Luv AJ launches Vacation Edit at Target, expanding to 1,800 stores

Luv AJ’s Vacation Edit landed in Target stores and online with more than 20 styles priced from $25 to $55, a tightly edited take on resort jewelry built for a mass audience. The rollout began in 300 stores and is set to expand to 1,800 Target locations later in 2026.

The assortment leans hard into the pieces that photograph well and sell fast: Noemi earrings in pink, green or brown Lucite, a Mercury Orb pendant belt, and colorful statement jewelry made with resin, beads and shells. Amanda Thomas steered the line toward pink, red, olive green and dusty rose, shades that read as vacation-ready without losing the crispness that has made Luv AJ one of the more recognizable names in accessible fashion jewelry. On Target’s site, the line appears under labels such as The Vacation Edit by Luv Aj, and the current storefront shows 79 online results, with some items already marked “100+ bought in last month.”

Thomas said getting into Target had been “on her bucket list for more than 10 years,” and said the retailer is “the right partner for Luv AJ to grow with.” The collection was developed over the past two years with her small team, a timeline that suggests the brand treated the launch as more than a quick licensing exercise. Thomas started Luv AJ at 14, after an internship with a local designer and a buyer at Fred Segal picked up her collection, an origin story that still shapes the brand’s blend of polish and streetwise ease.

The Target move also fits Luv AJ’s existing retail footprint, which already includes Revolve, Bloomingdale’s, Nordstrom, Shopbop, Free People, Anthropologie, Urban Outfitters and ASOS. Target itself operates roughly 2,000 U.S. stores, so an 1,800-store rollout would place the Vacation Edit in most of its domestic locations, putting shell, Lucite and pendant-belt jewelry within easy reach of shoppers who may be buying their first statement piece rather than their last. Luv AJ had already tested Target through Bijoux Sport by Luv Aj, which remains on Target’s site with MLB- and MLS-branded jewelry and accessories.