Sarah Coventry was an American luxury jewellery brand named after the granddaughter of Lyman K. Stuart, the founder of the company. Established in 1949, the sales force was at first all male. Thousands of women and some men were recruited to sell jewellery at Sarah Coventry home jewellery parties. It was recognized as the largest direct selling jewellery company in the world during the sixties and early seventies. The company did not manufacture their own jewellery but did sketch out designs, then used other manufacturers to produce it. Most of the production happened in the state of Rhode Island.
In 1981 Sarah Coventry filed for bankruptcy. The trademarked name passed through several hands. In the mid-1980s a subsidiary of Playboy Enterprises, Inc. (the publishers of Playboy magazine) owned the company, as it was planning on diversifying into a brand management company. It later sold the company in the 1990s. However, Sarah Coventry jewellery was re-opened years later by new owners and was being distributed by representatives via catalogues, the Internet, home shopping networks, and other means. By 2009, the name Sarah Coventry was no longer in business.