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Donald Trump’s gold bangle jangle: 'White House as QVC'

A $10,000 gold bracelet worn by Trump’s daughter Ivanka raises concerns about conflicts of interest involving US president-elect's grown children

Ivanka Trump walks through the lobby of Trump Tower on 11 November 2016 in New York City (AFP)

A mini-scandal was ignited on Tuesday after Ivanka Trump, daughter of the US president-elect, promoted a $10,000 gold bracelet she wore in a television interview along with her father.

The affair signalled the potential conflicts of interest that could snarl the brash Republican billionaire businessman's transition to power in January as he involves his grown children as advisers.

It started with a "style alert" email sent Monday by Ivanka Trump Fine Jewelry to fashion journalists around the world.

The message, designed to highlight the upscale brand, featured a gold and diamond bracelet from her company's "Metropolis" collection, with a cost ranging above $10,000.

The email also had a photo of Ivanka Trump wearing the bangle as she sat with her father and siblings Sunday for the family's first television interview since Donald Trump's 8 November win. 

The CBS "60 Minutes" programme drew 20 million viewers.

The "style alert" quickly spread on social media, raising a storm of criticism with some seeing it as blurring the lines between business and politics, as the real-estate tycoon prepares to take office on 20 January.

Ivanka Trump's company did not immediately respond to an AFP request for comment.

But the head of the Ivanka Trump brand, Abigail Klem, was quoted by The New York Times as saying the "style alert" had been sent by "a well-intentioned marketing employee at one of our companies who was following customary protocol, and who, like many of us, is still making adjustments post-election".

Klem said new policies and procedures were being "proactively" discussed with all of Ivanka Trump's partners.

Some social media critics pointed out the irony between the luxury bracelet she wore and the disadvantaged voters who Donald Trump has vowed to represent.

In July, Ivanka Trump raised eyebrows when she plugged a sleeveless sheath dress from her own collection that she wore to the Republican National Convention that nominated her father.

Immediately after the convention, she sent a Twitter message with a link directing fans who wanted to "shop Ivanka's look" to retailer Macy's website where they could buy the same dress for $138.

Ivanka Trump, who campaigned for her father while continuing to promote her brand on social networks, and her image as a woman juggling career and family, is vice president of the Trump Organization, Donald Trump's conglomerate.