Playful stacks & charms for youthful everyday layering.
fyb is a New York-based demi-fine jewelry brand founded by Chinese-American designer Alyssa Kuchta. Designed for stacking, layering, and personalization, fyb jewelry enhances everyday staple pieces with thoughtful design and playful twists to classic silhouettes. The jewelry is carefully crafted in 18k gold plating and sterling silver with semi-precious stones. Alyssa is driven by the philosophy of inspiring others to “follow your bliss”.
FYB makes sense when you stop looking at each piece individually and imagine the jewelry accumulating on someone over time. A charm here, another chain there, a coloured stone because it simply felt right. That easy mixing is the attraction. The current collection's stones and charms have enough personality to make an everyday stack feel personal without becoming overworked. We like the philosophy more in practice than as a slogan: choose what you respond to, wear it often, and let the combination become yours. Demi-fine jewelry should invite that kind of freedom.
Our name stands for follow your bliss, a mantra that’s shaped everything we do.
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From iconic names to remarkable independent designers around the world.
Celebrating the women shaping the future of modern jewelry.
We curate the discovery, then connect you directly with the jewelers behind each piece.
