Ivanka Trump doesn’t need a $2,000 designer dress to make an impact.

The model entrepreneur introduced her father on the last night of the Republican Convention in Cleveland not in a high-fashion frock, but in a version of a $138 dress from her own label, which she tweeted out on Friday. It may not have been the chicest choice — the bold red outfit she sported earlier in the day made more of an impact — but it was a smart one.

Ivanka’s basic, not-entirely-fitted shift dress speaks not of her style aptitude but of her business savvy, her smarts, her capability as an adviser to her father and also her wealth — she owns her own company. Yet it also makes her more relatable. Unlike Michelle Obama, designers like Narciso Rodriguez and Maria Cornejo aren’t throwing stuff her way.

Her outfit — unassuming, vaguely sexy — puts the focus not only on her but also her father, and aligns them too. By wearing her own line, the 34-year-old mother of three is putting out the message that she’s an up-by-her-bootstraps, entrepreneurial kind of gal, too. The kind of person whom you can trust — and, by extension, whose father you can trust with running the economy and making important decisions.

Also like her dad, she’ll take advantage of a business opportunity when she sees one: Ivanka Trump has worn exclusively her own label all four nights of the RNC. Ivanka’s stepmother, Melania, saw her fancy designer dress sell out after she wore it the first night of the convention. It won’t be surprising if Ivanka’s line gets a bump in sales at retailers like Macy’s and Lord & Taylor as well.

The convention dress is already sold out at Macy’s.