Not well, according to Melania’s former personal assistant, Stephanie Winston Wolkoff.
In her book, ‘Melania & Me: The Rise and Fall of My Friendship with the First Lady,’ Wolkoff writes:
“As a publicity and marketing expert, I was confused about why Melania didn’t use the name Trump to sell her products.
She said, ‘I want it to be mine.’
She’d spent a decade on Donald Trump’s arm by the time she launched her brand.
Perhaps she was ready to stand on her own?
Did she believe her own hype, that her celebrity would be enough to move product?
All she thought she needed to do was slap a big letter M on a pump bottle, and it would fly off the shelves.
But still, why not use the Trump brand for that extra nudge?
Perhaps she wasn’t tell me the whole truth.
It was entirely possible that Donald didn’t allow her to use his name.
After all, another female friendly family member had a lock on Trump-branded women’s products.
Ivanka had sat next to Donald in the boardroom on ‘The Apprentice’ and ‘The Celebrity Apprentice,’ and brand integrations were a hallmark of the show.
Ivanka had launched Ivanka Trump Fine Jewelry in 2007 and become the name and face of the Spa by Ivanka Trump in Trump hotels in 2009, and she would launch her apparel and accessories brands in 2011.
In a battle of the brands between Melania and Ivanka, with Donald/Daddy keeping an eye on the bottom line, it’s obvious who wins.”
— Excerpted from ‘Melania & Me: The Rise and Fall of My Friendship with the First Lady‘ by Stephanie Winston Wolkoff.