The founder of the delicate diamond collection divulges her passion outside of jewelry design and her regimented beauty routine.

Written By JAYME CYK

“The EF girl is cool and confident,” says Emily Faith, founder of EF Collection. “Her style is effortless and understated, but she definitely has a hint of glam and elegance.” Shortly after graduating from the University of Southern California in 2010, Emily decided to start her line, EF Collection, otherwise known as her initials (Emily Faith). The LA-based designer felt there was huge void in the marketplace for delicate, wearable jewelry made of fine materials at an approachable price point. “EF Collection is something I want people to wear every day and never take off,” she adds. “I want it to be powerful, but not to overpower the woman who is wearing it.”

Here, Faith chats with The Violet Files about what her mother taught her about beauty and the importance of a good manicure.

For a limited time, shop EF Collection at VIOLET GREY’s flagship store: 8452 Melrose Place, Los Angeles.


What is the atmosphere of your bedroom?

My bedroom is pretty simple and calm. I like white tones, grays, soft blues—really soothing colors. I recently added a fun rainbow bench that sits at the end of my bed. It’s a muted rainbow and the perfect pop of color.

Please describe your bed and your favorite thing about it.

If I could describe my bed in one word it would be a cloud because it’s really soft with lots of pillows. I think my favorite thing about it is that most of my creative ideas come to me when I’m sleeping in it. It’s cheesy, but true.

What time do you wake up?

If I work out then I wake up at 5:30 a.m.; if not, 6:30. I’m an early riser.

How many hours of sleep do you require?

I definitely need my sleep, so at least 8 hours.

Any bedside beauty essentials?

I always have Aquaphor at my bedside. I put it on my lips and my cuticles every night before I go to bed.


Do you drink coffee or tea, eat breakfast?

Iced coffee rain or shine, and I usually skip breakfast.

Do you work out in the a.m.?

Yes, I usually spin at SoulCycle. I try to go twice a week.


What is your morning skincare regimen?

My mom definitely instilled in me that it’s very important to take care of your skin. So I wash, tone, and moisturize morning and night. I actually just bought Vintner’s Daughter and I’m obsessed with it. My daily moisturizer is by Shiseido and I’ve used the same Neutrogena toner since I was 15. My everyday face sunscreen is by Elta MD.

What makeup and products do you use on a daily basis?

I’ve recently become obsessed with Hourglass Veil Mineral Primer, which I apply before my Giorgio Armani Luminous Silk Foundation. For eyeshadow I switch off among colors from Tarte, Chanel, Bobbi Brown, or Laura Mercier. My secret weapon when I need to go quickly from day to night is Chanel’s Eyeshadow in New Moon. I use my fingertips to apply, and it looks good on everyone. It’s the perfect shimmer to take you from day to night.

I’m also really into nails. I get gels, and my nails can never be chipped because of what I do. I’m adamant about that.

What’s your hair situation in the a.m.?

If designing jewelry didn’t work out, I secretly wanted to be a hairdresser. In college, I was the one blow-drying everyone’s hair for parties and events. I usually blow-dry my own hair two to three times a week. I don’t wash it every day, but my favorite haircare brands include Oribe, Kerastase, and Shu Uemura. I use Kerastase Moisturizing Shampoo and Conditioner and Oribe Imperméable Anti-Humidity Spray, and I’m a big fan of Shu Uemura’s amazing masks.


What’s the first thing you read each morning?

My emails and my Instagram feed, not necessarily in that order.

What business do you conduct before 10 a.m.?

I usually do all my east coast and international business because of the time difference. I also try to post content on Instagram and do a pretty thorough scroll-through. I do all the posts and all the content for my brand. It’s become a lot, but it’s fun.

What time do you head to your office?

I am usually in the office by 8 a.m. I like to get things done before my team arrives and the craziness of the day begins.


For a limited time, shop EF Collection at VIOLET GREY’s flagship store:  8452 Melrose Place, Los Angeles.