Behind the Brand: Luv AJ

Posted on February 28 2017

Hailing from sunny Los Angeles, Luv AJ is the go-to brand for jewellery with attitude. A heavy hitter on the LA accessories scene for over a decade, designer Amanda Thomas has amassed the ultimate girl gang of fans - Bella Hadid, Kylie Jenner, Emily Ratajowski, Chiara Ferragni (aka The Blonde Salad) and Emma Roberts to name a few.

What started as an after-school hobby quickly became an unexpected business opportunity when a Fred Segal buyer approached Amanda, wearing on her her creations, and picked up her entire collection. Did we mention she was only 16?!

A girl boss in the making, Amanda gained impressive credentials interning for WhoWhatWear, designer Rachel Pally, and celebrity stylist Cristina Ehrlich, and was inspired to pursue her love affair with jewellery and expand the Luv AJ brand. Recently added to the Forbes '30 Under 30' list, Thomas is definitely one to watch!

Born and bred in the City of Angels, Amanda exudes that effortless cool that LA is known for, which filters into each and every one of her collections. Her signature spikes have that rock-and-roll edginess but with a touch of femininity - the perfect pairing for both an LBD and your fave jeans and t-shirt.

Another UK exclusive, available only through Stone Hearts Club, check out our top picks below, or shop the full collection here.