Sarah Coventry, Inc. was founded by Charles H. Stuart, (who named it after his granddaughter,) in Newark, NY in October 1949 and produced quality costume jewelry until 1981. Unlike other jewelry houses, the company hired freelance designers to come up with the designs, and the majority of the pieces were produced in Rhode Island, USA. Although previously known and embraced by other industries, the model of business adopted by Sarah Cov was new in the world of retail jewelry. In fact, it was the first jewelry house that sold its items directly to customers. Before introducing their famous house parties -- similar to those offered by Tupperware -- their representatives sold the pieces door-to-door. Socialeconomic circumstances of that period as well as a growing demand for costume jewelry - made fashionable by Coco Chanel - largely contributed to Sarah Coventry's success.
During its heyday, the brand invested a lot of money into their media presence, focusing on the outlets that used to shape cunsumer trends: television and magazines.Â
Many collections featured on the TV show the Prize is right, solidifying its popularity as a leading quality costume jewelry manafacturer.Â
The crowning jewels within the Sarah Cov collections were in fact dazzling crowns that the company designed for a variety of beauty constests, one of the most prominent one being the Miss Universe contest.
Unfortunately, the company went out of business in 1981 when it declared bankruptcy. However, the elaborate designs and durabilty of its beautiful vintage pieces have made the high quality costume jewelry increasingly collectable over the years. Today, Sarah Coventry vintage collections are like glitz from the past, they are well loved and sought after by many jewelry enthusiasts all over the world.
The majority of hallmarks used by the company include a shorter version of the company's name, such as SARAHCOV, ©SARAH COV, ©SARAH, ©COVENTRY.Â
It is worth knowing that the company briefly used a couple of other hallmarks: a hand mirror and a diamond symbol to sign their pieces.
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