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Vintage Costume Jewelry Signed Sarah Coventry


Sarah Coventry Jewelry was founded by Charles H. Stuart (he named the company after his granddaughter, Sarah Ann) in 1950, as a company that, much like Avon, hired women to sell the products to other women. This concept was appealing to women who wanted to work yet be available to their families. Many of them had been sent home when the soldiers returned from World War II.

Stuart had founded Emmons Jewelers, Inc., in 1949 and both Emmons and Sarah Coventry did not sell the jewelry at retail stores, but adopted this direct sales approach instead. Sarah Coventry jewelry was manufactured by several companies

Sarah Coventry was publicized and marketed in many unique ways over the years. A television program “Queen for a Day” ran from 1956 to 1964 and then again from 1969 to 1970. Each contestant on the show would describe why she deserved to queen for a day and the audience “judged” each woman with an applause meter. Sarah Coventry jewelry was always part of the prize package for the winner.

Beauty pageant winners around the country also were often awarded Sarah Coventry jewelry. Major women’s magazines also advertised Sarah Coventry.

In the early 1980s, with more women returning to the workforce, the direct sales approach fell out of favor and Sarah Coventry was sold in 1984 to a Canadian company.

Sarah Coventry signatures include “SARAH” and the copyright symbol; “Coventry” with the copyright symbol and “SarahCov” with the copyright symbol either before or after the signature. Sometimes, collectors will see “SAC” or “SC”.

In about 2002, the Home Shopping Network began selling Sarah Coventry jewelry and in very recent years the jewelry has been sold again through home parties.


Preston Reuther is a "Master Wire Sculptor" and Cameo Appraiser and has been collecting and selling Vintage Jewelry for over 30 years. He is a jewelry instructor and has produced over 100 jewelry making videos and owns two vintage jewelry stores WWW.CAMEOJEWELRY.COM and WWW.ANTIQUECAMEOS.COM You may reach him at either store.

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