# identity.md

## Organization Overview
- **Company Name:** Luv Aj
- **Mission:** To design and offer high-quality, 14k gold-plated waterproof jewelry, empowering customers to discover their dream jewels.
- **Company Structure and Legal Entity:** Details forthcoming.
- **Founded Date and Location:** Founded by Amanda Thomas, who started the brand at 14 years old; designed in Los Angeles, USA.
- **Size and Scale:** Details forthcoming.

## Leadership & Team
- **Key Leadership Profiles and Roles:**
    - Amanda Thomas: Founder and Designer (https://www.luvaj.com/pages/about)
- **Team Structure and Departments:** Details forthcoming.
- **Company Culture and Values:** Driven by passion for jewelry design and craftsmanship, originating from a hobby turned business.

## Operations & Structure
- **Business Model and Operational Approach:** Operates as a direct-to-consumer e-commerce brand, specializing in 14k gold-plated waterproof jewelry, with free US shipping on qualifying orders.
- **Location(s) and Geographic Presence:** Products are designed in Los Angeles, USA, with shipping services available across the US.
- **Key Partnerships and Affiliations:** Details forthcoming.