Lady LUX

For someone who had no intention of making her hobby a full time career, Amanda Thomas has become a thriving business owner and designer at the tender age of 26.

Out of college only four years and at the helm of her own design company for 10, Thomas has in a short time cemented Luv Aj in the world of jewelry as a serious player. “It’s really fun to make things people like to buy,” she says, in the wistful manner only someone in their early 20’s can do. All of this seems to be second nature for Thomas. Born and raised in Los Angeles into a very entrepreneurial household, hers was a family where creativity was a common pursuit. “They encouraged me to keep at it,” Thomas says of her parents and siblings about her budding passion for jewelry. “They’ve taught me parts of the business that I didn’t know, like drawing up invoices and marketing my work.”

After high school friends started buying her creations – pieces she classifies as a mix of edgy and classic – and stores like Fred Segal, Kitson, Ron Herman, and Nordstrom soon followed. When Urban Outfitters asked Thomas to do a private collection ‘Luv Rocks by Luv Aj for Urban Outfitters, she knew it would solidly placed her on the map. Half a decade later, Thomas is widely known in the industry and works the trade show circuit. Her pieces are sold on her website and in 60 different outlets nationwide.

Now without any background in clothing design, Thomas has decided to turn her eye toward leather. But not for her jewelry. Instead, she’s designing leather clothing, all in black. Although she holds a B.A. in graphic design and did internships at WhoWhatWear.com and with Rachel Zoe, Thomas is admittedly not a fashion designer. Why venture out on this limb? “Selfishly, I wanted the perfect leather jacket! But it’s been one big learning curve,” she adds. “I went into this not knowing a lot about making clothes – I don’t make clothes, I make jewelry. But I’ve learned both what to do and what not to do.”

It was Thomas' love of leather that steered her in that direction. She admired the elements other designers used in their work, such as Alexander McQueen, which helped her start the process. A line of what she calls tack accessories, which is the equipment used in horse riding, is set for a soft launch at the end of November, with the line of leather jackets to follow in February. Only three pieces will make their debut this spring: a motorcycle – or moto – a bomber, and a leather sweatshirt. The latter will come in different variations, and in gorgeous hides – snakeskin, pony hair, and crocodile with rabbit fur sleeves.

“It’s really gorgeous,” Thomas says about her leather and rabbit fur sweatshirt.

In a leather-loving fashion universe, how will Thomas separate her jackets from the pack? It will be, as is often the case, in the details. Thomas will use both chrome and rose gold hardware to finish the more classic pieces, along with the same quality zippers used by one of her heroes, Alexander Wang. Unique textures such as the python-embossed leather and speckled pony-hair suede used in the bomber jacket will make the pieces stand out. Andre Lieberman of A.L.C. has been brought on as patternmaker. He is the same expert craftsman who styles Gwen Stefani and J. Lo.

“I like classic pieces with a little bit of an edge to them,” Thomas says. She realizes her customer is faithful to the silhouettes they know and love. She also knows that her customer is always seeking the standout pieces no one else offers. “I want to make sure the hardware is the coolest people have ever seen, and to pick fabrics people will pick out. This is a whole different field and my biggest launch ever.”

With a line that ranges from $300 to $850 retail, Luv Aj’s pieces are an affordable investment. “A motorcycle jacket that’s $800 is still a great, great jacket,” Johnson says. “My boyfriend wears it all the time!”

To date, Style.com, InStyle, Teen Vogue, and Glamour have all come knocking, with feature stories on Luv Aj leather already planned. Thomas has already met with buyers as well and has a very personal relationship with many of the bloggers who are pushing new designers forward.

With this success story written, what might be next? Thomas has her eye turned toward designing computer and iPad cases – in luxurious black hides or python-embossed snakeskin. Leather handbags and shoes aren’t out of the question, as is opening a retail location, possibly in New York at the end of 2014. With a track record like hers, it seems that anything is possible.

To keep up with Amanda and Luv Aj, follow her on Facebook and Twitter.

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