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fyb, which stands for "follow your bliss",  is a collection of demi-fine, 18k gold-plated sterling silver jewelry designed to spark 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 designer Alyssa Kuchta, fyb jewelry exists to help you treat yourself, love yourself, and celebrate life’s big and small moments. 


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

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