Over the past 35 years, F2NYC has built a hard-fought reputation for excellence, designing high-quality and innovative fashion jewelry for some of the largest retailers in the country. When Carlos Hatch and Brian O’Hea acquired F2NYC (then Fiesta Jewelry) in 1999, they saw an opportunity to create something fresh and unique, and change the status quo for the industry in the process.
We believe every person who wears our jewelry is unique, and rather than designing something for everyone, we strive to create something entirely new and distinct for each partner we take on. We don’t design for lines, we design for the individual, and we don’t watch trends, we set them—because the customer of our customer is also our inspiration.
We believe in non-conformity and the idea that sometimes you have to break the rules to achieve results. For years, the fashion jewelry industry has painted women in America with a broad brush and operated under the assumption that our customers can be accurately captured with narrow definitions, like Junior, Missy or Contemporary. While helpful for organization’s sake, we know that people don’t fit neatly into categories. We are individuals; we think, eat, shop, and live differently, and our personal style is as unique as our fingerprints. One size does not fit all, so why should we design like it does? From LA to New York to the Midwest, every woman is different. We strive to design for individuals and define our customers by their originality and personality, not by a line.