Usually, First Ladies will do this sort of venture after their husbands, the President is no longer actively in office.
I get that she wants appealing and interesting projects to involve herself with. She and Trump probably negotiated some agreement; He is the one who wanted a second term ,not her. Nevertheless, if Melania has agreed to serve a certain amount of demands as First Lady anyway, she, in turn would like to choose how she spends most of her personal time. Trump is trying to make that happen. But, I am hoping her projects don’t appear to compromise the President on any topics of national significance.
I applaud her strategy in carving out her narrative and shaping her own story - on her terms, in real time.