Spotlight- Emmons & Sarah Coventry

Spotlight- Emmons & Sarah Coventry

RKV recently highlighted Emmons & Sarah Coventry Jewelry social media.

I thought it would be helpful to also document the information here for future reference.


[Video clip is a Sarah Coventry commercial from the 1970s. It was found on google search. This video is not my own.]

𝐃𝐢𝐝 𝐲𝐨𝐮 𝐤𝐧𝐨𝐰?

  •      Both Sarah Coventry & Emmons Jewelry were created in 1949 by C.H. Stuart Co.
  • Emmons Jewelry, Inc. was named after C.H. Stuart’s wife, Caroline Emmons.
  • Sarah Coventry jewelry was named after the company founder, C.H. Stuart’s great-granddaughter, Sarah Coventry Beale.


    (Above Photo From RKV: A selection of Emmons Jewelry available at Retro Kandy Vintage)

    (Photo Above- 1950s fashion show brochure.)
    • When Emmons Jewelry, Inc. began in 1949, they were one of the first to introduce at home “Jewelry Fashion Shows”.
    (Photos Above- 1960s box at the top & 1970s box at the bottom; Emmons Crown Collection Ad.)
    • Emmons was intended to be a more expensive line then Sarah Coventry. In 1964, Emmons began a collection of semi-precious jewelry called, “Crown Collection”. These pieces were packaged in red faux leather boxes and a gold leaf ‘Crown E’ on the lid. The were marketed for special occasion & holiday gifts.
    (Photos Above- 1953 Haper’s Bazaar magazine advertisement; Catalog photos of Caroline Emmons Jewelry; Catalog photo of Emmons Jewelry.)
    • Emmons advertised in magazines and on television. In the 60s, the jewelry was given as prizes and contestants wore them on a variety of game shows. Sometimes actresses wore Emmons jewelry when they appeared on television shows.

    (Photo Above- Emmons Jewelry markings.)
    • The early pieces of Emmons jewelry were unsigned. In the mid-50s and early-60s jewelry was marked with and “EmJ”. Later, they were marked with “Emmons”, “Caroline” or “Caroline Emmons”.


    Sarah Coventry

    (Above Photos From RKV: A selection of Sarah Coventry Jewelry available at Retro Kandy Vintage.)

    (Above Photo: This is C.H. Stuart Corporate Headquarters brochure from1978. They were located in Newark, New York.)
    •  Sarah Coventry was one of the world’s largest direct to consumer companies. Every design by Sarah Coventry had a name and is part of a catalog number system. Also, everything was sold with a labeled gift box. All this makes it very easy to identify if you are a collector or want to become one.
    • In the mid-60s, Sarah Coventry began a jewelry line called, “The Lord & Lady Coventry”. The line offered gold-filled sterling silver & semi-precious stones for both men and women. The line ended in 1979.
    (Above Photo: 1967 'Swedish Modern' brooch for Sarah-Teen beside 1974 'Mr.Sea Gull' brooch for Sarah Coventry.)
    • In 1967, they created a whole new catalog of teen jewelry. Some designs were so popular as teen jewelry that they later released again as an adult version. There are many other popular designs that were reproduced and released later with a different name.

    (Above Photos: TV Promotional Ad & Miss Universe in a crown created by Sarah Coventry)
    • Like Emmons, Sarah Coventry advertised their jewelry by giving it away on game shows like, “The Price Is Right” and premiering commercials on nationwide networks. They received publicity by creating jewelry for the participants and winners of beauty pageants. They also advertised in a variety of magazines.
    (Above Photo: Some of the Sarah Coventry markings that were used.)
    • The early Sarah Coventry jewelry were not signed. The early marking used was the abbreviation “SAC”. Other markings used throughout the years were, “SC”, “Sarah Cov”, “Sarah Coventry”, “Coventry” and “Sarah”.
    • In 1984, they filed for bankruptcy. In 1987, Sarah Coventry was acquired by Lifestyle Brands Ltd. The made inexpensive jewelry for department stores. In 2002, the “Home Shopping Network” (HSN) offered Sarah Coventry jewelry exclusively until 2003. Once again, they began, “Sarah Coventry Home Shows” until the label finally ceased production in 2008.




      I love to share information about vintage costume jewelry labels & companies.

      Here are three of my favorite resources if you would like to begin to collect Sarah Coventry or Emmons Jewelry.

      Identifying Sarah Coventry Jewelry, by Sandra Sturdivant & Shirley Crafton
      Emmons & Sarah Coventry, Jewelry Fashion Show, by Deborah A. Robinson
      Fine Fashion Jewelry From Sarah Coventry, by Jennifer A. Lindbeck
      [Most photos included in this blog are from the books listed above or Pinterest. These images are not my own.]
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