Sarah Coventry Jewelry is generally more popular, but its sister brand, Emmons , was actually established first. Emmons was founded in 1949 by the CH Stuart Company and is a company that adopted a home party style jewelry sales format.
The CH Stuart Company was originally founded by Charles W. Stuart and sold mainly fruit trees and flowers by mail order. Bill Stuart , the son of Charles H. Stuart (hereafter CH Stuart ), who worked at the company, later founded Emmons .
The name Emmons was taken from CH Stuart 's wife, Calorie Emmons , and the company name was later changed to **Emmons Inc.**.
A few months after the founding of Emmons , Bill Stuart and Charles H. Stuart founded Sarah Coventry , which also adopted the house party sales format. Both brands were sold at house parties hosted by hostesses under the name " Fashion Leader ," and the hostesses received a commission based on the number of items sold, and also received benefits such as employee discounts.
Sarah Coventry's packaging is mostly clear cases, but also paper boxes, etc. Each product is numbered and named, so it's easy to find out when it was made.
The origins of the name Sarah Ann Coventry
There are several theories about the origin of the name Sarah Ann Coventry , but the most widely accepted is that it was named after a grandson or daughter of CH Stuart , but this theory is questionable as the name does not match as CH Stuart 's granddaughter was actually named Sarah Coventry Beale .
Another theory is that Bill Stuart 's niece was born in 1949 and her name was taken from Sarah Ann Coventry .
Another theory is that the name Coventry was taken from the name of the place where the Stuart family first settled in England, which could give the brand a place and family history behind it.
Emmons: Sarah Coventry's luxury line
Emmons is known as a slightly more luxurious line of Sarah Coventry , and is generally traded at a higher price than Sarah Coventry among collectors. Therefore, Emmons jewelry is highly rare, and it is often difficult to collect parures (set jewelry).
Emmons Parure Dogwood 50's ©︎EMMONS stamp
The initial stamp of Emmons was " EMJ ", and since 1955 it has been " ©︎EMMONS ". Emmons jewelry is not manufactured in-house, but by Providence Jewelry Company , but the quality is very strictly controlled and it is highly reliable.
Under the slogan "Good Looking & Easy," Emmons targeted housewives and offered them the opportunity to enjoy beautiful jewelry easily.
Also, in the 1950s , Sarah Coventry was so popular that Emmons would sometimes sell Sarah Coventry jewelry at his house party events.
Sarah Coventry: The birth of a popular jewelry brand
Sarah Coventry was founded shortly after Emmons and adopted a similar sales style. Unlike major jewelry brands such as Trifari and Coro , Sarah Coventry did not have its own designers, but instead commissioned designs from freelance designers and other jewelry companies such as Delizza and Elster (Juliana) .
Sarah Coventry's growth in the 1960s
Sarah Coventry grew rapidly in the 1960s and became a very popular brand. Jewelry from this period is highly collectible, and pieces from the 1960s and 1970s are still popular today. It was at the height of its popularity that it would be difficult to find a woman who had not attended a Sarah Coventry house party.
Successful Marketing Strategy
Sarah Coventry gained huge publicity by offering her jewellery as a prize in game shows and beauty contests , which was a highly effective marketing strategy and helped to instantly spread awareness of her brand.
Sarah Coventry has also expanded beyond the US, establishing a presence internationally in countries such as the UK , Canada and Australia .
Female hostesses in action
In the early days of the brand, many of the hostesses and fashion leaders were male, but in the 1950s, most of the hostesses were female. This change is also said to have had a major effect on how the brand approached female customers.
Midnight Magic 1957 A popular piece found in various costume jewelry books.
What appears to be four rhinestones is actually one large connected rhinestone.
Sarah Coventry's signature jewellery style
Sarah Coventry 's jewelry stood out in favor of distinctive designs, away from the glittering pavé styles seen in many other brands, most notably with large marquise-cut rhinestones and colorful, attractive cabochons (round glass or stones).
A design philosophy that brings out individuality
Sarah Coventry's designs are based on the themes of " Fun & Eye-catching " and " For the woman who dares to be different ". This has resulted in many unique and individual pieces of jewelry that stand out from other jewelry brands. Some of the designs are inspired by famous paintings such as the Mona Lisa , and the pieces are a fusion of art and fashion.
Offering unique jewelry at affordable prices
One of the biggest attractions of Sarah Coventry is its high quality at a reasonable price . By providing unique and beautifully designed jewelry to many women who cannot afford expensive jewelry, they have created jewelry that anyone can wear.
Popular collectible pieces
Many of her pieces are beloved by collectors, and Juliana 's most famous designs include Blue Lagoon and Touch of Elegance . These pieces of jewelry are simple yet striking, and are still highly valued today.
Lady Coventry & Lord Coventry 65 years~
Sarah Coventry Lady Coventry 1965 “Theatre”
In the 1960s, Sarah Coventry introduced many pop jewelry designs in line with the fashions of the time, but also launched new lines called Lady Coventry and Lord Coventry to appeal to customers who preferred the classic and elegant styles of the time.
These lines were created to meet the needs of customers looking for traditional classic designs and were sold as special collections under the name Lady Coventry and Lord Coventry . These jewels are usually engraved and come with special jewellery boxes inscribed with the name Lady Coventry and Lord Coventry , highlighting their luxury and elegance.
The coexistence of pop design and classic design
In the 60s, Sarah Coventry was able to blend the two styles, embracing pop art and modern design while also catering to a clientele that wanted traditional, sophisticated classics . The Lady Coventry and Lord Coventry lines are a perfect example of this, perfectly combining modern innovation with a traditional style.
Sarah Coventry jewelry in sterling silver
Sarah Coventry generally offered affordable fashion jewelry, but in the 60s she also sold brooches made from sterling silver , which was unusual for the brand. These sterling silver pieces stood out from the usual rhinestone and gold plated jewelry, as they had a more luxurious finish.
Distinctive design
These sterling silver jewelry pieces mostly featured floral and animal motifs . For example, flower-shaped brooches and small animal designs (rabbits, birds, butterflies, etc.) were popular and featured intricate details. These brooches were not only highly fashionable, but also classic and timeless, as only silver could offer.
Rarity and collector's item
These sterling silver Sarah Coventry pieces are rare and highly prized among collectors . Unlike regular Sarah Coventry fashion jewelry, sterling silver has a metal value and therefore may fetch a higher price than other jewelry pieces.
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.
The demise of Sarah Coventry and Emmons
Sarah Coventry and Emmons were hugely popular in the 1960s and 1970s, especially for their home party sales style. However, in 1981, both companies went bankrupt and closed their doors. This is said to be related to the advancement of women in society . Many women started working outside the home, and the number of hostesses who used to sell jewelry decreased.
Predicaments in a changing market
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The sales style by hostesses that continued from the 1950s to the 1970s became outdated with changes in society, and the number of hostesses decreased. Furthermore, as more women entered the workforce, sales within households fell, affecting the business of both companies.
It was later bought by a Canadian company in 1984 and briefly revived under the name "Sarah Ann Coventry". However, the revived brand only lasted until the 1990s and was short-lived. The reason this revival was short-lived was likely due to the changing trends in the jewelry market and consumer tastes in the late 1980s and early 1990s.
Engraving
Sarah Coventry 1949-1981 There are other patterns besides the one in the photo above. "©︎SARAHCOVENRTY" "SAC" etc.
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