Charles Stuart founded Sarah Coventry in 1949 and named it after his granddaughter’s first name and the town of Coventry, where the Stuart family originated. Sarah Coventry did not produce the work of a solid in-house designer like Coro or Miriam Haskell did. Stuart instead bought designs from freelancers and then had chokers, necklaces, brooches, watches, earrings, and bracelets made by DeLizza & Elster, whose house brand was Juliana.
Sarah Coventry, unlike its competitors, did not focus on obtaining excellent department store counter space or promoting its items to Hollywood movie stars to shift inventory. Stuart took a more grassroots strategy, holding house parties (a la Tupperware and Avon) to get people talking about his inexpensive jewelry with their friends and neighbors.
Sarah Coventry’s most valuable pieces were created as limited-edition hostess sets earned by the women who sold Stuart’s products. There were no upfront costs for demonstration kits, and both men and women were recruited to sell Sarah Coventry jewelry.
In the late 1970s and early 1980s, the company produced a wide range of quartz-powered women’s wristwatches with a simple gold-tone band with a small diamond marking the 12 o’clock hour. Sarah Coventry was sold even in 1984 after declaring bankruptcy, and its manufacturing was relocated to China and India, effectively putting an end to its house-party sales techniques. Though the brand experienced a few brief periods of resurgence, production was halted entirely in 2008.
Sarah Coventry Jewelry Marks
Sarah Coventry jewelry was introduced shortly after the Emmons brand was established, and as we said, it was also sold at jewelry parties. Throughout its history, Coventry jewelry was less expensive than some other brands and was inscribed with various symbols.
- ©SARAHCOV
- ©SARAH
- ©COVENTRY
- SAC
- Jewelry boxes were marked with larger plates.
Who Designed Sarah Coventry Jewelry?
The Emmons company did not design its jewelry. Instead, they rely on jewelry manufacturers to supply the styles it expects from their customers.
Both brands’ costume jewelry was frequently sold in matching sets, such as coordinating necklaces, bracelets, and earrings.
Today, it is more difficult to find complete sets, but collectors watch for pieces to round out their collections when scouring antique shops and flea markets.
You can find Sarah Coventry jewelry easier than Emmons jewelry because it was less expensive and sold for a longer period. Pieces are made of gold-colored metals ,silvertone and are frequently set with oversized faux pearls and other gemstone simulants.
Sarah Coventry jewelry was most popular in the 50s and 60s, and it was still sold for several years after the company declared bankruptcy in 1981. The jewelry brand was sold a few more times to different companies, including a Canadian company, but it didn’t have its popularity anymore and vanished from the market.
Sarah Coventry Jewelry Collections
Both nature and ethnic patterns have inspired many pieces. There are semi-precious and synthetic stones, metals, plastics, high-quality rhinestones of very original cuts and artistry, and artistic glass, among materials used for production.
Collection “Jade Garden” (1966-1969)
The pin is shaped like a gold relief circle. It is adorned on the inside with a small curved branch that holds a piece of natural green jade and a genuine cultivated pearl.
Collection “Folklore” (1971-1973)
The ornament is made up of a chain and a geometric-shaped pendant. The pendant comprises two plates that are embellished with three rectangular faux turquoise inserts.
Collection “Crusader Cross” (1941-1975)
The pin is shaped like the letter N in the English alphabet. It also has small leaves in it. The jewel is made of brushed gold metal.
Collection “Strawberry Ice” (1968-1974)
Its silver brushed metal gives the appearance of a berry covered in ice.
Collection “Imperial (circa 1970)
The pin is designed in an opulent Oriental style. It is made of silver metal. Its center is embellished with a drop-shaped turquoise imitation. Five white hemispheres and four purple chaton cut crystals accentuate the jewel’s beauty. A hook on the back allows the jewelry to be worn as a pendant.
Collection “Pearl Bloom” (1960-1962)
The pin is designed in a white berry with gold leaves. Three gold-textured leaves are made of metal.
The ornament is made up of a chain and an openwork cross pendant. A reflective purple cabochon in the center and simulated pearls in each of the four points adorn the cross.
Where Can You Find Sarah Coventry Jewelry?
You can find them at:
- Etsy– Rare Sarah Coventry
- Ebay-Sarah Coventry Vintage & Antique Jewelry for sale
- Collectors Weekly– Vintage Sarah Coventry Jewelry
- Amazing Vintage Jewelry: Vintage Sarah Coventry Jewelry
- Amazon.com– Jewelry from Sarah Coventry and Emmons
- Poshmark -Sarah Coventry Women Jewelry Rings
- BuyMyGold.com– Sarah Coventry
- Jewels Past– Sarah Coventry Jewelry
