Her hip Los Angeles–based brand is perfectly positioned for self-purchasers
We love big jewelry as much as anyone. But we also don’t go anywhere without a few sparkly stacking bands and delicate diamond earrings. That’s where EF Collection comes in. If it’s a staple, EF makes it. And if you’re stumped for inspiration, just go for what designer Emily Faith Goldstein says every woman should have in her jewelry box: “A classic pair of huggies or gold hoops!”
Age: 34
Number of years in the biz: 10
Number of employees you oversee: 11
Family and pets: I got married in October 2019; my husband and I don’t have kids yet, but we have Levi, the sweetest Mini Goldendoodle who has stolen our hearts and quickly become the EF office mascot.
Describe your personal style: I’m classic with an edge. You’ll typically find me in a white tee, jeans, Gucci loafers or Golden Goose sneakers, and, of course, layered and stacked in delicate diamonds.
First piece you ever designed: Our Diamond Zig Zag Stack rings.
The single piece of jewelry you’re most proud of: Probably the Diamond Swan Pinky ring I made for my wedding. It is inspired by Swan Lake at Hotel Bel-Air, where I got married. The sapphire eyes were my something blue!
Best piece of advice you ever received: “Stay in your lane, don’t get wrapped up in the noise.”
Worst piece of advice: “Why would you want to be in the jewelry business—can you make a career out of that?!”
First job ever: Working at Twelfth Street by Cynthia Vincent.
How did you get started designing jewelry? Originally I sold jewelry at my local hair salon—some were my designs, others from local L.A. designers. My heart and passion were with my pieces, and I quickly noticed a void in the market for reasonably priced, delicate jewels made of quality 14k gold and diamonds.
Jewelry you’re wearing: I never leave home without my charm necklace: It has my signature Enamel and Diamond Heart engraved with my and my husband’s initials; the charms tell our love story—engagement date, wedding date, etc. I’m typically layering studs, huggies, and cuffs and I always have lots of rings stacked!
Five items on your desk: Aquaphor, Le Labo Santal 26 candle, EarPods, a picture of my husband and Levi, a notepad.
Five songs on your playlist: “Fantasy,” Mariah Carey; “Livin’ It Up,” Ja Rule; “Doo Wop (That Thing),” Lauryn Hill; “Heaven,” Avicii; “Everything I Wanted,” Billie Eilish.
Exercise regimen: SoulCycle or Barry’s Bootcamp are my go-tos.
What did you eat for breakfast? Almond milk latte with a splash of vanilla.
Guilty pleasures: Sour candy, Sex and the City reruns.
Drink (daytime/evening): Latte (hot or iced depending on my mood)/Tito’s and soda with lime.
How do you unwind? Hot shower, comfy PJs, Netflix.
Book you’re reading: My friend Katherine Schwarzenegger’s new book, The Gift of Forgiveness.
Favorite movie: Pretty Woman.
Who would play you in your life story? Jennifer Lopez—she can do no wrong!
Personal motto: “Diamonds make everything better.”
Top: EF Collection Diamond Hope Charm necklace in 14k yellow gold
(Hill: Don Arnold/Wireimage; Pretty Woman: © Buena Vista Pictures/Everett Collection;
latte: Visit Roemvanitch/iStock/Getty)