Sarah Coventry
SARAH COV. and SARAH COVENTRY are marks of Sarah Coventry, Inc. of Newark, New York, which sold costume jewelry at home parties from the late 1940s until the early 1980s.
How to read it
The jewelry was sold by the home party plan: representatives showed it to guests in a hostess’s home. In a 1975 trademark case a federal court in Rhode Island recorded the company’s marks: SARAH COVENTRY, registered in 1956; SARAH COV., registered in 1962; and SARAH, registered in 1964 and used on jewelry given as prizes or gifts at the home parties. The marks were stamped or imprinted on the jewelry, with metal tags on pieces too small for a stamp. The company was founded by Charles H. Stuart, in 1949 according to Costume Jewelry Collectors Int’l. Its US sales in the ten years to March 1971 came to about $300 million. Lee Shore LLC of Springfield, Illinois, has a pending application for SARAH COVENTRY for jewelry, allowed in August 2026.
Also searched as: sarah cov, sarah coventry jewelry, sarah coventry mark, sarah coventry signature.
A stamp is a claim about the metal, made by whoever struck it. This page says what each mark means under the rules that define it; it doesn’t test or value anything.
The marks from SC to Sarah Cov
Costume Jewelry Collectors Int’l lists SC after 1953, Sarah Cov on a diamond-shaped hang tag from the late 1950s to about 1980 (mostly on fine chains and beads), and Sarah Coventry with the © in the 1970s. Sarahglo, from January 1961, appears on jewelry cards and boxes, not on the jewelry.
The sister line, Emmons
Both were brands of the Stuart family’s C. H. Stuart Co., Pamela Wiggins Siegel writes in Antique Trader; Emmons came first and sold at slightly higher prices. She gives Caroline Emmons as Charles Stuart’s wife and Sarah Coventry Beale as their great-granddaughter.
The end of the parties, and the revival
Costume Jewelry Collectors Int’l, citing Dorothy Rainwater, says Stuart filed for bankruptcy in March 1981 and the home parties ended in 1984, and that Lifestyle Brands, Ltd. bought the name in 1987. Siegel writes that a revived Sarah Coventry company went out of business in 2009.
Read next
- Next in Jewelry marksMiriam HaskellMIRIAM HASKELL is the mark of the New York costume jewelry house Miriam Haskell founded in the 1920s. Haskell jewelry was not signed until about 1947; the horseshoe plaque came in 1948 and the oval tag about 1950.
- The same shape in AI labels and iconsAI iconAI-generated or AI-changed content. A badge with the letters AI, often in a circle or beside a word such as generated or modified, labels an image, video, sound or text as made or altered with artificial intelligence. The European Union publishes an official set of these icons.
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The same shape elsewhere
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Sources
- Sarah Coventry, Inc. v. T. Sardelli & Sons, Inc., 392 F. Supp. 347 (D.R.I. 1975), 392 F. Supp. 347 (D.R.I. 14 April 1975), Pettine, C.J., Caselaw Access Project, Harvard Law School Library, pp. 348–350 (stipulated findings)
- Researching Costume Jewelry Marks: C (Costume Jewelry Collectors Int’l), Researching Costume Jewelry History, Companies and Signatures, “C”: COVENTRY, SARAH, Costume Jewelry Collectors Int’l (Researching Costume Jewelry, after Illusion Jewels), COVENTRY, SARAH
- Home Party Jewelry Remembered (Antique Trader), Pamela Wiggins Siegel, Antique Trader, 8 November 2022, Antique Trader (Active Interest Media)
- SARAH COVENTRY, US Serial No. 99055371 (USPTO TSDR), US Serial No. 99055371, United States Patent and Trademark Office, Trademark Status and Document Retrieval (TSDR), Status; applicant
Last reviewed October 8, 2026 by Rory Hansen. How we research
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