Sarah Coventry is more popular and Emmons is often thought of as its sister brand, but Emmons was the first to be established.
Emmons was founded in 1949 by the CH Stuart Company as a jewelry sales company at home parties.
The CH Stuart Company was founded by Charles W Stuart and originally sold fruit trees and flowers by mail order.
Emmons was founded when Bill Stuart, the son of Charles H Stuart (hereafter CH Stuart), who worked at the company, became the company's president.
The company was named Calorie Emmons after CH Stuart's wife and later changed to Emmons Inc.
In November of the same year, the two founded "Sarah Coventry (Sarah Ann Coventry)".
Both products were sold at house parties hosted by hostesses who were "fashion leaders." The hostesses received a commission based on the number of items they sold, and also received benefits such as employee discounts. 
Sarah Coventry's packaging is mostly clear cases, but also comes in paper boxes, etc. Each product is numbered and named, so it's easy to find out when it was made.
There are various theories about the naming of Sarah Ann Coventry, but the most common is that it was named after CH Stuart's granddaughter or daughter, but the granddaughter's actual name is Sarah Cocventry Beale, so this does not match.
Another theory is that the name comes from Bill Stuart's niece, who was born in 1949.
It is said that Coventry was named after the place where the Stuart family first lived in England.
Emmons
Emmons is a slightly more upscale line of Sarah Coventry, and in fact is generally more expensive than Sarah Coventry among collectors.
There are also many rare pieces, so finding them together with the rest of the parures can be a little difficult.
Emmons Parure Dogwood 50's ©︎EMMONS engraved
The initial stamp was "EMJ", but since 1955 it has been "©︎EMMONS".
Although the jewelry was not manufactured in-house, by Providence Jewelry Company, the quality was tightly controlled.
"Good Looking & Easy" was targeted at housewives, offering beautiful jewelry easily.
In the 50's, Sarah Coventry became so popular that Emmons even hosted house parties selling Sarah Coventry merchandise.
Sarah Coventry
Sarah Coventry was founded shortly after Emmons. It followed the same sales style as Emmons. Unlike the two major jewelry companies at the time, Trifari and Coro, Sarah Coventry did not have a dedicated designer, and instead commissioned designs from freelance designers and other jewelry companies (such as Delizza and Elster (Juliana)).
By the 60's it had become a very popular company and its merchandise from the 60's and 70's is highly sought after by collectors. It's probably hard to find a woman at this time who hadn't been to a Sarah Coventry house party.
Offering jewelry as prizes in game shows and beauty contests also seems to have been a very effective marketing strategy.
Around this time, the company also expanded into the UK, Canada, Australia, and other countries.
Also, when it first started, the hostesses and fashion leaders were all men, but by the 1950s they were almost all women, which was probably a good thing.
Midnight Magic 1957 A popular piece found in various costume jewelry books.
What appears to be four rhinestones is actually one large connected rhinestone.
The brand's distinctive style is popular, and it features large marquise rhinestones and colorful cabochons rather than the glittering pavé-style designs of rhinestones seen in many other jewelry brands.
The collection was themed around "Fun & Eye Catching" and "For the woman dares to be different," and included some unique pieces inspired by paintings such as the Mona Lisa. However, the jewelry was reasonably priced and could be worn by anyone.
Popular collectible pieces include Blue Lagoon and Touch of Elegance, both designed by Juliana.
Lady Coventry & Lord Coventry 65 years old~
Sarah Coventry Lady Coventry 1965 “Theatre”
In the 1960s, there were many pop designs that aligned with the new trends, but the Lady Coventry and Lord Coventry lines were created for customers who wanted the classic designs that had remained until then.
The jewellery will be hallmarked as usual but will come in a special jewellery box bearing Lady Coventry and Lord Coventry.
Sarah Coventry in sterling silver
Although rare, Sarah Coventry's line included sterling silver brooches from the 60s. They were sold in a variety of floral and animal motifs.
Sarah Coventry Sterling Silver Brooch 60s
watch
This line was sold in the 80s and 90s in department stores for the masses rather than at home parties.
Sarah Coventry and Emmons, hugely popular and beloved by many women, went bankrupt and closed their doors in 1981. One reason for this may have been the increase in women entering the workforce, with more women going into corporate jobs and the decline in hostesses.
It was later acquired by a Canadian company and revived as "Sarah Ann Coventry" from 1984 until the 1990s, but this did not last long.
Engraving
Sarah Coventry 1949-1981 There are other patterns besides the one in the photo above. "©︎SARAHCOVENRTY" "SAC" etc.
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