Sarah Coventry was founded in 1949. Company owner Charles Stewart named the company after Sarah’s granddaughter. At that time, Charles was already the owner of the successful and famous Emmons brand in the United States, named after his wife Caroline Emmons.
The company became very popular in the American market. They started their business by providing jewelry for fashion shows. Jewelry was not sold in stores. The decorations were very varied, attractive and beautifully executed. Sara Coventry jewelry at that time was never sold in stores, but was distributed exclusively at specialized “fashion” parties organized by representatives of this brand.
Sarah Coventry gave a lifetime guarantee on her jewelry, the owner only had to pay postage.
Interesting fact: As the popularity of the Sarah Coventry brand grew, so did its recognition. For example, some items from the Sarah Coventry collection were featured on the popular TV show Queen for a Day. Queen of the Day ran from 1956 to 1964 and then resumed from 1969 to 1970. Each candidate for the “queen” passed certain tests, and then explained to the public why the prize should go to her.
The number of applause determined the winner. Stewart filed for bankruptcy in 1981, so no jewelry was made after that date. The company was sold in 1984.
Markings:
- Coventry – 1948 – 1950;
- Sarah Coventry – 1950 – 1960;
- SK – 1950 – 1953;
- Sara – 1951 – 1981;
- Sarah Cove – 1960-1981;
- SAK – 1950X – 1960X.