FYB
“On a mission to inspire others to “follow their bliss””
fyb is a New York-based demi-fine jewelry brand founded by Chinese-American designer Alyssa Kuchta in 2011. 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”. Her jewelry is designed to uplift women at every stage of life, be it a necklace reminding you to keep striving for your goals, a set of bracelets reflecting the love between mother and child or earrings that just make you feel beautiful.
The brand's essence lies in empowering women through meaningful jewelry and positive female community. Alyssa’s vision manifests through thoughtful messaging, mentorship opportunities, community building and spotlighting female role models on social media and in the brand’s recently published book, "Follow your bliss: Wisdom from Inspiring Women to Help You Find Purpose and Joy.”
Alyssa’s journey with fyb commenced during her senior year of college when she first created the brand with her sorority sisters. Inspired by sisterhood, her family business background, and her love for exquisite design, fyb began as a fun way to combine her passions. A decade later, fyb has blossomed, boasting a showroom in Brooklyn and countless collaborations nationwide. In its commitment to social impact, fyb supports Asian American Pacific Islander Advocacy through donations to Apex for Youth, a NYC-based AAPI organization.
