Policies & Issues

How One Jewelry Designer Is Helping NICU Infants and Their Families

Policies & IssuesJun 30, 2021

How One Jewelry Designer Is Helping NICU Infants and Their Families

EF Collection’s Emily Strauss is navigating her grief over the loss of her infant son through philanthropy.

20210630_EFCollection.jpg
EF Collection designer Emily Strauss recently launched an initiative called “Angels 4 Austin x Angel Dear,” which donates “Lovie” blankets to families with sick or premature infants in neonatal intensive care units. Here, Strauss is pictured holding the Lovies alongside her dog, Levi.
Los Angeles—Through Instagram, EF Collection followers have gotten to know the face behind the brand’s sparkling diamond huggies and dainty, stackable pendants: designer Emily Faith Strauss.
 
Strauss shares the “lifestyle behind the jewelry,” as she puts it. 
 
“You can buy a little diamond necklace [many places] but what keeps people coming back to EF is they’ve connected with me in some way.”
 
That means sharing her style, vacations, food, and her dog Levi, donning her EF Collection jewels as her uniform throughout, better helping clients imagine integrating pieces into their own lives. 
 
Strauss also shares an occasional life milestone that many of her customers are likely experiencing with her, such as her elegant Beverly Hills wedding or becoming pregnant with her first child. 
 
This spring, that left Strauss in the position of having to share some devastating news. 
 
Entering her third trimester, she began experiencing complications in her pregnancy. Doctors diagnosed Strauss’ unborn son with polycystic kidney disease, which “compromised his entire body,” Strauss explained.
After seven weeks of bedrest, at 35 weeks, she delivered Austin Davis Strauss. 
 
Austin died on April 18. He lived for 39 days.
 
“By the end, he was breathing pretty much on his own and was taking a bottle. The [neonatal intensive care unit nurses] called him ‘Piglet’ because he loved my milk,” Strauss recalled. 
 
“It would have been an extraordinarily difficult life for him so there is some comfort in knowing he isn’t suffering.”
 
Strauss was left with the unenviable task of explaining to her over 150,000 followers why they wouldn’t be seeing Austin on her feed.
 
“There was pressure to share because of the overwhelming emails asking when I was due and about the baby,” she said.
 
“My personality isn’t one that’s very open about things like this and in a strange way, it’s forced me to share but it’s [also] opened up this dialogue with followers and people I don’t even know, which has brought me so much comfort.”
Strauss received an outpouring of support, including from other women who had experienced similar losses. 
 
“What I’ve learned is that a lot of women silently suffer from situations like this. The number of messages I’ve received just thanking me profusely for sharing and making women not feel alone is powerful.”

“People deal with grief differently. Whenever I go through something I dive into work. There was no better work than to help others in this horrible situation.”— Emily Strauss, EF Collection
 
While Austin was still in the neonatal intensive care unit (NICU), with Strauss and her husband at times unable to hold him, an EF Collection follower and fellow mom in Tennessee who had also experienced having an infant in the NICU, Laura Grimes, sent Emily a “Lovie,” a hybrid baby blanket/stuffed animal for the parents to cuddle and give to their child so he could be surrounded by their scent.
 
“What this little Lovie, this little stuffed animal, did for me was so profound. It really touched me. I knew I had to pay this forward,” Strauss said.
 
The Tennessee mom had started an organization called “Lovies for Bravehearts,” donating the Lovies to NICUs as a comfort to infants and their parents. 
 
Strauss immediately got to work. She and her husband purchased 500 Lovies on behalf of EF Collection to donate to NICUs in the Los Angeles area. Lovie manufacturer Angel Dear matched the contribution. 

Then, Strauss opened up the call to help to the online community that had rallied around her.
 
Her followers could purchase Lovies to be donated directly from the EF Collection website, with Angel Dear again matching the amount, as well as make donations to UCLA for pediatric polycystic kidney research, with one Lovie marking each donation. 
 
Through the month of May, a portion of EFCollection.com sales also benefitted UCLA. 
 
To focus these efforts, Strauss created a foundation called Angels 4 Austin. 
 
“From the moment he was born I always called him ‘Angel.’ Now we’re the angels doing this work on behalf of Austin,” she said.
 
So far, Angels 4 Austin has raised thousands of dollars for research and donated about 4,000 Lovies to NICUs for sick and premature infants. 
 
The organization will grow and evolve as Strauss and her husband continue to craft a legacy for their son that extends far beyond his brief life. 
 
Ultimately, Strauss wants her story to be one of resilience and creating positive change out of tragedy. 
 
“People deal with grief differently,” she said. “Whenever I go through something I dive into work. There was no better work than to help others in this horrible situation or anything close to it.
 
“When you’re in the NICU it’s a very vulnerable place to be. Any kind of comfort or love you can give is huge. The reason we started this foundation was to honor our son and do some good and help others.”
 
To make a donation to UCLA Children’s Discovery and Innovation Institute for pediatric polycystic kidney disease research, or to purchase a Lovie for a NICU infant and family, visit the Angels 4 Austin website.


Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Rough montana sapphire
EditorsSep 12, 2025
Out & About: Mining Sapphires in Rock Creek, Montana

Associate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.

Arunashi Fordite and Rhodolite Earrings
TrendsSep 12, 2025
Piece of the Week: Arunashi’s Fordite and Rhodolite Earrings

Fordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.

Susan Jacques and Al Gilbertson
Events & AwardsSep 12, 2025
Al Gilbertson Wins 2025 Robert M. Shipley Award

Gilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.

reDollar-fine-jewelry-department.jpg
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment Program

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

Tabayer’s Nordstrom Shop-in-Shop
MajorsSep 11, 2025
Tabayer Opens Nordstrom Shop-In-Shop

Located in the revamped jewelry hall at the retailer’s New York City flagship, this opening is Tabayer’s first shop-in-shop.

Weekly QuizSep 12, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
De Beers education app on mobile phone
SourcingSep 11, 2025
Need to Sell More Natural Diamonds? De Beers Has an App for That

The new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.

Gold jewelry on a scale
MajorsSep 10, 2025
Stuller to Swap Gold Scrap for Full Credit to Account

As the gold price rises, the manufacturer is offering a 100 percent payout through Sept. 30 for gold clean scrap.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Jacob and Co Loewe headphones
SourcingSep 10, 2025
Tech Meets Style in the New Loewe x Jacob & Co. Headphones

Jacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.

Tiffany & Co Favrile Beetle Necklace in Frankenstein
TrendsSep 10, 2025
Tiffany & Co. Archival Jewels Bring Life to ‘Frankenstein’

Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.

24 Karat Club banquet
MajorsSep 10, 2025
24 Karat Club of New York’s Banquet to Return to Waldorf Astoria

The Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.

Anglo American’s Quellaveco copper mine in Peru
SourcingSep 09, 2025
Anglo American to Merge With Canadian Copper Miner

Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.

The Mellon Blue diamond
AuctionsSep 09, 2025
‘The Mellon Blue’ to Return to Auction, This Time at Christie’s

The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.

Dianne Batista Phillips Auctions
AuctionsSep 09, 2025
Phillips Names Dianne Batista Head of Jewels, New York

The industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.

Anastacia Lauren, Elle Jerge, Logan Nye
MajorsSep 09, 2025
MJSA Education Foundation Announces 2025 Scholarship Winners

The nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.

Korman jewelry store Austin
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in Austin

The Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.

Logos for Manufacturing Jewelers & Suppliers of America and Jewelers of America
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s Umbrella

The two organizations have finalized and signed the affiliation agreement announced in May.

Sothebys JAR and Suzanne Belperron jewels
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron Jewels

The single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.

A street in Carlsbad California
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events

From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.

National Jeweler columnist Peter Smith
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman

Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.

Jamie Turner Victoria Labradorite Necklace
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace

The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.

Patrick Mahomes Hublot campaign
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand Ambassador

The Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.

gia-edu main image.png
Supplier BulletinSep 04, 2025
A Brilliant Future Is Here

Sponsored by GIA

Lucara pink diamond
SourcingSep 04, 2025
Lucara Unveils Unusual 37-Carat Pink Diamond

The Type IIa stone, recovered from Botswana’s Karowe diamond mine last month, features unique coloration.

Shot from Breitling new NFL campaign
WatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level

Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.

NYC Jewelry, Antique, & Object Show Autumn 2025
Events & AwardsSep 04, 2025
The NYC Jewelry, Antique, & Object Show Returns in November

NYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.

Fabergé x Gemfields Malaika Egg
SourcingSep 03, 2025
Gemfields Confirms Completion of Fabergé Sale

U.S.-based investment company SMG Capital LLC is the new owner of the luxury brand.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy