Meet Amy Fortunato | Owner of Cowboy’s Sweetheart Jewelry

We had the good fortune of connecting with Amy Fortunato and we’ve shared our conversation below.

Hi Amy, why did you decide to pursue a creative path?
Well, I didn’t have much choice in the matter. I’m wired for a creative life. For me personally, being creative provides me with a sense of purpose. I think that’s important. Like many creative people, I am proficient across multiple disciplines. Jewelry design and silversmithing are my main jam, but, I also have several creative side-hustles. I love the freedom of open-ended problem solving because it helps me maintain a sense of wonder and curiosity. It’s fulfilling bringing beauty, meaning, and value to this world. In high school I had an influential 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 had two other really artistically talented friends at the time, too, so I felt like I had found my tribe, and 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 and non-linear, that everything is a work in progress. I’m really comfortable living with that mystery. Ultimately, my life is the greatest creative project I will ever work on!

Let’s talk shop? Tell us more about your career, what can you share with our community?
I am a silversmith and owner of Cowboy’s Sweetheart Jewelry. 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 as durable, engaging, and fashionable as those confident women. 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 creative discipline to see and work with shapes, colors, compositions, and textures. I am essentially self-motivated and I continue to expand my skills by taking classes and workshops, attending trade shows, and learning from others in the field.

There’s a quote by Mabel Strickland, a rodeo queen in 1927, that I think captures the sentiment behind my motivation: “I belong in the saddle, for I’ve been there since I was three. Still, I love dresses and everything that goes with them!” Following fashion trends doesn’t appeal to me at all. But I am all about acknowledging one’s personal style and their ability to wear it with confidence. I’m grateful when a shop visitor feels as though my jewelry bolsters her unique style. I have learned, too, 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 sentiment and emotion people associate with jewelry.

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.

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 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 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.

The Cowboy’s Sweetheart Jewelry tiny shop is generally open from Memorial Day to Labor Day, Wednesday-Sunday evenings after 4pm or by appointment.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I live in and generally stay in the mountains. Up here at 8,400 ft in Gold Hill are a few of my favorite haunts. When you step into the Gold Hill Inn, it’s as if you’ve stepped back in time 150 years. The ambiance, food, people, and beverages don’t disappoint! They feature live music and a beer garden in the side yard during the summer months. But come prepared. It could snow in any month up here. You’ve been warned. The Gold Hill Store & Pub is another favorite hang. If nothing else, go for the pie. When I do venture down the hill and out into the city of Denver, I have a great time visiting many favorite spots. Here’s my hot take. If you’re a fan of vintage vinyl, plan to visit Twist & Shout. It’s one of the coolest and most well-stocked record stores you’ll ever meet and well worth a couple hours of browsing. You can pull out any used record and and play it on one of the available turntables before purchasing. And as long as you’re a music lover, plan to experience a concert at Red Rocks Ampitheatre. It’s truly the most enjoyable setting to enjoy live music, no matter what genre. If you’re looking to immerse yourself in an other-worldly dimension, head over to Meow Wolf. Plan ahead because weekend tickets sell out fast. One of my favorite places to refuel is The Mercury Café. The bohemian vibe is creative and they offer vegan and vegetarian menu options. Know before you go that it’s a community hang with live music, poetry, dance classes, and sidewalk gardens that also happens to serve food. So if you’re a stickler for an attentive waitstaff, prompt service, and food presentation, skip it. If genuine hospitality, great food, and extensive wine lists are your jam, head over to Tavernetta instead. Once there, you can stuff your face with the most delicious, authentic Italian food in the area. If you don’t like stuffing your face with Italian food, then you cannot be trusted. I’ll also judge you similarly if you don’t appreciate the nostalgia of vintage cars, trucks, motorcycles and bicycles. You can find all of those at the Forney Museum of Transportation. And as long as we’re appreciating all things vintage, prepare to be blown away by my favorite thrift shop, Regal Vintage. It’s a shopping adventure down memory lane. I always love a leisurely Spring stroll through Denver Botanic Gardens, too. To me, taking care of plants and watching them grow is fulfilling and meditative, so it’s inspiring to be among such carefully maintained natural beauty. Currently, there’s an immersive sculpture exhibit made out of willow saplings and branches at their Chatfield Farm location that I’ve been wanting to check out.

Who else deserves some credit and recognition?
I blame my husband for pushing me to start my own business. It felt daunting and I was reluctant to quit my 9-5 to just dive in full-time. I thought I should ease in, test the waters…. But the truth is that I didn’t want to resign myself to dreaming for the rest of my life about what I might (someday) create. So even though I balked, I appreciate being pushed to take those first cringe-worthy steps. My husband encouraged me when I doubted myself.

I was also encouraged in 2010, when I was the winner of The Halstead Grant. The recognition gave my new, little business some street cred and it affirmed my choice to pursue a career as a jewelry artist by giving me the confidence to make my business dreams a reality. Additionally, I gained a friend in the industry. After years in the business, Halstead knows a few things about what it takes to succeed in the art jewelry world, and that has been a valuable resource to me.

Website: www.cowboys-sweetheart.com

Instagram: @cowboys_sweetheart_jewelry

Facebook: https://www.facebook.com/cowboyssweetheartjewelry