Forever Charmed by V, a permanent jewelry studio owned by Vanessa Dedos, officially opened its doors on May 7 just off Fifth Avenue and 77th Street. The shop specializes in custom-fitted permanent jewelry while also showcasing products from local makers at the Side Street Boutique, creating a space that blends personalized accessories with neighborhood collaboration.

Dedos’s journey to opening her own storefront began nearly four years ago when she launched the business through private events, pop-ups, markets and parties. When she had the opportunity to open a permanent space, it felt like a natural extension.

“I started doing those events at another local shop here in Bay Ridge,” she told Brooklyn Paper. “It really took off from there.”

The new storefront was designed with both customers and the community in mind. While still an intimate space, the studio can comfortably accommodate groups of five to eight people at a time.

Forever Charmed by V visitors can also browse stocked shelves with products from local artisans, including rings, earrings, perfumes and bags.

“We built this with the intention of being able to have morepeople come in at a time,” Dedos said. “And the local makers’ products on the shelves bring a great variety.”
Permanent jewelry is the starring attraction at Forever Charmed by V, where custom pieces are welded together.Photo courtesy of Vanessa Dedos

Although permanent jewelry has become increasingly popular across the country, Dedos said many New Yorkers are unfamiliar with the concept.

“It’s funny because I have a lot of people still asking what permanent jewelry is,” she laughed.

The process is simple and highly personalized. Customers choose a chain, select optional charms and have the piece custom-fitted to their wrist, finger or ankle before it is welded closed.

“It’s a really fun process,” she added.

While traditional permanent jewelry is designed to work continuously without a clasp, the shop now offers clasp options as well for customers who want greater flexibility.

After just a month in its new location, Dedos said the neighborhood has embraced the business.

“The community has been great,” she said. “We’ve been living here going on eight or nine years, and it really does feel like a community here. Everyone supports each other, and they show up at events, and it’s amazing.”

The bright pink storefront brings a new energy to Bay Ridge, one Dedos said has been accepted tenfold.Photo courtesy of Vanessa Dedos

That sense of community is part of what drew her to Bay Ridge and what she hopes to foster through the shop.

“It’s a feeling you typically don’t get in the city, but it is really nice.”

For Dedos, the most rewarding part of the business is seeing customers leave happy with their new jewelry.

“I love it because it’s fun. and I truly enjoy watching people love their pieces in the end,” she said. “I love the flexibility and schedule it offers — I’m a mom and a wife — and I enjoy just having a business.”

Her attention to detail is reflected in the personalized experience she offers, helping customers select chains and create pieces tailored to their style and a welcome sign with their name on it upon entry. 

Forever Charmed by V offers a variety of different chains to choose from — gold, silver, colorful, mixed metal and more.Photos by Olivia Seaman

Forever Charmed by V will celebrate its official grand opening on June 20 from 11 a.m. to 6 p.m. with a community event featuring local vendors and artists. Guests can enjoy coffee from Bark & Brew Coffee, a husband-and-wife coffee cart from Park Slope, and treats from Bay Ridge cookie business Sweet Streets of Brooklyn. The event will also feature customized luggage tag art by Danielle Rose Fisher, meet-and-greets with makers whose products are sold in the shop, a lemonade and baked goods stand run by local children and, of course, permanent jewelry.

“It’s this really sweet lineup,” Dedos said. “It’’s a little but of everything to day, ‘Hello, we’re here!’”

Forever Charmed by V is open Wednesdays through Fridays from 2 p.m. to 7 p.m., Saturdays from 12 p.m. to 6 p.m. and Sundays from 12 p.m. to 4 p.m. For more information, visit their Instagram.