Sarah Coventry & Emmons サラコベントリーとエモンズ

Sarah Coventry and Emmons

Emmons is a jewelry company that was founded in 1949 by the CH Stuart Company. Although Emmons was created first, Sarah Coventry is more popular and is often thought of as its sister brand.

The CH Stuart Company was originally established by Charles W Stuart, and it sold fruit trees and flowers through mail order.

Emmons was founded by Bill Stuart, the son of CH Stuart, who worked at the company and became its president.

The company was initially named Calorie Emmons after CH Stuart's wife, but it was later renamed Emmons Inc. In November of the same year, Sarah Coventry (Sarah Ann Coventry) was founded .

Both jewery were sold through house parties hosted by "fashion leaders."

The hostesses received a commission based on the number of sales, and they also enjoyed perks such as employee discounts.

Sarah Coventry jewelry is labeled with a number and name, making it easy to determine its manufacturing date. The jewelry comes in a paper box or clear box.

Are you curious about the origin of the name Sarah Ann Coventry? The most popular theory is that it was inspired by CH Stuart's grandchild, but the child's actual name, Sarah Coventry Beale, doesn't quite match.

Alternatively, some believe that Bill Stuart's niece, born in 1949, was the one who inspired the name. Interestingly, Coventry is actually the name of the place where the Stuart family originally lived in England. Regardless of the true origin of the name, it's fascinating to consider the different possibilities and speculate about their significance.



Emmons is considered Sarah Coventry's upscale line among collectors, and is more expensive overall. However, it's difficult to find complete sets of parures due to the rarity of some pieces.


Emmons parure dogwood 50s ©︎EMMONS stamp

The first stamp was "EMJ", but after 1955, "©︎EMMONS" was used. Despite being manufactured by Providence Jewelry Company, the quality was tightly controlled.
'Good Looking & Easy'  Jewelry were marketed towards housewives, offering easy-to-wear, beautiful jewelry.

In the 1950s, Sarah Coventry became so popular that their products were sometimes sold at house parties hosted under the Emmons name.


Sarah Coventry

Sarah Coventry was established shortly after Emmons, and it adopted a similar sales approach. Unlike other prominent jewelry companies of the time, Sarah Coventry did not have a dedicated designer. Instead, it commissioned designs from freelance designers or other jewelry companies such as Delizza and Elster (Juliana).

In the 1960s, Sarah Coventry grew into a very popular company. It was hard to find a woman who hadn't attended one of their house parties. They offered jewelry as prizes at game shows and beauty contests, which proved to be very effective marketing tactics.

Around this time, the company also expanded its operations to the UK, Canada, and Australia.

Midnight Magic 1957 A popular piece found in various costume jewelry books.

The rhinestones that appear as four separate stones are actually one large rhinestone that is connected.

The jewelry brand stands out with its distinctive style that features large marquise rhinestones and colorful cabochons, instead of the pavé-style designs with sparkling rhinestones that are commonly seen in other jewelry brands.

The themes of the collection were "Fun & Eye-catching" and "For the woman who dares to be different," and some of the pieces were unique and inspired by famous paintings such as the Mona Lisa.

Despite being affordable, the jewelry pieces were unique and stylish, making them accessible to everyone.

The Blue Lagoon and Touch of Elegance collections designed by Juliana were particularly popular among collectors.

Touch of Elegance

Blue Lagoon

Lady Coventry & Lord Coventry 1965~

Sarah Coventry Lady Coventry 1965 “Theatre”

During the 1960s, various pop designs were introduced to match new trends in the market. However, the Lady Coventry and Lord Coventry lines were designed for customers who preferred classic jewelry designs.

The jewelry were signed as usual, but it comes without a box



Sarah Coventry in sterling silver

From the 60s Sarah Coventry line, there were sterling silver brooches sold with various floral and animal patterns, though they were rare.


Sarah Coventry Sterling Silver Brooch 60s


In the 80's and 90's, this line was sold not at home parties but at department stores for the masses.



Sarah Coventry and Emmons were once very popular and beloved by many women, but they went bankrupt in 1981 and closed their doors. One possible reason for this could be the increase in women taking up corporate jobs, which led to a decrease in the number of hostesses.

Sarah Coventry was acquired by a Canadian company and revived as "Sarah Ann Coventry" from 1984 to the 1990s, but it didn't last long.


Marks & Sign

Sarah Coventry (Sarah Coventry) 1949-1981 There are other patterns than the one pictured above. ”©︎SARAHCOVENRTY” “SAC” etc.


Magazine advertising

Back to blog