Amy Schwartz
FUCK IT
GAITHERSBURG, MARYLAND
Sometimes a midlife pivot begins with a carefully thought-out plan.
And sometimes it begins with two words:
Fuck It.
For Amy Schwartz, those words grew out of a personal crisis and loss and eventually became something much bigger — a way of looking at life.
At 55, Amy turned that philosophy into Fuck It Inc., a lifestyle brand and community built around giving ourselves permission to stop overthinking, worry a little less about what everyone else thinks and actually do the things we want to do.
Through bracelets and other merchandise bearing those two little words, Amy has discovered something else: people have stories. And when someone shares their own “Fuck It” moment, it often opens the door for someone else to share theirs.
This is Amy’s Blooming in Midlife story.
Get to Know Amy…
What’s your go-to coffee order?
Skinny vanilla latte, extra hot.
Go-to cocktail?
Cosmo or spicy Paloma.
Current midlife guilty pleasure?
Edibles.
What’s always in your bag?
Lipstick, sunglasses and mints.
Early bird or night owl?
Early bird.
If you could have dinner with any woman, who would it be?
Michelle Obama. She’s a badass who speaks her mind, stands up for what she believes in and can laugh at herself along the way.
She’s navigated being the “first” and the “only” in so many spaces while staying true to herself.
Now Let’s Talk About Amy’s Midlife Pivot…
How old were you when you made your pivot?
55
Tell us about Fuck It Inc.
Fuck It Inc. is a lifestyle brand that began with a personal crisis and loss that evolved into a universal coping strategy we can all use on the daily.
Inviting people to share their “Fuck It” stories as they navigate life is a key part of building the community.
We sell bracelets and other merchandise with our “Fuck It” logo — so prepare yourself for a meaningful conversation when your own story links you to someone else’s.
Living the Fuck It Life
What’s the best part of your midlife pivot?
Doing work that genuinely lights me up and creating a community of people who get it.
I love being the person who gives others permission to say “Fuck It” and just go for it — whether that’s taking the trip, making the friend or trying the thing.
And the most challenging?
Cracking the code of social media and understanding what actually cuts through the noise and connects with people.
What prepared you for this pivot?
My sense of humor has always been my form of strength.
Being able to laugh, especially at myself, has helped me connect with others and break through the isolation that crisis can create.
What would you tell yourself right before making this pivot?
I would have lived the Fuck It lifestyle many years ago by giving people less rent-free space in my head, thereby being free to listen to my own needs and wants.
The Best Part of This Chapter
What’s your favorite thing about this stage of life that you never expected?
Rewriting the script for my future, where conventions and external expectations have less power over me.
What have you stopped caring about?
What others think of me, my choices and the path I’ve chosen for my life.
Which is convenient, since my life plan is held together by duct tape and delusion.
What does success look like now compared with your 20s and 30s?
Success is far more about creating meaningful relationships, remaining open to possibilities and pivoting as needed.
Those who know me know how much I love trying new things — travel, relationships, professional endeavors and physical challenges.
I live to minimize regrets.
What’s Still Ahead?
What’s still on your bucket list?
Traveling.
As cliché as that sounds, I really do thrive on seeing new places, meeting new people and exploring new cultures.
And if I’m not planning a trip, I’m planning time with family and friends, near and far. I have a huge family and long-lasting friendships.
At the end of the day, creating memories is what’s important to me.
What has been your biggest source of inspiration?
There are a number of cherished people in my life who face daily health challenges, and each of them lights a fire in my belly to stay driven, motivated and resilient.
I’m incredibly fortunate to be fit, physically healthy and capable of pursuing so many activities I enjoy. Those who have less mobility or physical freedom inspire me to value my body and my life in general.
How do you celebrate the small wins?
Sharing small victories with the people who can authentically celebrate me is fuel.
A little retail therapy doesn’t hurt either.
What’s currently speaking to your soul?
Monica Lewinsky’s Reclaiming podcast. It’s about transformation and finding meaning after crisis, which speaks to my own journey.
And “All in Good Time” by Iron & Wine. The first time I heard it, I felt like it was written for me — a reminder to remain patient, hopeful and steadfast in living a full, meaningful and joyful life.
I might even get “All in Good Time” tattooed.
Wisdom to Share
What advice would you give another woman considering her own midlife pivot?
Just say “Fuck It” and do it.
We regret more of what we refuse to try and less of what we pursue.
Maybe the real meaning of “Fuck It” isn’t about not caring.
Maybe it’s about finally figuring out what deserves your energy — and what doesn’t.
At 55, Amy is giving less rent-free space in her head to other people’s opinions, saying yes to more of what she actually wants and building a community that encourages other people to do the same.
Less overthinking. Fewer regrets. More living.
And perhaps a little duct tape and delusion along the way. 💗
Ready to embrace a little more “Fuck It” in your life? Meet Amy and explore Fuck It Inc. [here].