Ivanka Trump has landed herself in hot water, after using her father's 60 Minutes interview to flog her jewellery line - albeit in a subtle way.
During the exclusive interview, which saw around 20 million American's tune in on Sunday, the eldest daughter of Donald Trump wore a stunning gold bracelet, valued at more than $13,800, AFP reported.
The following day, a "style-alert" email was sent by Ivanka Trump Fine Jewellery to fashion journalists around the world promoting the bangle.
White House as QVC. It has started. pic.twitter.com/jk0DeQJ9vV— Eric Lipton (@EricLiptonNYT) November 15, 2016
The message, designed to highlight the upscale brand, featured a gold and diamond bracelet from her company's "Metropolis" collection.
The email also had a photo of Ivanka Trump wearing the bangle as she sat with her father and siblings for the family's first television interview since Donald Trump's Presidential win.
The "style alert" quickly spread on social media, raising a storm of criticism as some saw it as blurring the lines between business and politics as the real estate tycoon prepares to take office on January 20.
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.
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.
"This is how the very 'classy & distinguished' Trump family sees the #Presidency - as a flea market to sell their trinkets," Marisel Morales tweeted.
"I wonder how many #TrumpSupporters can afford to purchase #IvankaTrump's $11,000 bracelet? Then again, how many of them own golden chairs?!" another said.
In July, Ivanka Trump raised eyebrows when she plugged a sleeveless sheath dress from her own collection that she wore to the Republican Party's 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 $193.
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 Organisation, Donald Trump's conglomerate.