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Alyssa Kuchta, a Chinese-American jewelry designer, founded fyb jewelry jewelry in 2011. The company's goal is to encourage people to follow their bliss through positive messaging, mentorship opportunities, community building, and highlighting female role models on social media and in the company's book. During her senior year of college, Alyssa and her sorority sisters originally started the brand. Ten years later, fyb jewelry operates a Brooklyn showroom, collaborates with hundreds of national retail partners, and produced a book with Quarto Publishing in Fall 2021 titled Follow your bliss: Wisdom from Inspiring Women to Help You Find Purpose and Joy. Additionally, they contributes often to Apex for Youth, an AAPI organization with which Alyssa enthusiastically volunteers and promotes Asian American Pacific Islander Advocacy.