JCK Asks…EF Collection Designer Emily Faith Goldstein

Emily Faith GoldsteinHer 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

Levi the Mini Goldendoodle

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.

EF Collection diamond swan pinky ring
The Diamond Swan Pinky ring Goldstein made for her wedding

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.

EF Collection XO diamond mini bezel huggies
14k yellow gold Diamond Mini Bezel huggies with diamond X-O charms

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!

Lauryn Hill
Lauryn Hill

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.

latteWhat 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.

Pretty Woman
Pretty Woman

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)