Sarah Coventry Jewelry

Sarah Coventry jewelry was a party plan company offering high quality costume jewelry. The pieces were made mostly from non precious metals such as sterling silver and set with semi previous or imitation gems. They sold jewelry that was fashionable and reasonably priced, making it affordable for all women. Despite being famous for its costume jewelry, the company did not actually manufacture the pieces of jewelry they sold. Instead they purchased the designs from manufacturers in the Rhode Island area. They have a reputation as the producers of some of the most high quality costume jewelry pieces on the market. This adds to the value of their pieces to collectors today.

History of Sarah Coventry Jewelry
The founder, Charles H. Stuart, also owned Emmons Home Fashion Company. Emmons Home Fashions was named for wife Carolyn Emmons. It was a subsidiary of the C.H. Stuart Company. In November of 1949, he started Sarah Coventry. The company was named after his grand daughter. Sarah Coventry was created during a time when Americans were adjusting to life after World War II. During this time, women were being fired from jobs that were needed by returning veterans. They were returning to a life spent at home. Many women desired a way to make money while allowing them the time to care for their families. Out of this need, the home party businesses were started. Sarah Coventry’s parent company, Emmons Fashion Magic, was the first ever company to sell jewelry at home parties. During this time, Tupperware and Mary Kay cosmetics were also started. These party plan companies focused on empowering women with the opportunity to make money while selling to their target clients, each other. New recruits were started as fashion directors. After reaching sales and recruitment goals they were promoted to Unit Directors, then Area Managers, and finally the title of National Sales Manager.

There was a sharp decline in the popularity of Sarah Coventry jewelry in the 1970’s. In 1984, the company stopped selling jewelry in home parties all together. Also in 1984, the company was sold to a jewelry production firm in Chicago. The firm produced jewelry for a company located in Canada. In 2003, the brand enjoyed a short lived revival and was sold through a television shopping network. The company closed operations for a final time in October of 2008.

Purchasing Sarah Coventry Jewelry
The collections include pendants, brooches, rings, bracelets, and necklaces. Most of the pieces were made with sterling silver; however, some were also gold plated. Nature was a popular theme for Sarah Coventry pieces including; owls, leaves, and apples. In addition to the semi previous stones, some pieces were made with semi precious materials. These include; rose quartz, jade, and cultured pearls. As a testimony to the quality manufacturing, the company offered a lifetime guarantee. The pieces could be returned along with a small postage fee for repairs.

Since the end of the company, its pieces have become a favorite among costume jewelry collectors. Besides online stores, other places where pieces may be found include estate sales and thrift stores. When shopping for pieces for your collection, it is helpful to know the identifying marks used by the company. In 1949, the original mark of “Coventry” was used. During the 1950’s the marks “Sarah Coventry”, “SC”, and “Sarah” were all used. The authenticity of pieces marked “sac” is debated among collectors. Some question its origins due to the lack of documented use of the trademark during the 1950s and 1960s. The marks “sarah” and “sc” were used throughout the years. To help with identifying pieces and determining value, there are books available. These unauthorized guides to the Sarah Coventry collection of costume jewelry were written with collectors in mind. Jewelry pieces that are in their original boxes have a higher value. The hostess gifts are also highly collectible. Other pieces that are considered of higher value than most include; rhinestone sets and pieces with gold settings.

Caring for Your Sarah Coventry Jewelry
Care for your collectible pieces will vary depending on the materials they are made of. A quick online search should help you to identify care directions for the stones and the metal setting.

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