Ivanka Trump is dropping her fine jewellery line after more than a decade in business.

Trump launched the line — which features rings, necklaces, and bangles for up to $US25,000 — in 2007 and opened a boutique for selling it in Manhattan’s Upper East Side.

It was Trump’s first foray into the fashion business.

A couple years after launching the jewellery line, Trump added shoes and handbags to her label, as well as a cheaper line of jewellery with prices under $US100.

Dozens of department stores including Nordstrom, Neiman Marcus, and Macy’s began carrying her line as it expanded.

However, since the presidential election, the company has been forced to deal with President Trump’s critics calling for a nationwide boycott against retailers selling Trump-branded products.

Over the last couple months, many department stores — including Nordstrom and Neiman Marcus — have dropped Ivanka Trump’s brand, citing declining sales.

Going forward, the brand says it plans to focus on expanding Trump’s cheaper line of jewellery, according to Vanity Fair, which first reported that Trump would be discontinuing her high-end jewellery line.

The shift is part of strategy to make Ivanka Trump’s brand more appealing to middle America.

“The Ivanka Trump brand’s target used to mean Madison Avenue and high-end department stores with thousands of dollars of jewellery in a small boutique for sale; it is now about affordable luxury at T.J. Maxx and Zappos and fashion jewellery driving the business forward,” Vanity Fair’s Emily Jane Fox writes.

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