If you don’t already know the fashion-girl favored L.A. jewelry brand Luv AJ by name, then you’ll likely recognize its distinguishable style: a chic yet effortlessly edgy vibe marked by cool cross motifs, hoops, and pavé studs. Or, if you’re like us and are one of the many obsessing over designer Amanda Thomas's collection on the regular, prepare to fangirl over her next big feat—her first foray into fine jewelry. Luv AJ is partnering up with Iconery, an online jewelry destination that gives designers the means to produce high-end collections—and shoppers the marketplace to buy them.
“We’ve been following Luv AJ for awhile as a brand. She’s such an iconic designer. We had both friends and advisors say, ‘You know, you should really talk to Amanda Thomas at Luv AJ,’” says Ivka Adam, founder & CEO of Iconery.
Luv AJ’s first fine jewelry line comes out today online at both Iconery and Luv AJ, and features designs inspired by both the brand’s signature best-sellers, such as those cool-girl cross hoop earrings, as well as some newer pieces from the spring 2016 line. Keep reading for our exclusive interview with Amanda Thomas and Ivka Adam on the collaboration.
On the Luv AJ x Iconery collaboration: “I make costume jewelry, and have been doing that for the past 14 years,” says Thomas. “But fine jewelry is something that I’ve been thinking about and feel like my heart and style is leaning toward.”
On her favorite piece from the collection: “I feel like my favorite piece is the cross hoop earring. They’re really a signature Luv AJ piece, and it was a really fun one to work with Iconery on and reimagine it for fine jewelry. We did it super simple and small, and it turned out so amazing. I think it’s actually more wearable because it’s a little smaller but still packs a punch,” says Thomas.
On what jewelry trends to expect for spring: “I really think dainty chokers are so big for spring,” says Thomas. “I feel like there are so many chunkier, statement versions, but the dainty diamond kite choker that we did for this collaboration is just so beautiful. It’s really simple, but when you get up close it has really amazing details.”
On how they got to where they are today in their career: “I do feel so very lucky with my career path, and I feel like I’ve had fantastic experience and mentors that have helped me get to where I am today,” says Adam. “One phrase or quote that has helped me, especially in building and launching Iconery, is pressure makes diamonds. So on the days when it’s really difficult, nothing’s going well, or it’s just really hard, I think, ‘Okay, pressure makes diamonds.’ And it’s ironic that we also make diamonds.”
“One of the keywords that I always remind myself as a business owner is just to be resourceful. I think through all my internships, [Amanda also interned at Who What Wear!] one thing that Hillary Kerr and Katherine Power taught me is that it’s just about being resourceful and leaning on people around you if you can’t do everything yourself. I think it’s important as a business owner to understand what your strengths are, and then find people who are better than you at your weaknesses,” says Thomas.
Shop our favorite pieces from the collection!
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