Our Story
Founded in January 2024, AJ Lux was born from the vision, enduring friendship, and shared passion of Araclaudia LaCour and Jana Courtois. Together, they transformed a friendship into a creative partnership uniting motherhood, artistry, fashion, and community to establish a luxury lifestyle brand defined by exceptional craftsmanship, thoughtful details, and meaningful design.
AJ Lux creates more than beautiful collections it creates elevated experiences designed to celebrate life’s most treasured moments. Every collection reflects the founders’ belief that true luxury is deeply personal, intentionally crafted, and made to endure.
Leadership
Araclaudia LaCour , Co Founder & Chief Executive Officer
Araclaudia LaCour is the Founder and Chief Executive Officer of AJ Lux. A former Brazilian model with extensive experience in luxury retail and distinguished client service, she began her career with Christian Dior Cosmetics and Fragrances under the LVMH portfolio. She later served as a Personal Shopper and Special Events Concierge at Dillard’s, where she further refined her expertise in personalized service, luxury experiences, and relationship building.
After dedicating an important chapter of her life to caring for and building her family, as well as supporting philanthropic and community focused initiatives, Araclaudia LaCour returned to her professional ambitions with a renewed sense of purpose. AJ Lux represents the culmination of that journey bringing together her devotion to family, passion for giving back, appreciation for artistry, and lifelong love of fashion, beauty, and luxury.
Drawing upon her multicultural heritage and global perspective, Araclaudia LaCour brings a sophisticated aesthetic and uncompromising commitment to excellence to every aspect of the company. Her leadership is guided by intentional growth, authentic connection, and the belief that luxury should hold both beauty and meaning.
Under her direction, AJ Lux has evolved from handcrafted décor into a distinctive collection of luxury products created to honor life’s most meaningful occasions. A defining milestone in her leadership was successfully guiding AJ Lux to become a CLC Licensed company, positioning the brand for continued growth and new opportunities within the collegiate marketplace.
Through her entrepreneurial vision, Araclaudia LaCour continues to shape AJ Lux into a brand synonymous with elegance, purpose, and its defining philosophy: The Art of Luxury.
Jana Courtois, Co-Founder Emeritus
Jana Courtois played an instrumental role in the founding and early development of AJ Lux. With a professional background as a Speech Therapist and Paralegal, Jana is a gifted artisan whose talents span sewing, embroidery, woodworking, photography, and custom decorative finishes.
Her passion for creating elegant seasonal décor, handcrafted luxury bows, and sophisticated decorative pieces helped establish the signature aesthetic that became synonymous with AJ Lux. Inspired by her mother’s love of holiday decorating, Jana’s creativity and attention to detail brought joy to countless families and customers.
As Jana pursues a new chapter in Florida, supporting her daughter’s gymnastics training and dedicating more time to her family’s journey, she has stepped down from her role as Co-Founder of AJ Lux. We are profoundly grateful for her unwavering dedication, creativity, friendship, and love that helped shape the foundation of our company.
The entire AJ Lux family wishes Jana and her loved ones continued happiness, success, abundant blessings, and cherished memories in their new home. Her contributions will forever remain an important part of the AJ Lux story and legacy.
Araclaudia LaCour and Jana Courtois