Sarah Coventry Jewelry

Sarah Coventry began in 1949 as an off shoot of CH Stuart, a direct marketing company with headquarters in Newark, NY.  They sold through Home Fashion shows where woman were encouraged to try on and by costume jewelry. They became the worlds largest direct seller of costume jewelry and fashion leader in contemporary jewelry in the 1950's, 60's, 70's, & early 80's. During this time they offered a wide array of fashion jewelry sold exclusively through their home fashion shows.

Their Fashion Show Directors and other employees received motivation through friendly competitions, incentives and rewards given to those who achieved the highest sales volume.

Some of their success was due to the developement of impressive magazine and TV advertising campaigns. Employees had guest appearances on shows like "To Tell the Truth. They also had their jewelry given as contestant prizes on various game shows.

The 1980's showed a decline in sales. Demographics had changed and the party plan was no longer successful. In 1984 they sold to a Canadian company.

Pictured above is just a sampling of the many Sarah Coventry items available in my store and on my website.