. They have previously sold branded skincare products for other celebrities, including the Kardashians.)
With New Sunshine, Melania helped create the Melania Caviar Complexe C6 line. Despite what she describes as a promising start and positive reception, the partnership faced obstacles from internal disputes at New Sunshine, halting distribution. Melania pursued legal action to resolve these contractual issues, and the court ruled in her favor, affirming her contract’s legitimacy and granting her a settlement.
| The Failed Launch of Melania’s Skincare Line The launch of Melania Trump’s skincare line in 2012 featured products containing French caviar extract, including lotions, exfoliators, and cleansers priced from $50-150. The brand’s marketing centered on an “aging pyramid” concept that addressed nutrient loss, external stress, and “lack of receptivity,” though these terms weren’t defined in detail. Through her partnership with New Sunshine LLC, Melania aimed to distribute the products widely. However, a conflict between New Sunshine’s owners Steve Hilbert and John Menard led to multiple lawsuits, including Menard challenging the validity of Melania’s contract, which he claimed Hilbert had signed without authorization. While Melania conducted promotional campaigns, distribution problems left customers unable to purchase the products. After court-ordered arbitration and Melania’s subsequent $50 million lawsuit against New Sunshine for lost earnings, the parties reached an undisclosed settlement. The business dispute between New Sunshine’s owners, rather than market performance, ultimately ended the line’s brief presence in stores. |
