EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
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.
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.
More on Policies & Issues
The Latest
MajorsJul 29, 2026
Kevin Reilly Retires After 39 Years in the Jewelry Industry Reilly has been with PGI USA for the last 20 years, leading partnership development and professional education.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
