As she approaches the sixth anniversary of her “Be Best” initiative and as her husband began his trial of the so-called “hush-money payments”, the former first lady started peddling a necklace. What’s the significance?

Her defiant husband has been going to court to face an impressive 34 felony counts for putting out false business records in what has been dubbed the “hush-money” case. Melania trump has been busy too. She is selling jewellery, online. Just one set of necklace and pendant, which appears to be three heart-shapes joined at the pointed ends. The placid pair could be mistaken for anything you could find in the likes of Lovisa or, if you prefer online shopping, Shein. According to Mrs Trump’s amateurishly-designed, eponymous website, the two-piece is called “Her Love”. Who the Her is referring to is not made immediately clear, but on X, where she was just promoting her new jewellery, she did say, “let’s honor and celebrate all mothers. ” Or, perhaps, in the light of her husband’s on-going court appearances, mistresses?

That she needs to sell objects of adornment clearly not haute joaillerie at this time is rather odd. Is this really creative expression or business endeavour? Or just spousal duty—to help her husband raise money for his legal troubles and re-election campaign, now stalled while he attends the court hearings? Is she working behind the scenes, having largely been out of the ex-president’s re-election bid? Perhaps, she is merely walking in her man’s clumsy footsteps. Mr Trump, too, sells articles of fashion. Last February, he launched ‘The Never Surrender High Top Sneaker’, a pair of kicks so frighteningly gaudy that even Dennis Rodman might find it garish. Mrs Trump’s QVC-worthy Her Love necklace, in fact, is no better. Also in gold, it could be trinket easily found in a pasar malam (night bazaar). Or, a tacky, one-dimensional Risis Orchid wannabe, only that it looks more like a flattened shamrock that you would see in an Irish gift shop.

The puffery her marketing team puts out online described Her Love as “an exquisite jewel filled with immense gratitude”, making it more precious than it really is. Sold at US$245 (or about S$333), how “filled” can it be? The necklace set is, in fact, made of gold vermeil, indicating a base of sterling silver and a layer of gold on top—a choice of material for those who prefer pure gold alternatives when the budget is tight. It is a “customisable necklace” and, if attribute is necessary, “designed by Melania Trump”, her signature scratched on the lower leaf/heart—a crude cursive. The “one-of-a-kind customisation” means the pendant can be engraved on each of the three leaves (on the side not bearing the creator’s famous name) with text of no more than 12 letters. The former first lady created one that reads “LOVE & GRATITUDE” (it is unclear if that is for sale); like her husband, she loves full-cap text too. The accompanying caption informs: “Forever engraved with the names of your loved ones”. But, she did not pick any.

Screen shot: melaniatrump.com