Fashion Magazine

FLXX Spotlight: Amanda // The Mastermind Behind Luv Aj

By Fashionlushxx @fashionlushxx

luv aj Amanda Thomas

Dying. Dead. Done.

Not that I wasn’t already obsessed with Luv Aj and all the effing insaneeeee pieces, but after interviewing owner Amanda Thomas, it’s safe to say I am head over heels. This little lady is such a powerhouse, and a huge inspiration to any and all aspiring designers. After getting to pick her brain, it all makes sense. It’s her coolness comes out of her fingertips and straight to her jewelry.

In the words of miss Rachel Zoe herself, this is maj.

+ Not going to lie, I have such a huge design crush on your goodies and I am so excited to have you on the blog. Tell us all a little bit about yourself. 

Amanda Thomas, 25, born and raised in LA, and I make jewelry!

+ How did you get started in the business of fashion? Tell us your story.

I started out in 2004 when I was 14 years old. I used to intern for a store designer on Abbot Kinney in Venice, CA, named Corey Madley. My parents would drop me off after school and on the weekends, and I would help in her studio. She taught how to wire wrap and gave me insight on running a small business.

I just fell in love with it, so I started buying chains and beads on my own, going to flea markets and finding vintage chains and components to work with. I would always wear my own creations, and one day when I was shopping in Fred Segal, one of the jewelry buyers saw my necklace and next thing you know, they picked up my line my junior year of high school in 2004 and that’s when Luv Aj was officially created.

My only jewelry design training came from my internship during high school. However I went to Otis College of Art and Design here in L.A., and my art school background has really informed my experience as a designer. I studied graphic design in college, and had internships in all areas of the fashion industry, with designers, PR firms, and magazines, but I always came back to jewelry because it was really what I was most passionate about. I have had Luv Aj for almost 8 years, but running it full-time since I graduated college in 2010.

Amanda Thomas Luv AJ

+ What is the most important thing you have learned in regards to working in this business? Do you have any tips for people looking to enter the industry?  

I have learned that being an entrepreneur and business owner is a 24/7 gig. There are no set hours, it’s up to you to make your own schedule and keep yourself accountable for the work that needs to get done. I work every day of the week, but it doesn’t feel like work because it’s something that I love doing. Also, you have to keep raising the bar for yourself. No one is going to push you to be better, so you have to challenge yourself within your business every day. It’s very self-driven but you have to be willing to push yourself to change and grow as a business owner.

+ Give us a run down of what a day in life of a fashion designer(s) is like? 

My schedule changes on a day to day basis, which is one of the things I love most about working for myself. I’m either at the office, or downtown at our manufacturers. My office is really mellow, my interns can tell you that. We have music going, people are coming and going at all hours, and there’s a really positive vibe when you walk in here. I like to be productive and smart with my time, I don’t want to sit at my desk til the wee hours of the night, so I get in, and get it done. But I think relaxing and reminding yourself that it’s not the end of the world when something goes wrong is important. My daily duties include answering LOTS of emails, prepping orders from our e-commerce site, packing shipments for wholesale orders, approving new samples for upcoming collections, signing checks, all while downing about 4 iced teas per day


+ How would you best describe your line? 

Bad. Ass.

Luv Aj Jewelry

Luv Aj Jewelry

What is your typical go to outfit for a day at work? How about a night out on the town? 

All black everything. People laugh when I wear color because it’s so rare. I love simple basics- a great tee, black leather pants, and its all about the accessories. Besides jewelry, my big love is shoes and most of my paycheck goes to my shoe closet. There is nothing like a good pair of kicks, so you will always see me with crazy ass shoes on my feet. My night time outfits are usually what I’ve worn during the day with a pair of heels and a great leather jacket. I look like a gothic lesbian a lot of the time, but I’m cool with that.

+ What trends do you love for Spring 2013? 

Holographic fabrics! I need those holographic harem pants I saw on the Theyksens Theory runway… like NEED.

+ How about trends that you find to be cringe-worthy?

Jeffrey Campbell Litas, they make me want to gouge my eyes out. (<—–<< agreed. get. rid. of. STAT)

+ What are your favorite places to shop?

I’m a big online shopper, so I’m constantly ordering from for cheapie basics and for the splurges.

Amanda Thomas Luv Aj

+ Tell us all your most sacred beauty and/or fashion secret. 

My beauty secrets all come from CVS. Say Yes to Cucumbers Cleansing Wipes. They make me feel brand new. And L’Oreal Lineur Intense Eyeliner. I don’t wear a ton of makeup, so this is my go-to everyday.

+ Who are some of your favorite fashion icons? 

Alexander Wang, Vanessa Traina, and Mary-Kate Olsen.

+ What can we usually find in your purse? 

A shit load of chapstick (I’m addicted), my SUPER sunglasses, my Commes de Garcon wallet that everyone says looks like a mermaid, and a pack of cigs.

+ What is the most beloved item in your closet?

My goat fur sleeved Carven Tuxedo blazer. It’s insane, like a total show stopper.

+ Tell us your no.1 fashion motto: 

If it ain’t broke, don’t fix it. If it works on you, stick to it, no need to change for the trends.

Luv Aj Jewelry

Luv Aj Jewelry


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