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I think the biggest change and pivot was that most of the EF team worked remotely. We continued to rely heavily on Instagram to showcase our newest collections and engage with our clients. With most of our retailers closed for business (including our West Hollywood showroom), being able to ship our pieces directly to our customers’ doorsteps was essential. The key to keeping the business going was social media and our website. An Angels 4 Austin x Angel Dear lovie (purchase one for a NICU family here)Īs you look back over this strange pandemic year, what was the key to keeping your business going? What was the most important change or pivot you made? As the champion of Austin’s legacy, Angels 4 Austin strives to give hope and strength to these families and help them to feel less alone during an extraordinarily difficult time. A family’s life changes drastically when they are confronted with the traumatic and unexpected challenges of having a baby in the NICU. We created Angels 4 Austin, which aims to provide small comforts and supportive resources for the families of premature or sick infants, and for those who have been affected by infant loss. Can you share how you are honoring his memory with your Angels 4 Austin initiative?Įmily Faith Strauss: After the loss of my son this past April to polycystic kidney disease, my husband and I were eager to establish a foundation to raise awareness and help others in his memory. JCK : We can’t begin an interview titled “How She’s Managing” without expressing deep sympathy for the loss of your baby boy, Austin, last spring. Today we hear from Emily Faith Strauss, the Los Angeles–based founder and designer of EF Collection, which specializes in delicate, feminine fine jewelry. I strive to bring accessibly priced pieces to market, changing the way women interact with fine jewelry,” Strauss says.Every Thursday during the pandemic, we’re checking in on members of the jewelry trade in an attempt to glean shareable tips and tricks for doing business-and reentering our “normal” lives, both professionally and personally-during the COVID-19 crisis. “The EF Collection girl is busy, fashion-forward and needs effortless but special pieces that complement any outfit to take her from the office to dinner with friends or a date. I design for the everyday woman,” she explains. I sketch out my initial designs and concepts and have a design team who bring my ideas to life using CAD and then we start casting and setting the designs. “While I am not formally schooled in jewelry design, I was an Art History major with a love of fashion. While Strauss characterizes the EF Collection aesthetic as “delicate, but luxe,” the pieces are indeed eminently suitable for daily wear.
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Processing orders, doing customer service, packing, shipping and building a website: my love and passion was there since day one, and we now have a small but mighty team of 13.” “I worked 24/7, 365 days a year and remember being in my apartment with beads of sweat dripping down my face in the summer months without air conditioning.
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“My father gave me the initial investment to start EF Collection when I was 24, and I paid it back in full only a few years later,” she recalls.
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Courtesy EF CollectionĪlthough Strauss is too discreet to say it, her brand’s continued success seems most likely due to a combination of enticing design, appealing price points, her dynamic Instagram account, thoughtful customer care, plus her work ethic and the EF Collection team. and private piercing appointments in the brand's West Hollywood showroom. We auctioned it off with $25 entries and in just one week,” she says, “we raised over $10,000 for Angels 4 Austin.”Įmily Strauss and her EF Collection team strengthen bonds with customers by offering fully masked. “Danielle hand painted and customized a discontinued Louis Vuitton Toiletry 15 bag. Thus far, we have been able to distribute over 4000 lovies to our local NICUs and to even more NICUs around the country.” Strauss also partnered with her friend Danielle Stern, founder of the New York-based custom design studio Lefty’s Right Mind to raise more funds.
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“We invited people to purchase “lovies” from Angel Dear to be donated to our local newborn intensive care units (NICUs),” Strauss explains, “and proceeds went directly to UCLA to further pediatric PKD research. From their encouraging messages to their donations, I am forever grateful.” The first Angels 4 Austin fund-raiser involved the infant clothing and accessories company Angel Dear, which produces, along with infant clothes, baby blankets called “lovies” which feature soft, plush stuffed animal heads at one corner of the blanket for the baby to snuggle with. NBA Superstar Magic Johnson On His Love Of Travel, Food, Italy And MoreĪs she puts it, “The EF Collection community rallied around my husband and me and supported us in the most beautiful ways.
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