SurveysAug 26, 2026
5 Jewelry Insights From The RealReal’s Resale ReportThe report delves into trending styles, the most popular jewelry brands by city, and why Belle Époque jewelry could be the next big thing.
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.
Editors' Picks
Sponsored by
More on Policies & Issues
The Latest
SourcingAug 26, 2026
AGTA Now Requiring Members to Call Lab-Grown Gems ‘Synthetic’The association added the requirement to its revised "Code of Ethics" and released the 17th edition of its “Gemstone Information Manual.”
SurveysAug 26, 2026
Consumer Confidence Dips in August Amid Anticipatory Anxieties Respondents were concerned about the future of the labor market and their income as well as the rising prices of gas and groceries.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
TrendsAug 26, 2026
Boucheron’s New Campaign Celebrates Its ‘Question Mark’ NecklacesThe campaign highlights the asymmetrical high jewelry necklace style that the jeweler first created in 1879.
Weekly QuizAug 20, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsAug 26, 2026
Harry Winston Exhibition to Open in ShanghaiIt will explore the life of “The King of Diamonds” and showcase more than 165 creations from the brand.
CrimeAug 25, 2026
Florida Woman Scammed Out of $1.5M in Jewelry, Precious MetalsTwo suspects have been arrested in connection with the complex phone scam.
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.
ColumnistsAug 25, 2026
Proof Before Purchase: The Gen Z Way to BuyIn her first column for National Jeweler, Jennifer Shaheen asks jewelers if they know how to connect with the next generation of consumers.
Events & AwardsAug 25, 2026
SSEF Opens 2026 Applications for Gemology Education ScholarshipsThe annual awards cover tuition for an on-site educational course at the Swiss lab, as well as flights and lodging.
TrendsAug 25, 2026
Brent Neale Celebrates Blackberry Farm’s Anniversary With JewelryThe jeweler partnered with the Tennessee resort to honor its 50th anniversary with limited-edition blackberry pendants and earrings.
EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in BusinessThe third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.
Events & AwardsAug 24, 2026
Rio Grande, MetalWerx Host Argentium Silver WorkshopThe class, led by renowned metalsmith Cynthia Eid, highlighted Argentium silver as an alternative to gold amid high prices.
Events & AwardsAug 24, 2026
JIS Miami Opens Fall 2026 RegistrationThe show is slated for Oct. 16-19 at the Miami Beach Convention Center.
CollectionsAug 24, 2026
Francesca Villa Honors Napoleon, His Empresses In New CapsuleThe “Empresses” capsule uses 19th-century medals depicting Napoleon, Joséphine, and Marie-Louise across five one-of-a-kind pieces.
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRFThe retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.
WatchesAug 21, 2026
Bremont Names Former Vacheron Constantin Exec CMODaniel Bing was formerly the marketing director for the Americas at Vacheron Constantin.
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship WinnersThe five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.
MajorsAug 20, 2026
Plumb Club Elects 2026-2027 BoardSteven Lerche is now beginning his term as the youngest member to become president of The Plumb Club’s elected executive committee.
MajorsAug 19, 2026
Mike Alexander To Succeed Scott Murphy as Jewelers Mutual CEO Murphy will retire at the end of the year and Alexander, currently the company’s president, will take over at the start of 2027.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
