Ivanka Trump: No One Says ‘Working Man,’ Why Her Website Appeals to Women

— -- Ivanka Trump is a former fashion model-turned-entrepreneur, with a lifestyle brand, a website and executive roles in her father Donald Trump’s businesses.

And now that her father is campaigning in his bid for the Republican presidential nomination, Trump says she and her brothers are “running his business for him.”

In an interview with ABC News’ Amy Robach that aired Wednesday on “Good Morning America,” Trump talked about a number of topics, including the growing appeal of her website and her Women Who Work initiative, her family and her father’s bid for the presidency.

Asked about her feelings about her father’s current success in the polls, Trump replied: “It’s incredible, what my father has accomplished, and how strongly his message is resonating with so many people.”

Robach asked Trump, 34, whether she was surprised at how well her father is doing.

“I’m actually not at all surprised, because when he applies himself with this level of focus ... he typically prevails,” she said.

Donald Trump has stirred controversy on his campaign with his brash and unapologetic style of talk, his re-tweeting of some questionable tweets and his polarizing comments about several issues including immigrants, Muslims and terrorism, and gun control.

Robach asked Trump whether she ever talked with her father about how the media were reporting about him.

“We discuss a lot of things ... he’s one of my closest friends in addition to my mentor,” she said.

And when Robach asked whether she ever disagreed with her father, she replied: “Well you know, I’m a daughter, not a clone. There are times when I’ve disagreed with him.”

Trump and her family will join her father at Mar-a-Lago, his exclusive estate in Palm Beach, Florida, for Thanksgiving. She said the “chaotic” celebration would feature a traditional turkey which she said “gets bigger every year, thank God, as the family grows.”

Trump is the mother of two young children, and she’s expecting her third child with husband Jared Kushner.

Now six months’ along, Trump said she’s “enjoying the moment of relative calm.”

Even so, being pregnant hasn’t slowed her down. Beyond being in the boardroom of her father’s business, she continues to work on her website and on Women Who Work, an initiative she developed last year with the goal of fostering a community of women who celebrate and support each other.

She told Robach that she has achieved that goal and more.

Trump told Robach that her website, IvankaTrump.com, now publishes daily content that she hopes readers find educational and inspiring for the next generation of working women.

“Nobody says ‘a working man,’ but they say, ‘a working woman,’” Trump, a wife and mother of two young children, said. “And there is still a strange connotation to that. So sort of debunking that and making it truly a celebration of women. Because I find that often times a conversation focused on gender can get very polarizing.”

Trump told Robach about the less-than-positive reaction she received – primarily from men -- when she came up with the concept.

“I went to all of the top advertising agencies in New York, and I was asking them, and creative agencies, and I was telling them sort of about this concept ... And they hated the concept of the tagline, Women Who Work,” she said. “They said it wouldn't sell, that it wasn't aspirational, that it wasn't sexy. And I'm sitting there saying, ‘wow.’ Like, it was so disturbing to me that it made me really, really excited.”

Instead of being discouraged, Trump said she was “galvanized” by the response. She talked about the “amazing young women” who were profiled on her site. They weren’t part of mainstream pop culture dialogue, but they worked hard, she said.

“They're deeply passionate about what they do. And they're proud of their entrepreneurial spirit, and they're proud of the work that they're doing. And ... ultimately I think my goal would be to be a part of changing this whole narrative around what it means to be a woman who works. So that when my daughter, Arabella, is my age, it's just like men,” she added.

Trump knows something about hard work. In addition to being the executive vice president of acquisitions and development for her father’s company and her modeling career, she is a New York Times best-selling author. Her Ivanka Trump brand includes a jewelry line, a fashion label and a lifestyle collection.

Asked where she saw her Women Who Work initiative in five years, she replied: “For me, the goal is to change this narrative and to be a part of it. “

Trump said she wants to celebrate worked who working hard and “take away the connotation that work means ... in a traditional sense means that we're one dimensional in terms of our interests and our pursuits and our passions. You know, we want to be mothers, we want to be sisters, we are sisters. We're training for marathons, we're learning how to garden.”

Trump’s website offers women advice on a range of professional concerns – such as interview attire, salary negotiation and healthy office snacks.

“Every piece of content we create is through the filter of work,” she said. “So even when we bring that work outside of the office, it always sort of ties back to a working woman who's short on time. So, you know, we'll have recipes as well, but it's things that you can prepare if you want to make a meal for your family but you're leaving the office at 6:30 and your kids go to bed at 7:45.”

She believes this “peer-to-peer” focus is what separates her site from typical business publications which she said aren’t thinking about millennial women.

“They are speaking to a very different audience, and the content's less relevant. So for us, I think that's why it's resonated so strongly. We have an e-blast that goes out weekly that has a massive following now. I'm very proud of it,” she said.