fyb is a collection of demi-fine, 18k gold plated jewelry designed with love in Brooklyn, NY. 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 is on a mission to inspire others through uplifting messaging, mentorship opportunities, community building, and spotlighting female role models through the brand's book and social channels.

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 proudly a volunteer with.

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



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