Luv AJ launches colorful Vacation Edit at Target, prices start at $25

Target is rolling out Luv AJ’s Vacation Edit in 300 stores, giving the brand more than 20 styles at prices from $25 to $55. The assortment leans on resin, Lucite, beads and shells, which makes it easy to spot the pieces that will earn repeat wear after summer and the ones that are best left to the trip itself.

The strongest everyday candidates are the cleaner, smaller shapes. Target’s Chrome Orb Stud Earrings and Chrome Orb Pendant Necklace are described as lightweight, versatile and easy to wear from day to night, which is exactly the point when a fashion-jewelry buy needs to justify itself past the beach. Those pieces read as polished enough for a white T-shirt, a linen button-down or a simple black dress, while still carrying the Vacation Edit’s color and shine.

The more overtly seasonal styles are the ones built around resin and Lucite, including the Lucite Noemi Earrings, the Amber Honey Resin Ring styles and the Formenta Bangle Set. Those pieces give the line its punch, but they work best when only one is doing the talking. A Lucite earring with a plain chain, or a resin ring with slim hoops, keeps the look from tipping into souvenir territory. Stack too many bright pieces at once and the effect turns costume-like fast.

The appeal here is price-to-use value. Luv AJ’s own site, where the brand says it is designed in Los Angeles, carries Vacation Edit 2026 pieces at a much higher tier, with many items priced from about $35 up to $375. At Target, the same summer-minded aesthetic lands in a far more accessible range, which is why the mass-market version matters more than a simple retail expansion story. Target already shows at least 79 Luv Aj results online, and the Vacation Edit is set to expand from the current 300 stores to all 1,800 Target locations later in 2026.

Luv AJ first worked with Target in 2024 through the Bijoux Sport collection, and this second pass is the more convincing one for everyday jewelry buyers. It keeps the color and the vacation energy, but trims the entry price to a level where a resin ring or a pair of Lucite earrings can feel like an honest summer purchase instead of a one-week novelty.