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In the third of our interview series following talented entrepreneurs that are striving in the jewellery industry, we talk to CEO of EF Collection, Emily Faith about her chic, feminine and classic collection of curated architectural pieces.

With a background in Art History and a love for traveling, Emily is full of innovative and unique ideas to inspire the everyday woman with subtle and precious stones. We love supporting women around the world finding their inner confidence here at TWC, and even more so when combining it with simple yet unexpected fashion accessories. Which is why we couldn’t wait to chat to Emily about her passion for 14k gold, her subtle technique of combining modern shapes with timeless ones, and how her knowledge in Art History has influenced her inspiration.


EF Collection’s founder and CEO: Emily Faith

AG: Hi Emily, it’s so lovely to meet you, thank you for taking the time to chat with us! To start off, could you please tell us a bit more about your day-to-day schedule, from your first cup of coffee to putting on your face cream before bed?

EF: I typically wake up around 7:30 – scroll through Instagram (guilty!), check emails, and have iced coffee (rain or shine!). No two days in the showroom are the same, I’m pulled in a lot of directions! From design and sales, to website and marketing meetings – I wear a lot of different hats.

I’m extremely hands on and like to be involved in all facets of my business. After work, I will try to get a workout in or have a nice dinner with friends or my fiancé. I always like to fall asleep with the TV on…I’m usually asleep within 5 minutes of my head hitting the pillow so it takes me awhile to get through a show or series!

AG: You mention wanting to appeal to the everyday woman. Could you share with us a bit more about how you believe you are able to target this specific audience, and what you think she (the everyday woman) is looking for in the jewellery industry?

EF: I really believe my collection has something for everyone. We attract a variety of age ranges as well as different types of women. However, most of the girls and women wearing my pieces have similar expectations.

She wants to wear her jewelry daily. She is on the go, so wants something she never has to take off. She also wants pieces that are easily wearable that will take her from day to night. EF Collection satisfies all of these requirements!

AG: We love all of your collections, and really much enjoy your budget-specific gift guides. Why is jewellery in your opinion, such a distinctly luxurious gift idea, and which piece from your collection is the most popular one? Any ideas why that might be?

EF: Jewelry is special and sentimental. Often times, when someone asks about a certain piece you’re wearing, you start off by explaining how you received it or who gave it to you. Right now, our custom and personalized pieces are extremely popular. Our custom name bracelets are a really special gift – new moms will put their baby’s name or initials on the bracelet. A grandma will put her grandkid’s… Brides will put their new initials… The options are endless! It is also a piece that can be passed down or worn forever. Two great attributes.

AG: We are also aware that you are part of the Female Founder Collective, a network for businesses led by women to empower females around the world. Could you tell us how you joined the collective and what, according to you, is the most important aspect of being part of this group? 

EF: I am really proud to be a member of the FFC. As a female entrepreneur and the leader of an all-female team, it is important to link up with other like-minded female entrepreneurs. When women come together it is extremely powerful and there is no limit to what can be accomplished and learned.

AG: And finally, I know this might be a tricky one, but which collection and piece of jewellery are you most proud of, and are there any ones in particular that have a deep and meaningful story for yourself personally?

EF: It is really difficult for me to highlight only one piece from my expansive collection. Right now, I am currently coveting my diamond and enamel heart necklace that can be engraved with a sentimental set of initials or a name. I recently got engaged and engraved the necklace with mine and my fiancé’s initials.

I promoted the necklace showing off the special engraving and it was incredible the positive feedback and the amount of orders we received for this necklace with similar engraving. It is always such a thrill for me to create something I personally love and have others share the same excitement!

Make sure you stay up to date with EF Collection, and follow them on social media.

Shop Emily’s gorgeous jewellery selection below

Featured images via EF Collection

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