The public still loves one Trump–and it’s not “the Donald.” Since their much-publicized breakup four months ago Ivana Trump has been elevated to the status of good-wife-dumped-by-the-man-she-loves. Fan mail from supporters pours in daily at The Plaza, which Ivana now runs. Friends in New York society continue to rally behind her. Gossip columnist Liz Smith has all but become Ivana’s spokesperson, referring to the hotel; queen’s husband as “old what’s-his- name.” All the: attention–not to mention a Vogue cover showcasing what appears to be a surgical makeover–has made Ivana Madison Avenue. She has announced she will launched of new line of productsm bearing her name. And marketeers are looking at other celebrity broker Marty Ingels: “While Donald is turning out to be the national nitwit, Ivana is smelling like a rose. "
The Czechoslovakia-bred blonde has shrewdly cultivated that sweet-smelling image by taking the moral high ground. Last week, as rumors circulated that her husband’s business empire was coming unraveled, she issued a statement saying she would continue to support her man. “Donald and I are parners in marriage and in business,” it read. “I will stand beside him through thick or thin and for better or worse.” The woman who has helped run theTrump empire for”$1 and all the dresses I can buy" also insists that she hopes to return the favor–by getting The Plaza back into the black. “Basically, our goal is to break even,” she told The New York Times, “to give Donald $1 after all the expenses.”
What’s the motive behind her professions of loyalty? Some say Ivana is biting her tongue to improve her chances for getting a divorce settlement heftier than the $25 million called for in a prenuptial agreement. “She’s playing the saint,” said one fashion designer as she nibbled on finger sandwiches at a Plaza tea last week. Sympathetic friends characterize Ivana as a woman with dignity one totally devoted to her sometimes overbearing husband. “He calls her every day and raises hell about what’s in the newspaper,” says Smith. “He doesn’t leave her alone.” As for playing the saint, well, Ivana may be able to leave that to others. “I have nuns praying for her,” says Chanel executive Catherine D’Alessio, a friend of Mrs. Trump. “They’re crazy about Ivana.”
Although she may still take the Donald’s calls, the former competitive skier and model seems to be preparing for a future that may not include her husband. She has started work on licensing the Ivana Collection–which includes Ivana evening,, business and casual wear, as well as Ivana jewelry, handbags, luggage, hosiery and lingerie. She is also at work on “The Plaza Collection by Ivana,” a selection of bath soaps, conditioners and perfumes to be distributed at Thel Plaza hotel.
Other marketeers are examining ways to reap profits from her name, too. Frankie and Johnnie’s, a New York restaurant, has issued a standing invitation for Mrs. Trump to work as a hostess–for $25,000 a week. “We thought it would be great for business,” says manager Frank Zaravelis, “but we haven’t heard from her.” Ingels has had requests from an automobile manufacturer interested in an Ivana car.
What’s the perfect product for Ivana to grace with her moniker? Adman Phil Dusenberry, chairman of BBDO Worldwide’s New York office, believes Mrs. Trump might be an effective spokesperson for a Trump competitor. “Maybe she could become a Pan Am spokesman,” he says, jokingly. “She could do a testimonial against the Trump Shuttle.” After all, never has a woman scorned been in a better position to seek revenge.
