Founded by designer Amanda Thomas — the "AJ" behind the name — Luv AJ began as a teenage jewellery-making hobby and grew into a Los Angeles cult label, picked up by Fred Segal while she was still in school. A graphic-design graduate of Otis College and a Forbes 30 Under 30 honouree, Amanda creates bold, confidence-boosting pieces that have been worn by the likes of Bella Hadid, Hailey Bieber and the Jenner sisters, and stocked everywhere from Revolve to Nordstrom. The idea behind every piece is simple: jewellery should tell a story, feel a little luxurious, and stay easy enough to wear every single day.
