17. 10. 22
BEHIND THE BRAND: LUVAJ
Meet Amanda Thomas, founder of cult jewellery brand LUVAJ spotted on Em Rata, Beyonce and Addison Rae just to name a few. Amanda shares the journey of LUVAJ and advice to those dreaming of building the success she knows today.
Los Angeles, CA.
IT’S HAPPY HOUR, WHAT ARE YOU DRINKING?
Espresso Martini or Icey Glass of Sancerre.
TYPICAL DAY IN YOUR LIFE?
I crack my eyes open at 8am and check my emails in bed. Then I always do a workout first thing - usually weight training in my yard with my trainer. Then breakfast and get started on work - on any given day I could be dealing with new sample development, production issues, calls with new buyers or our showroom reps, and approving marketing campaigns as well as planning new ones.
I work from home now which is dreamy so I try to get most of my emails done while laying on a chaise in the sun.I try to wrap up work by 5-ish and will go meet friends for dinner and drinks in Venice or West Hollywood. Then hopefully in bed by 10pm so I can watch a few episodes of Love Island or Housewives before I fall asleep!
WHAT IS THE MEANING BEHIND THE NAME LUV AJ?
My name is Amanda Jane so growing up my mum called me AJ. I used to sign all my cards and letters Luv, Aj so that’s where the name originated from.
WHERE DO YOU GET YOUR INSPIRATION?
Vintage jewelry books, Flea Markets, Pinterest deep dives, my friends.
DO YOU HAVE ANY ADVICE FOR SOMEONE WANTING TO START THEIR OWN BRAND?
First piece of advice is find your angle and unique quality - what makes you different than your competitors and spend time showing that in your marketing. Second piece of advise is start small - try to perfect one product before moving on to other ones. Less is more and making one perfect piece is much stronger than having 10 mediocre ones.
BIGGEST PINCH ME MOMENT?
Beyoncé decked out in Luv Aj on stage at Coachella.
FAVOURITE PIECE FROM YOUR CURRENT COLLECTION?
The Cross Hoops - always and forever my favourite statement hoop.
WORDS TO LIVE BY?
When you loosen your grip on the outcome and focus on feeling good, good things come naturally.
WHAT’S NEXT FOR LUVAJ?
So much! We have a super exciting collab dropping at the end of the year… we’re developing a piercing collection for girls with multiple piercings… rebranding our fine jewelry line… and continuing to grow the brand globally!