About

Fortunebaby is home to contemporary and vintage fine jewelry that is sprinkled with a lighthearted nostalgia. Fortunebaby Fine is a collection of made to order items that are hand made in New York City. Fortunebaby Vintage is a carefully curated offering of (what I think is) the best vintage fine jewelry out there. 
Everything that you'll see here is something that I find deeply awesome and, if I'm being honest, want to keep for myself. As a rule, I don't sell anything that I'm not totally crazy about. This means that each piece is special and should be cherished as such. I hope that you'll find something you can't live without, and that maybe I'll get a couple laughs out of you along the way.
As for me, the person behind it all, my name is Joanna Serven- but you can call me Jo. That's me down there with the crystal ball. Jewelry is and always has been my number one love (aside from my dog Frau of course). A lifelong collector, I started working in the jewelry industry running Production for a jeweler in Manhattan back in 2016. As my experience and knowledge of the industry deepened, so too did my love for the product. A few years into my Production Manager gig I started selling jewelry on Instagram (R.I.P @fatf8ce). This exercise was less about building a business and more about struggling to afford all the jewelry I wanted to buy for myself on a PM salary alone (spoiler alert: working in the jewelry industry isn't as glamorous as you probably think it is). I got lucky and things took off so now here we are, with a website! So professional! For those of you who have been with me since the beginning you know it's been a long road to get here- thanks for being so patient. For those of you who are new here, please know that the thing about being professional was a joke. Jewelry is meant to be fun, so let's have a good time...