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Emily Faith Strauss saw a place in the fine jewelry market for “inexpensive, well-designed pieces” and filled it with her sparkling huggie earrings and stackable pendants. Her pieces are worn by celebrities and non-celebrities alike, adding the perfect amount of shimmer and shine to any look. In this episode of In The Know Style: Changemakers, the jewelry designer talks about her company, EF Collection (@efcollection), her design process, and her Angels 4 Austin initiative, which honors her late son.
Strauss launched the EF Collection in 2010 after seeing “a void in the delicate 14-karat jewelry market”. But their pieces didn’t go straight to the red carpet. “I actually had the opportunity to sell some of my pieces at my local hair salon,” remembers Strauss. “It’s actually been three years.”
Strauss admits that it’s not always easy to put a stamp on the jewelry industry and shares that getting to know jewelry PR specialist Margo Siegel was a major turning point for the EF Collection.
“She is a kind of link between the designer and the celebrity and the stylist,” says Strauss of Siegel. And by working with Siegel, Strauss received her first major support from celebrities. “I remember that I was in Rome and looked at my cell phone and Jessica Alba was wearing my diamond zigzag rings and I was screaming,” says Strauss of the big moment.
Of course, the EF Collection isn’t just worn by celebrities. From the beginning, Strauss has set himself the goal of “making jewelry that people can wear and wear every day without thinking about it, and that can be worn from training to lunch, to a business meeting, to dinner, to a wedding” , Siegel shares from Strauss’ pieces.
One thing that sets EF Collection apart from other jewelry companies is the way Strauss shares her personal life through the brand’s social media. “I was able to give the brand a more lifestyle perspective through social media and Instagram,” explains Strauss.
The story goes on
However, Strauss admits, social media can be a “double-edged sword” in difficult times, “because you want to share … but how do you share?”
Strauss was confronted with this mystery when her son Austin died after being diagnosed with polycystic kidney disease in utero. “After the death of my son, jewelry took on a new meaning for me,” says Strauss. “I was really challenged in ways that I never expected, but to be able to open up and share that dialogue and have such incredible support from my EF Collection followers never knew how to turn me comfort and be able to be. “There for me and supports me.”
Strauss and her husband set up a foundation, Angels 4 Austin, which “provides small amenities and supportive resources to the families of premature babies, sick children and those affected by infant loss.” Angel 4 Austin’s first initiative was Angel Dear baby clothing and accessories company, which created adorable “loves,” which are “those soft little blankets.” [or plushies] parents can cuddle with. And if they cannot be with their children in the neonatal intensive care unit, they give them to their baby and are comforted by their scent, ”explains Strauss.
Although her jewelry journey wasn’t always easy, Strauss still loves what she does. “I hope that in 10, 15, 20 years from now I will still be doing what I love, namely creating jewelry, creating a smile, creating special gifts, special moments,” says the jewelry designer. “It won’t always be a joyous ride. It won’t always be perfect. It won’t always be easy. As my dad used to say, ‘If it were easy, everyone would do it.’ Enjoy the ride, enjoy the journey and enjoy the process. “
The post of Emily Faith Strauss taking her jewelry to the red carpet from her local hair salon first appeared on In The Know.
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