About Us

fyb is a collection of demi-fine, 18k gold plated sterling silver jewelry designed to help you follow your bliss, and find your joy. While all of our pieces are designed in Brooklyn, you can and should take us everywhere your life takes you. Whether it's a wedding along the Amalfi Coast, your exciting new job, or a wine date with a childhood friend, we’re here to make you look and feel your very best, for every occasion.

Meant to be stacked, layered, and personalized – the fyb collection elevates everyday staple pieces through playful updates to classic silhouettes, beautiful packaging, and thoughtful design. Founded in 2011 by Chinese-American designer Alyssa Kuchta, fyb jewelry exists to help you treat yourself, love yourself, and celebrate life’s big and small moments. We’re the perfect gift for a friend who moved to a new city, and a perfect treat for yourself when the going gets tough, but you come out on top - because you always do.

Alyssa first launched the brand during her senior year of college with her sorority sisters. A decade later, fyb has a showroom in Brooklyn, works with hundreds of nationwide retail partners, and published a book Fall 2021 titled Follow your bliss: Wisdom from Inspiring Women to Help You Find Purpose and Joy with Quarto Publishing.

fyb additionally supports Asian American Pacific Islander Advocacy through ongoing donations to Apex for Youth, a NYC-based AAPI organization Alyssa is also proudly a volunteer with.

The brand has been featured in the likes of Vogue, ELLE, WSJ Mag, Glamour, Buzzfeed, Good Housekeeping, Seventeen, and NYLON Magazine.

Thanks for stopping by. We invite you to shop around and indulge, because joy awaits, and you deserve it.