Kathrine Frich
Not everyone is sold on the rollout.
Big business deals rarely happen out in the open.
For generations, wealthy leaders have gathered behind closed doors to trade favours and build fortunes.
Now a high-profile figure has built her own version of that private room, and critics are asking who it actually helps.
Ringing the bell
According to the Irish Star, First Lady Melania Trump stepped up to the podium at the New York Stock Exchange on September 23 to ring the opening bell.
The 56-year-old was there to launch IMPERIA, a new project aimed at bringing female executives and business owners together. Held during the UN General Assembly, the NYSE summit was set up to showcase “the global economic power of women.”
Having previously focused largely on children’s issues, the first lady is now turning her attention to the corporate world. She told attendees that women must move beyond simply asking to be included.
“For generations, women fought for a seat at the table,” she told the gathering. “The next chapter is about owning, growing and making space for the women who come next.”
In her speech, Melania argued that the modern economy would stall without female leaders, investors, and consumers. She pushed for women to hold equity, real estate, and businesses alongside “our ideas, our intellectual property, and our economic future.”
Standing on the roof
Not everyone is sold on the rollout. Speaking to the Irish Star, public relations expert Sam Gauchier questioned whether the project really helps everyday businesswomen.
“Honestly, when I first read about IMPERIA, my immediate reaction was: has Melania Trump basically launched a Wall Street sorority for some of the most powerful women in the world?” Gauchier told the outlet.
She noted that putting top executives in a room to share deals and shape policy is nothing new. Rich men have done the exact same thing on golf courses and at private clubs for decades.
While Gauchier hopes these corporate leaders use their clout to open doors for others, she pointed out a major flaw in the pitch.
“IMPERIA is being sold as a ladder for women, but everyone publicly named is already standing on the roof,” Gauchier explained to the Irish Star. She noted that the project lacks an application process, a public investment fund, or clear targets, leaving ordinary female founders on the outside looking in.
