Mike Blake/Reuters Ivanka Trump's brand is adjusting to the new role of its namesake.

Ivanka Trump’s brand on Tuesday admitted that adjusting to a world in which Donald Trump holds the Oval Office is going to be tricky.

The company was criticized this week after sending out a “style alert” about a $10,800 bracelet ― the Metropolis diamond bangle to be precise ― that Ivanka Trump wore in an interview with “60 Minutes.” The bangle, sold by Ivanka Trump Jewelry, is “Ivanka’s favorite,” the alert sent to journalists noted.

“This notification was 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,” Abigail Klem, president of the Ivanka Trump brand, said in a statement provided to The Huffington Post. “We are proactively discussing new policies and procedures with all of our partners going forward.”

Email sent to journalists by an @IvankaTrump employee, hawking the goods she wore on @60Minutes. pic.twitter.com/aCpNbBBArg — katie rosman (@katierosman) November 15, 2016

The company pulled off a similar move during the Republican National Convention, promoting a dress Ivanka Trump wore during her speech, but didn’t address the criticism it received at that time.

The dress sold out quickly.

However, now that her father is the president-elect, the Trump businesses are under a whole new level of scrutiny. The level of potential business conflicts for the president-elect is unprecedented in American politics, as The Washington Post recently wrote.

Paul Light, a New York University professor of public service, who’s an expert on presidential transitions and government reform, told The Huffington Post that what Ivanka Trump’s brand did may be fine legally, but it looks “tacky.”

“Presidents represent the nation, as do their spouses and children,” Light wrote in an email. “The White House is not a shopping mall.”

Me watching so many journalists just now realize @IvankaTrump is using Donald's candidacy / presidency as a marketing channel. pic.twitter.com/4KITyjL3TF — Shannon Coulter (@shannoncoulter) November 15, 2016