Meet Amanda Thomas, the woman who has taken the jewellery industry by storm! We're certain you'll be familiar with Luv AJ! You may even be wearing a pair of her signature hoops as we speak. Get to know Amanda as she speaks to us about building a brand, running her own business and the lessons she's learned along the way!
Los Angeles, CA
TELL US ABOUT YOUR JOB!
I am a jewellery designer and owner and founder of Luv Aj and Après Jewelry Luv Aj is my costume jewellery line that I started in high school, and Après is my fine jewellery + engagement ring line that I started after I got married 5 years ago :)
TYPICAL DAY IN YOUR LIFE?
I’m a creature of habit so you’ll find me at my office every day. Our headquarters in Culver City, CA is where we handle all our office admin work for both brands and also where I design and do all the marketing. My days are filled with checking on production, designing future collections, planning photoshoots, and just making sure everything is running smoothly. I share my office with my husband Pat who has a clothing line called Private Party so it’s fun to get to see/hang/work beside him every day.
WHERE DO YOU DRAW YOUR INSPIRATION FROM?
Lately I’ve just been a vintage jewellery junkie. Whether its riffing off of pieces I find at antique stores, or finding pictures of ancient jewellery that’s now in museums, I like getting inspired by these jewels and putting my modern twist on them.
ANY TIPS FOR STARTING YOUR OWN BUSINESS?
BE RESOURCEFUL. I know when anyone starts a brand, they are tight on money. It’s impossible not to be. So just be wise with how you spend it and try to utilize the resources and opportunities around you. For example- try partnering with smaller micro influencers to promote your line in exchange for gifting. That’s a great (and free) way to build your brand’s presence online that doesn’t cost a penny.
BIGGEST PINCH YOURSELF MOMENT?
Getting on the Forbes 30 Under 30 list. I started my company when I was 14 years old and just never dreamed that I could grow it to what it is today, so getting on the list was a real honour.
Hillary Kerr from Who What Wear. I interned at WWW in college as a Graphic Design assistant and she always took the time to chat with my and answer all my questions. And once I left, she was my biggest supporter and opened a lot of doors for me for Luv Aj. I am forever grateful for her and in awe of her kindness and attitude!
FAVOURITE HOLIDAY DESTINATION?
Tulum, Mexico. Be Tulum is the most heavenly hotel. Got to go to Hartwood for dinner, its epic.
Like I mentioned, I am a creature of habit and wear the same thing everyday- vintage tee, black leather pants, and motorcycle boots.
You can stay up to date with Amanda's journey by following @amanda_luvaj on Instagram! A beauty inside and out!