Emily Faith Strauss understood at age 24 what the fine jewelry market was missing: Approachable-priced, thoughtfully designed pieces made for women like herself. Upon recognizing this void, Emily began to design and create her own pieces, launching EF Collection in 2010. Fine Jewelry Houses are historically generational handovers; however, Emily was determined to see her vision of delicate, feminine pieces at approachable prices through and shake up the industry.
Today, Emily continues to create pieces using 14K gold handset with diamonds, precious stones, and enamel. Understated and simple, yet glamorous EF Collection offers a beautiful balance between relevant trends and timeless design. Pushing boundaries and expanding the offering, Emily launched her Bridal Collection in Spring 2020, following her marriage to her husband, Justin Strauss, all while staying true to the brand’s DNA of approachable and affordable fine jewelry.
In the Spring of 2021, Emily and her husband experienced unthinkable tragedy, losing their first child, Austin Davis Strauss, to Polycystic Kidney Disease. After finding comfort and support from the community she built through EF Collection, Emily and Justin launched Angels 4 Austin, providing small comforts to NICU families around the country, and raising money and awareness for PKD.
"I design for the everyday woman and draw inspiration from the world around me - Art, Fashion, Travel, Nature, Friends. I try to put an unexpected twist on classic forms keeping my pieces feeling current yet timeless. For me, less is more. While my pieces are delicate my hope is that they still make an impact. Whether paired with jeans and a tee or a cocktail dress my ultimate goal is to make women feel beautiful on the outside, in turn allowing their inner confidence to truly shine!"