Interview with Designer Amanda Thomas of LUV AJ!
Luv Aj Designer Amanda Thomas started her accessories line in 2005 once her after-school obsession parlayed into her own line of accessories. The 22 year old still continues to combine vintage whimsy with modern sensibility in her line of jewelry, totes, and other accessories. Amanda now attends Otis College of Art and Design and has learned from the best, working with Corey Madley of Madley Knitwear and Jewelry, clothing designer Rachel Pally, celebrity fashion stylists Cristina Ehrlich and Estee Stanley, and the lovely ladies at the online magazine, Who What Wear. These opportunities have inspired Amanda to expand Luv Aj to boutiques across Southern California, leading to its popularity among starlets and clients such as Ashlee Simpson, Paris Hilton, and Lindsay Lohan who admire her tongue-in-cheek tote bags and vintage-inspired jewelry. Amanda looks forward to Luv Aj’s continued success with her growing line of couquettish tote bags and bohemian jewelry.
How did you get into designing?
It started out when I was 14 or 15 years old. I used to intern for a store designer on Abbot Kinney called Cory Madley (store is Madley in Venice Beach). My parents would drop me off after school and on the weekends and I would help in her studio. She taught how to sew and how to make jewelry, wire wrapping and stuff. I just fell in love with it. I really, really liked her stuff but it was all really expensive. My friends and me couldn’t afford. I started going and buying chains and beads on my own, and going to flea markets and finding cool trinkets. That’s when I started working on my own line.
What are some of your favorite materials to work with?
I love working with raw metals, crystals, rocks, and really organic materials. It’s fun to play with their shape and texture, and it’s nice because every piece I make is truly unique. It can be tricky to find matching crystals for a pair of earrings or something, but that’s all part of the design process.
What inspires you daily?
I am always inspired by materials, and figuring out how to make something into a piece of jewelry. I love finding an awesome rock or crystal and figuring out how to make it into a pendant or a bracelet or something. Also, there’s nothing more that I love than hunting for cool chain or interesting vintage components and figuring out how to incorporate it into jewelry. I design with myself in mind, and what I want to wear, so that is usually first and foremost when drawing from inspiration.
Who are your favorite clothing designers?
I wear Alexander Wang, all day, every day. I love the neutral palette, the soft fabrics, and amazing cuts of all his pieces. Plus his sky high booties are a staple in my wardrobe. I also love Topshop, Cheap Monday, and SupaDupa Vintage for more affordable everyday clothes to mix and match in my wardrobe.
Where did you go to school? Train?
I studied Graphic Design at Otis College of Art and Design here in LA. Even though it’s not fashion, or jewelry design, being trained in graphic design is alot more resourceful than I even imagined. I design every visual aspect of my brand, from packaging to my website, and can have control over every image of Luv Aj that goes out into the world. Knowing how to design and print your lookbooks, fix html problems with your website, etc. has been invaluable, and saved me a whole lot of money too.
How did you get your big break? How did your first jewelry sale happen?
Back in high school, during prom season, everyone asked me to make their jewelry. It just turned into this thing…and I was making steady money. When I was 16 years old, I got my business license and had my friend Brad make this dinky e-commerce Web site. I started shooting stuff in my kitchen (my cousin was the model) and just cranking stuff out. Then it started selling. I’ve always frequented stores like Fred Segal and Madison. I went in one day and the head buyer at Fred Segal saw my necklace. She said, “Oh, that’s really great. Where did you get it?” I told her I made it and she ended up buying the whole collection. That was really the beginning of everything.
Where did you get the name Luv Aj?
Luv Aj came from a childhood nickname. My first and middle name is Amanda Jane, and my parents and close friends call me Aj. I used to sign all my cards and letters Luv Aj, so the name just kind of fit.
Any advice for Girls Who Rock, that are aspiring designers?
Be prepared to work. I have never worked harder at anything in my entire life. Having your own line and running your own business is a 24/7 responsibility, that is so incredibly rewarding, but also such a challenge at the same time. There are no breaks. Ever. But, I have to say, being my own boss is the greatest thing in the world.
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