Luv AJ expands Target jewelry line with colorful Vacation Edit

Luv AJ’s colorful Vacation Edit landed in 300 Target stores with more than 20 styles priced from $25 to $55, turning the brand’s resort-minded look into a mass-market buy. The assortment leans on resin, Lucite, colorful beads and shells, so it reads less like a pared-back chain story and more like one bright, wearable statement at a time, with Target offering pickup, Drive Up, Same Day Delivery and shipping as the line rolls out.

Amanda Thomas kept the price ceiling at no more than $55 for the Target shopper, a hard limit that gives the collection a clear value proposition in a space where fashion jewelry can quickly drift into impulse-buy territory without much staying power. She said she had wanted to get into Target for more than 10 years and called it the perfect retail partner for Luv AJ’s growth. To make the line stand out on shelf, Thomas used darker, moodier packaging, a practical move in big-box aisles where cheerful color can disappear if the presentation is too soft.

Early momentum has already shown up on TikTok and Instagram, where shoppers shared the pieces soon after launch. That kind of visible traction matters for a brand built on clean styling and easy repeat wear, even if the Vacation Edit pushes louder than Luv AJ’s more restrained gold-plated pieces online. Target’s Luv AJ category page already shows 79 results, underscoring that the brand is no longer a one-off capsule inside the retailer but a growing part of the jewelry mix.

One of the clearest examples is the Ibiza Sun Earrings, priced at $35. Target lists them as brass, water-resistant with e-coating, and nickel-free and cadmium-free, details that give the piece more credibility than a throwaway seasonal trinket. They are also described as thoughtfully designed in Los Angeles by Thomas, linking the Target assortment back to the brand’s broader identity while keeping the entry price firmly in reach.

Thomas has said Luv AJ began when she started making jewelry at 14 and turned the idea into a business by senior year of high school after a chance encounter with a buyer at Fred Segal. The brand says it is designed in Los Angeles and sells 14k gold-plated waterproof jewelry online, but the Target line is built from more accessible materials and scaled for a different shopper. A second Luv AJ drop is planned for the fourth quarter of 2026, when Target will sell holiday pieces online and in all 1,800 stores, including ornament-style giftables and gift sets.