Los Angeles-based Emily Faith launched her brand EF Collection in 2010 with a mission to bring covetable and essential pieces of fine jewelry to modern women. Leveraging a background in art history and affinity for travel, Emily creates jewelry that is delicate yet makes a special statement. With Emily’s attention to detail and fully imagined collection, it’s no surprise that EF Collection has an impressive celebrity following including Hollywood starlets like Jessica Alba, Jennifer Lawrence, and Taylor Swift. We love her use of symbolism and the laid-back luxury of the diamond pieces—the Zig Zag stack rings are on our summer wishlist. We found ourselves in Las Vegas at the same time on a recent trip, and we adored seeing life through Emily’s rose-colored glasses. -Jenna Fain for The Stone Set
“After graduating from the University of Southern California with a BA in Art History, I wanted to do something that satisfied my passion for the arts and long love of fashion. Right out of school, I worked for women’s contemporary clothing and accessory designer Cynthia Vincent (Twelfth Street by Cynthia Vincent) first in design, then moved over to sales. Having worked on both sides, I was able to see the full spectrum of the business.
I then made the decision that I wanted to start my own business. Initially called Emily Faith Collection, I curated my own collection of accessories featuring both my own designs as well as other local LA designers. Slowly but surely, my clients took a liking to my delicate designs, then the celebrities and editors followed suit…I knew I was on to something. When I decided to solely feature my own designs, I shortened the name to EF Collection.
Early on, I realized there was a void in the marketplace for fine jewelry at a more approachable price point that maintained quality paired with chic design. I wanted to afford a broader audience to this highly-desired 14k diamond jewelry as well as provide good value. Aiming to have a piece for everyone, my clients range from the young teen, to the mom on the go, to the hip grandma!
In school, I was a visual learner. I was first intrigued by art history when studying Renaissance art and saw how, for example, a single painting could explain a whole period in history. My Art History major afforded me the opportunity to study abroad in Rome, Italy for a little over a year and during this time, I visited a ton of different cities. The art, and travel broadened my perspective, but my personal aesthetic comes from my immediate surroundings, too—architecture, nature, friends, etc.
My jewelry is delicate, chic, sexy and feminine. Every piece is meant to be worn and enjoyed daily. I try to put my own twist on architectural, geometric, and classic forms, keeping my pieces fresh and modern while maintaining a sense of timelessness. I don’t think there is one particular piece that has become my “trademark” but rather it’s my aesthetic. Initially, it was my rings that garnered attention, but lately my unique earrings are gaining momentum, from ear cuffs and ear jackets to ear clips.
I personally wear my stack of Zig Zag rings (one in each finish) regularly, and constantly switch up the order. I also wear my Diamond Jumbo Crescent Necklace, which can be worn alone or easily layers with my other necklaces. More recently, I’ve been enjoying my Multi Bezel Diamond Ear Jacket – I love that it can be worn with any stud (and it always attracts attention).
I’ve always considered myself the more artistic kind, but after starting EF Collection, I’ve realized that I also have an entrepreneurial spirit. While I never envisioned having my own business, it’s incredibly rewarding and exciting to see an idea come to fruition and have others appreciate your craft. I didn’t grow up in a family of jewelers, nor do I have any formal training—my dad was a young entrepreneur and has mentored me on the business end from the beginning.
There are many components to a successful business, and at times it’s challenging to keep all of the facets running smoothly. I wear a ton of hats, and each day things come up unexpectedly. When you’re thrown a curve ball it’s all about navigating and being resourceful! Thinking outside the box and coming up with effective solutions quickly is really important.
Photography by Emerald Carroll for The Stone Set.