Sarah Coventry jewellery was named after the granddaughter of Charles H. Stuart, the founder of the company. It was established in 1949 and is recognized as the oldest direct selling jewelry company in the world. They did not design their own jewelry but used other manufacturers to produce their jewellery. Most of the production happened in the state of Rhode Island
Sarah Coventry jewelry were purchased at home jewelry parties by "fashion directors" throughout the country until 1984 when the company closed its door. However, Sarah Coventry jewelry re-opened years later by new owners and is currently being distributed by representatives via catalogues, the internet, home shopping networks, and other means.