Historical information
Sarah Coventry Pty. Ltd. was a North American jewellery company that was established in 1949 by the Stuart family as part of Emmons Jewelry, Inc. It began operations in England and Australia in 1968, and in Australia it moved from Carlton in Melbourne to Wodonga in 1969. The premises were originally on High St. in Wodonga, but a new warehouse was built in Melbourne Rd. later in 1969.
It was a direct selling jewellery business using a party-plan model similar to Tupperware and Avon. The sales reps or 'Hostesses' were provided with jewellery samples in demonstration kits, which they displayed at jewellery parties in their homes. The designs for jewellery such as brooches, necklaces, earrings, chokers and bracelets were purchased from freelance designers and jewellery manufacturers rather than in-house designers.
In 1979 Sarah Coventry Pty. Ltd. in Wodonga was bought by three Australian businessmen, including Wodonga local Jim Sawyer, and continued to sell jewellery under the name "Sargem Pty. Ltd”, for several more years in the 1980s.
Significance
As part of the Sarah Coventry collection, the gold toned chain has local significance with the decentralised commercial development of regional centres such as Wodonga in NE Victoria, as well as national and international significance from the perspective of social and economic developments for women after World War II. The direct selling party-plan business model Sarah Coventry was based on is also considered the first of its kind for jewellery.
Physical description
Gold toned metal chain with a rhombus-shaped attachment next to the clasp, with the Sarah Coventry mark stamped on it.
Inscriptions & markings
"SARAH / COV" which is thought to be first used in 1953.
Subjects
References
- Wodonga Historical Society Archives. Folder on Sarah Coventry Pty. Ltd. in the business section of the filing system at the Wodonga Historical Society.
- Life in the Finger Lakes Website – “All that Glittered: The Rise and Fall of Sarah Coventry Inc.” Accessed 23 February 2021.
- Collectors Weekly Website: “Vintage Sarah Coventry Jewelry.” Accessed 23 February 2021.
- The Spruce Crafts Website: “What Is Sarah Coventry Jewelry?” Accessed 23 February 2021.
- How To Buy Vintage Jewellery Website: “Sarah Coventry Vintage Costume Jewellery Buying Guide” Accessed 23 February 2021.
- Border Mail article: "Wodonga region a global drawcard: Then and Now." Article in the Border Mail newspaper, December 7, 2019, by Uta Wiltshire at the Wodonga Historical Society.
