This month on our Classic Chronicles, we sat down with someone whose creativity, instinct, and hustle have shaped her brand over the last decade: Amanda Thomas, founder of Luv Aj. Amanda launched her brand in the most serendipitous—and very LA—way possible: as a high-school sophomore with an after-school jewelry-making job, a pile of beads, and a chance encounter at Fred Segal that turned her hobby into her first major account. Since then, she’s grown Luv Aj into a cult-loved brand known for bold silhouettes, iconic hoops, and a distinct balance of edge and elegance.
In our conversation, Amanda shares how creativity has guided her from day one, the moment that truly changed her career, the mantra she’s currently living by, and why “classic” to her means something that holds its power season after season. She also lets us in on her dream for the next five years, her favorite pieces (including the one she’d pick from Classic Six), and a few rapid-fire glimpses into her world, from vintage finds to daily must-haves to her go-to city.
Read on to meet the woman behind the brand—and the timeless style she embodies.
Where and when was the brand founded?
I founded Luv Aj in 2004 in Los Angeles- I was a sophomore in high school and got an after school job with a jewelry designer in Venice. She taught me the basics of jewelry-making and I just started making my own designs for fun. I was shopping in the iconic LA store Fred Segal one day with my sister and got stopped by a woman who loved my necklace and she ended up being the buyer of the store. She invited me to come back for a buyers meeting and they were my first account- and that’s where Luv Aj was born.
What was the catalyst in starting the brand?
It starting simply from my love of creating. I loved sitting down at my desk with a pile of materials and chains and beads and seeing where my
mind would go. Once I got into Fred Segal, my hobby snowballed into my job into my career over the next few years.
What is the dream for the brand in the next 5 years?
I would love for Luv Aj to truly grow into a globally recognized brand, I’m excited to keep expanding our sports-licensed jewelry Bijoux Sport into more sports categories, and I would love to open my own brick and mortar too! I have so many ideas of what I would want my store to look like
Do you have a favorite collection or piece to date?
Our Cross Hoops are just so iconic to me, I had done so many iterations of them and the design was not hitting. And this was my final attempt at the shape and they turned out so bold and perfect and have become a recognizable staple of the brand since 2016.
What’s your favorite thing in your closet right now?
A vintage Jil Sander leather jacket I got from RLT in Montecito
What’s the best piece of advice you’ve ever received?
My mantra as of lately has been- You can’t see around corners. Just a reminder for me that whatever is happening now might not last, good or
bad, and to just have faith that something exciting is coming on the horizon.
Is there one unforgettable defining time in your career that changed you?
The morning of my wedding, I found out I was on the Forbes 30 Under 30 list. I didn’t even know I was being considered for it so it just was
such an honor and a real pinch-me moment.
Best gift you’ve ever received?
My mom gave me a Rolex that my dad got her in the 90’s and it’s so beautiful and has such sentimental value to me
What does the word “Classic” mean to you?
It means timeless, something that lasts season after season no matter the trends.
QUICKFIRE
Sign: Virgo
Dark chocolate or milk chocolate: Dark
Coffee or Tea: Tea
Favorite Classic Movie: 10 Things I Hate about You
Never without: Lip Gloss
Color you couldn’t live without: Black
Your favorite accessory: My Pave Amalfi Huggie earrings
Your favorite wardrobe piece: Black Row boots
Favorite city: Paris
Last trip you were on: Chianti in Italy
Last book you read: Buy Back Your Time by Dan Martell
Favorite Restaurant: Giorgio Baldi
Hotel you’re dreaming of: La Posta Vecchia
I’m a firm believer in: generosity always goes a long way
I’m deeply grateful for: the females in my life
The world needs more: daily hugs
If you had to pick one Classic Six piece, what would it be? Beverly Pant
