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Published
Mar 23, 2016
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Iconery partners with designers to build jewelry business

Published
Mar 23, 2016

Online jewelry retailer Iconery has partnered with LA brand Luv AJ to continue to grow jewelry business and attract new consumers.

Luv AJ's Amanda Thomas. Photo: Iconery


Iconery prides itself in selling real, conflict-free, jewelry made by real designers. Their “goal is for Iconery to become the ultimate online destination for jewelry fanatics.”

Iconery founder and CEO Ivka Adam is an ecomm veteran, having logged years of experience in Silicon Valley at eBay and Hulu. She has partnered with fashion marketing and publications creative director Andrea Linett, who was a founder of Lucky Magazine, as well as a former creative director at eBay Fashion and also at Michael Kors.

Adam and Linett are making a big push for Iconery to grow, having invited fashion icons like Daryl K. to create their first-ever capsule jewelry collections just for Iconery, as well as a number of up and coming designers.

The newest designer to join up for a signature line is LA’s Luv AJ. Luv AJ designer Amanda Thomas explains, “I'm the kind of girl who styles her outfits around her accessories, not her clothes,” making her a perfect choice for a jewelry line.

Thomas’s inspiration comes from geometry, studs and spikes of every kind, and intricately detailed vintage jewelry.

Iconery explains their love for Thomas, saying “Amanda just exudes LA-cool, from her rock-chic personal style to her irresistible jewelry line - which she launched when she was only 16! The perfect mix of edgy and sweet, Luv AJ has become a major Hollywood favorite, with stylish fans like Kendall Jenner, Nicole Richie, Karolina Kurkova, Jessica Alba… the list goes on and on.”

The Iconery line is Thomas’ first jewelry line, and will be available exclusively online.

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