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

Adam Levine and Behati Prinsloo modeling Jacquie Aiche’s Rebel Heart collection
CollectionsApr 22, 2024
Jacquie Aiche’s New Campaign Stars Adam Levine, Behati Prinsloo

The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.

American Gem Society Conclave logo 2024
EditorsApr 22, 2024
The 22 Best Quotes from AGS Conclave 2024

Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.

Virtual Diamond Boutique
SourcingApr 22, 2024
Virtual Diamond Boutique Rebrands as ‘VDB’

The overhaul includes a new logo and enhanced digital marketplace.

1-(3.18).JPG
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry Retail

With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.

Signet Jewelers employees and St. Jude Children’s Research Hospital
MajorsApr 22, 2024
Signet Raises Nearly $9M for St. Jude Children’s Research Hospital

The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.

Weekly QuizApr 19, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these seven questions.
Take the Quiz
Retrouvaí’s Treasure Necklace
CollectionsApr 19, 2024
Piece of the Week: Retrouvaí’s Treasure Necklace

A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.

Stock image crime handcuffs
CrimeApr 19, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO Show

Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

China Pearl collage
MajorsApr 19, 2024
Unique Designs Acquires China Pearl

The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.

Printed and digital AGS Ideal grading reports
GradingApr 19, 2024
AGS Ideal Report Now Available in Printed Form

From now through mid-May, GIA will be offering the reports at a 50 percent discount.

Stock image of a polished diamond in tweezers
SourcingApr 18, 2024
Diamond Trade Remains Cautious Amid Economic Uncertainty

De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.

LVAJWS24_carousel_images_1872x1052_1.jpg
Supplier BulletinApr 18, 2024
Discover History’s Hidden Gems at the Las Vegas Antique Jewelry & Watch Show

Sponsored by the Las Vegas Antique Jewelry & Watch Show

Kelly Yoch
WatchesApr 18, 2024
Watch E-tailer Collectability Hires Kelly Yoch

The Patek Philippe expert will serve as personal curator for the brand-focused company.

Interior of TAG Heuer Boutique on Carnival Cruise Ship
WatchesApr 18, 2024
TAG Heuer Opens Its Largest Standalone Boutique at Sea

The 553-square-foot shop is aboard the Carnival Jubilee cruise ship.

John Carter, 2024 Shipley Award winner
Events & AwardsApr 17, 2024
And the 2024 Winner of the Shipley Award Is …

John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.

Visual from Tiffany & Co.’s With Love Since 1837 campaign
FinancialsApr 17, 2024
LVMH’s Q1 Jewelry Sales Fall 5%

LVMH said the company performed well despite an uncertain geopolitical and economic environment.

 B&D ribbon cutting in RI
MajorsApr 17, 2024
Stuller’s B&D Opens New Headquarters

B&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.

Model Wearing Eat Cake Collection
CollectionsApr 16, 2024
Akaila Reid Launches ‘Eat Cake’ Collection

It’s ultra-feminine and filled with gold, pearls, and soft pastels.

Emily Highet Morgan, Emily Bennett
MajorsApr 16, 2024
Loudr Adds 2 Directors

Emily Highet Morgan and Emily Bennett have joined the agency’s team.

Stuller catalogs
MajorsApr 16, 2024
Stuller Releases First Lab-Grown Diamond Jewelry Catalog

Its updated book for mountings is also now available.

Headshot of Karen Rentmeesters
SourcingApr 16, 2024
Karen Rentmeesters Takes Over as Interim CEO of AWDC

She has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.

Joyce’s Jewelry
TechnologyApr 15, 2024
Judge Rules Jeweler’s Lawsuit Against PNC Bank Can Move Forward

Joyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.

Alfred W. DeScenza
IndependentsApr 15, 2024
Alfred W. DeScenza of DeScenza Diamonds Dies at 95

He is remembered by loved ones for his loyalty, integrity, and kindness.

Madeleine K. Albright
AuctionsApr 15, 2024
Madeleine K. Albright Jewelry, Pins Coming to Auction

Hosted by Freeman’s | Hindman, the sale will take place May 7-8.

Audemars Piguet circa 1985 emerald car watch
AuctionsApr 15, 2024
All of Sotheby’s ‘Rough Diamonds’ Sold in Less Than an Hour

The auction house said all 24 timepieces offered in its underground sale of rare and avant-garde watches quickly found buyers.

AGS Conclave 2024 logo Austin
Events & AwardsApr 15, 2024
10 Can’t-Miss Sessions at AGS Conclave 2024

From lab-grown diamonds and AI to the inevitable Taylor Swift mention, here are some of Conclave’s most intriguing educational offerings.

My Next Question webinar
Recorded WebinarsApr 12, 2024
Watch: What Jewelers Need to Know About Insurance

From cybersecurity liability to trade show coverage, insurance experts share tips on how to build the right policy.

×

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