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. This item was part of the Affinity Jewellery line released in 1982.

Significance

As part of the Sarah Coventry collection, this item 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

A silver plated stick pin featuring a heart at each end. It is in its original Sarah Coventry box and includes instructions for caring for Sarah Coventry Affinity range items. It is attached to a silver card.

Inscriptions & markings

On box: SARAH COVENTRY®|
AND AFFINITY ®
INTERNATIONAL FASHION JEWELLERY
On card: Open Heart
Imitation Jewellery
Sarah Coventry & Affinity
International Fashion Jewellery
Distributed by Sargem Pty. Ltd.
WODONGA VICTORIA
Made in USA