Sarah Coventry was an American costume jewelry brand[1] based in Newark, New York.[2] The company was named after the granddaughter of Lyman K. Stuart, the founder.
Established in 1949, the sales force was at first all male. Thousands of women and some men were recruited to sell jewelry at Sarah Coventry home jewelry parties.[3] It was recognized as the largest direct selling jewelry company in the world during the sixties and early seventies.[4]
Production
The company did not manufacture their own jewelry. Instead, they sketched out designs and then used other manufacturers to produce it. S&M Enameling Company, based in Providence, Rhode Island, produced jewelry foe Sarah Coventry for 20 years.[2]