I couldn’t hold my breath any longer. This collection is definitely worth sharing. The california-based jewelry brand LUV AJ presents its latest collection that was released on August 1st. It’s super sleek and edgy and the lookbook/campaign is everything….
Of course, it goes without a doubt that I had to ask Amanda (the designer) what was her inspiration behind this collection… she replied that everything stemed from her Australian roots and her love/fear of sharks. Amanda’s mom is from South Australia and she used to hear stories about the crazy Great Whites that her mom used to see as a child, which explains why Amanda has always been intrigued by them as creatures. In terms of the shark teeth, she says that she “always loved the shape, they are sharp and pointy and are so organic looking”. She took a trip to the Gem Show in Tucson, Arizona and found all these million year old Megaladon shark tooth that she used to cast all the pieces. Amanda always like to make her jewelry look a little rough, she exclaimed with enthusiasm: “they are such primitive forms, so it was cool to be able to put it into jewelry form.”
Then, I asked about the Luv Aj chick… who is she ? Amanda explained that “Luv Aj jewelry is a one part feminine and one part bad-ass” and therefore, the Luv Aj chick can be several woman at once. All in all, the Luv Aj girl is “the kind of girl who plans her outfits around her accessories, not her clothes.” And when I look at the pictures below, this collection really reflects that…. I bet you all want to be THAT girl!
Photographer: Claire Thomas
Model: Beth Whitsom
Styling: Amanda Thomas
For more information, visit: www.luvaj.com