Sarah Coventry

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  1. Sarah Coventry jewelry was named after the granddaughter of Lyman K. Stuart, the founder of the company. Established in 1949, it is recognized as the oldest direct selling jewelry company in the world. They did not design their own jewelry but used other manufacturers to produce their jewelry. Most of the production happened in the state of Rhode Island.[1]

In the mid-1980s a subsidiary of Playboy Enterprises. Inc (the publishers of Playboy magazine) owned the company, as it was planning on diversifying into a brand management company. It later sold the company in the 90's; Sarah Coventry jewelry was purchased at home jewelry parties by "fashion directors" throughout the country. However, Sarah Coventry jewelry was re-opened years later by new owners and was. being distributed by representatives via catalogs, the Internet, home shopping networks, and other means. The company has since gone out of business.


Some marks seen on vintage jewelry include:

  • "SC"
  • "Sarah Cov."
  • "Sarah"
  • "SaC"
  • "Coventry"

There is usually but not always a copyright symbol accompanying the mark.


  1. ^ Miller, Judith (2010). Miller's Costume Jewelry. Great Britain: Octopus Publishing Group Ltd. p. 162. ISBN 978-1-84533-563-2. 

Further reading[edit]