A legacy built over fifty years. A studio moving forward with intention.

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For more than fifty years, Fancy That has been trusted to mark life’s most meaningful moments through elegant invitations and fine paper goods.

Today, we are proud to share an important milestone in the studio’s evolution.

Fancy That is now fully owned and led by Ruthie Hecht, alongside her husband, Jonathan Hecht, and their new partner, Eli Sabo. Jonathan and Eli each bring two decades of operational and client service expertise to the studio. Together with our expanded team of artists, the studio moves forward with a fresh and energetic perspective - united by a genuine love of thoughtful, intentional design.

We are deeply grateful to Diane Bienstock Setchen for her vision, stewardship, and years of dedication. Her influence shaped not only the aesthetic of Fancy That, but also the standards that continue to guide our work. We thank her sincerely for the foundation she built.

Looking ahead, Fancy That remains focused on creating bespoke stationery that is personal, refined, and enduring. Our work continues to evolve with a modern point of view - elevating materials, techniques, and production - while preserving the craftsmanship and discretion our clients have always trusted.

We look forward to continuing to serve our clients with attention to detail, care, and enthusiasm. We invite you to our showroom to experience our work as it is meant to be seen - and felt.

With gratitude,
US @fancythatnyc