We were lucky to catch up with Amy Fortunato recently and have shared our conversation below.

Amy , looking forward to hearing all of your stories today. Let’s go back in time a bit – can you share a story of a time when you learned an important lesson during your education?

In high school I had an influential art teacher that offered art experiences that supported my creativity and reinforced my enjoyment of art. There were many opportunities to explore the materials, think, create, and express myself. I felt like I had found my tribe in that classroom, and, as students, we encouraged each other. In class, this teacher would sometimes share his works in progress (he is an abstract painter in addition to being a teacher, and we are friends to this day) and that really reinforced for me the notion that it’s okay not to have everything figured out, it’s okay to be vulnerable, that everything is a work in progress, and I’m really comfortable living with that mystery. Ultimately, my life is the greatest creative project I will ever work on!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

My name is Amy Fortunato and I live in Gold Hill, located in the foothills of Colorado’s Rocky Mountains. I am a silversmith and I make unique, hand-crafted jewelry with ethically-sourced gemstones, recycled sterling silver and 14k gold, pearls, and leather. I am inspired by the American West and the cowgirls of its bygone era. Those were colorful women with colorful language and a love for excitement. They were determined, independent, and tough, with sassy, can-do attitudes. The heart of my mission at Cowboy’s Sweetheart is to creatively and sustainably grow my artisan business to provide jewelry that is durable, engaging, and fashionable. I can’t remember a time when I didn’t make jewelry. Even as a little girl, I enjoyed rockhounding, learning about gemstones and minerals, making my own beads, and stringing them. Later, in high school, I learned some basic lapidary and silversmith techniques, which I used to make gifts for family and friends. While I did not study jewelry in my college fine art classes, I did learn about design composition, color theory, and texture while pursuing a degree in graphic design. They have been the basis from which I formulate many of my decisions when creating. Much of my inspiration comes from a love of the creative process and the desire to work with my hands. Working as a jewelry designer has allowed me yet another way to see and work with shapes, colors, compositions, and textures. I continue to expand my skills by taking classes and workshops, attending trade shows, and learning from others in the field.
I especially love making meaningful custom pieces for people… for the stories they hold, for their expressions of love, and for allowing me to be a tiny thread in the fabrics of their lives. I have learned that while I am often making a special piece of jewelry for someone to give to someone else, the piece ends up being as much a gift for the giver as for the receiver. I am truly fascinated and touched by the sentimentality people associate with jewelry.

We’d love to hear a story of resilience from your journey.

I have faced a few challenges in the years since I started my business, including three wildfires and one flood. My small home-based studio, though not completely destroyed, did suffer some damage. Experiencing the effects of climate change so acutely is traumatic, but it has made me even more determined to be as environmentally conscious as I can in my business choices.

When I first started my business, I set up an online shop. I would also vend at arts and crafts fairs across the Southwest, doing the seasonal show circuit. It required research, planning, and the ability to keep a smile on my face while standing on my feet for long hours. I really enjoyed this and came to recognize the value of face-to-face interactions with my customers, something my online shop doesn’t provide. I am proud of and grateful for the relationships that I still have with wonderful people from those first years. But that approach was not positively contributing to the work-life balance I was seeking. Even though I was making a profit, the expenses and time away from home seemed excessive. I wanted more balance, less waste.

So, I sold my vending tent and bought a tiny shop on wheels and parked it in the center of our mountain community, Gold Hill, Colorado. I sell my jewelry out of the tiny shop, seasonally. The town, small in size and population, is somewhat of a destination for day trippers due to its mining history, western charm, local businesses, and scenic beauty. While it serves as my brick and mortar jewelry business, the tiny shop is actually made of log and chink, like many of the historical buildings in town. Last year, I installed a small, discreet solar panel to power interior and display case lights, making it an off-grid, low-impact, environmentally-friendly, woman-owned delight.

I started writing a children’s book, “Horsing Around In The Town Of Gold Hill: A Story To Stirrup The Imagination And Spur Creativity,” after our town barely survived the Four Mile Canyon Fire. That traumatic event really was the kick-in-the-pants that made me understand how, as drought conditions persist in America’s western states, the threat of wildfire is very real. For now, the town of Gold Hill is still here. This story instills in readers a sense of respect and appreciation for the area’s unique and natural beauty. Further, it encourages responsibility for a positive and creative relationship with it. This book is my humorous, light-hearted attempt to encourage an attitude of environmental stewardship, because by having rich and varied opportunities to experience and explore nature, children can begin to value and appreciate their immediate world. And, what children learn to value and appreciate in childhood, they desire to protect in adulthood. I am very proud of the fact that, despite the obstacles, I recently completed and self-published the children’s book while simultaneously growing my jewelry business.

Can you tell us about what’s worked well for you in terms of growing your clientele?

For me personally, being creative provides me with a sense of purpose. It helps me maintain a sense of wonder and curiosity. So I am especially grateful for the wonderful people that have appreciated, supported, and purchased what I’ve created over the years. They allow me to do what I love. Of course, social media plays a big role in maintaining relationships with existing clientele while attempting to reach new clientele. But building a strong business also requires a human touch. Taking advantage of what social media can offer is important, but I don’t think that they’re substitutes for timely face-to-face interactions where listening to and truly caring about people’s needs are key. As a business owner, I have to admit that I lack professional polish. I am human. I make mistakes and I try to do better. My on-line presence reflects that. That human element should be evident in and enhanced by social media technology, not replaced by it.

Contact Info:

• Website: https://cowboys-sweetheart.com
• Instagram: @cowboys_sweetheart_jewelry
• Facebook: https://www.facebook.com/cowboyssweetheartjewelry

Image Credits
Amy Fortunato