We're So Glad You're Here.
Fortelle started with a simple idea: jewelry can be beautiful, personal and quietly powerful. It can be the finishing touch to an outfit, the beginning of a story, or a small reminder a girl carries with her as she grows into herself.
I have always loved the way jewelry can say something without saying too much. My favorite outfit has long been jeans, a white T-shirt, fantastic accessories and minimal makeup. I was apparently attempting Carolyn Bessette minimalism before I even knew what that meant.
I grew up in Des Moines, Iowa, lived outside Amsterdam in high school, went to college in the South — Go Heels — and have spent more than 20 years in New York City building a career in private equity. Different chapters, different uniforms, but jewelry has always been the part that made an outfit feel like me.
Every time I go back to Des Moines, there is one place I always try to visit: Ann Au, the owner and designer behind my favorite fine jewelry store. Her pieces are distinctive, artistic and full of personality. Whenever I wear one of her cocktail rings, someone compliments the piece. Her jewelry is art.
Image: A favorite piece I bought with my first investment banking bonus 20 years ago - rutilated quartz in a gold setting - and still wear regularly today.
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From concept to collection
I am not one who is particularly used to downtime. So when I had time off between jobs, I used it to think seriously about what I am passionate about. The answer kept coming back to two things: jewelry and the empowerment of young women.
Having worked in a male-dominated industry for my entire career, mentoring young women and encouraging confidence has always been meaningful to me. As a mother of three girls, that purpose became even more personal.
So I started learning. I learned how to design jewelry in CAD. I asked my 10-, 9- and 6-year-old daughters for brutally honest feedback, which they provided with admirable speed and very little concern for my feelings. I surveyed moms. I iterated the designs three or four times. I used my network to help build a brand, create a supply chain, add marketing support and establish the operational foundation for what Fortelle can become.
The result is the Fortelle Classics Collection: inspirational, elevated medallions and chains designed in New York City for tweens, teens and the women who love them.
Image: The Fortelle Classics Collection (including a hint of pieces slated for future drops!)
Image: Fortelle chains curated for layering, some with "spring ring clasps" to enable quick medallion adds
The Fortelle Collection is built around a few ideas:
- Elevated, unique design: pieces that feel special, with hidden empowerment messaging
- Appropriate sizing: medallions and adjustable chains designed with younger ages in mind
- Customization: medallions, chains and stacking necklaces that can be styled and layered in different combinations
- Personalization: accessories and elements that enable you to tell your unique story through beautiful jewelry
- Community: a brand created for tweens, teens and all the women in their lives who love them
We hope you love the pieces. We also want your feedback. This is a soft launch, which means we are learning, listening and building Fortelle alongside the community we hope to serve.
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A Mother's Day Moment
Image: Mother and daughter duo, Ling & Callie, sharing a moment at Fortelle's photo shoot
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Given our launch right before Mother's Day, we are offering 15% off the BE KIND Heart and BE KIND Full-Size Heart medallions from May 1 through May 6. Orders must be placed by EOD on May 6 for arrival before Mother's Day on May 10. Use code MothersDay2026 at checkout.
It is a perfect gift for yourself, a friend, a caregiver, a daughter or a niece. And yes, it is also an elegant way to twin without looking like you tried too hard.
Thank you for being here, for cheering us on and for welcoming Fortelle into your world. There is a lot more to come!
Welcome to Fortelle.
Lauren Mulholland | Founder
