Luv AJ Grows at Target With Vacation Edit Collection

By Karen Dybis | June 25, 2026

Fashion jewelry line Luv AJ is scaling up its collaboration with Target, putting its Vacation Edit in 300 stores starting today, with plans to expand to all 1,800 Target locations later this year.

Luv AJ first worked with Target in 2024, when the retail giant began carrying its Bijoux Sport collection. The Luv AJ Vacation Edit debuts today in Target stores and online. Brand founder and creative director Amanda Thomas (pictured) says she and her small team have worked toward this national retail expansion for the past two years.

The Vacation Edit collection includes more than 20 jewelry styles, with prices ranging from $25 for Noemi earrings in pink, green, or brown Lucite to $55 for the Mercury Orb pendant belt.

Thomas says she designed the pieces to be affordable for the Target shopper. Thomas also wanted the jewelry to be on trend, so she focused on colorful statement pieces using resin, beads, and shells, in summer-centric hues like olive green and dusty rose.

melrose Target LUV AJ — *This example on Melrose Avenue in Los Angeles shows the Luv AJ marketing that is part of the brand’s expansion into Target stores.*

Some stores got the Vacation Edit earlier this month, and customers have been sharing the jewelry on TikTok and Instagram, Thomas says. The Bijoux Sport line already is a top seller for Target, she says.

“Getting into Target has been on the tippy-top of my bucket list for more than 10 years. It is the perfect retail partner for Luv AJ to grow with,” Thomas tells JCK.

Luv AJ’s next drop at Target will come for the holiday season and will be available online and at all of its stores. Thomas says the collection will include gift sets and ornaments filled with earrings or a necklace.

The key to winning Target’s business was focusing on the client experience, Thomas says. Target wants displays to attract shoppers, so Luv AJ used darker, moodier tones—rather than a more traditional white or beige—on its packaging to ensure it grabbed the eye.

LUV AJ Target jewelry — *Luv AJ chose a Vacation Edit collection for its first Target drop of its fashion-forward jewelry, including these Granda Disc earrings ($35) and Granda Disc pendant ($35).*

Thomas says Target communicated that its guests also expect great value and quality, so that is why Luv AJ chose to work with resin and Lucite in these first pieces—both give jewelry a great weight as well as an ability to use custom colors.

“We wanted something that would stop you in your tracks when you walk past it, and Lucite and resin are smart choices for materials,” Thomas says.

As a female jewelry company founder, Thomas says she feels proud of the work her business did to get to this point. She started the Los Angeles–based brand in 2004 as a high school sophomore; its name stands for “Love, Amanda Jane.”

Thomas also says she sees Bijoux Sport growing as it is debuting its jewelry with the NFL in August and, hopefully, the NBA next. She started that secondary brand in 2023 when one of her team suggested they look at fashion jewelry for sports fans. Licenses with Major League Baseball and Major League Soccer followed.

“We keep our team really small so there are fewer cooks in the kitchen. I still design everything myself. I’m the CEO and the COO, and we have three people in house as our production team. We don’t need a lot of hands on it, but I needed the experience to be able to execute at this high level,” Thomas says.

(Photos courtesy of Luv AJ)