Emily Faith Goldstein 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. In 2012, after accepting an initial investment from her Father, Emily began selling her pieces at her local hair salon. She found herself there Thursday through Saturday for the next three years. During this time, Emily steadily built up a Direct to Consumer Clientele, paid back the initial investment to her Father and hired a Publicist. The brand also launched on Shopbop.com and the entry into Wholesale began. Two years later, in 2014, EF Collection secured it’s first luxury department store partner - Bergdorf Goodman, forever changing the landscape of and introducing fine jewelry on the 5th Floor (5F).
Today, Emily continues to create pieces using 14K gold handset with diamonds, precious stones, and most recently 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 will launch Bridal in Spring 2020, all while staying true to the brand’s DNA of approachable and affordable fine jewelry.
Since 2010, EF Collection has also garnered red carpet status as seen on Emily Blunt, Margot Robbie and Jessica Alba; while becoming a mainstay on celebrities such as Taylor Swift, Kendall Jenner, Gigi Hadid and Chrissy Teigen.
“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!”