AntiquesPrimitives.com
About Sarah Coventry
Founded in 1949 by Charles Stuart, who named his costume-
Also unlike its competitors, Sarah Coventry did not focus on getting prime counter space in department stores or selling its wares to Hollywood movie stars. Stuart’s approach was more grassroots, using house parties (a la Tupperware and Avon) to get people talking about his affordable jewelry. He also gave his costume jewelry away to contestants on game shows and at beauty pageants. The word of mouth that resulted from this marketing strategy made Sarah Coventry one of the most popular jewelry brands of the mid-