Sarah Coventry jewelry saw its 'heyday' during the 1960's and 70's. The necklace pictured above is from the late 1970's: Sarah Coventry 1978 Enamel 'Fly Away' Butterfly Pendant Choker Necklace.
The company was named after the granddaughter of Lyman K. Stuart, the founder of the company. Established in 1949, it 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 jewelry.
Most of the production happened in the state of Rhode Island. Until 1984, when the company closed its doors, Sarah Coventry jewelry was purchased at home jewelry parties by "fashion directors" throughout the country.
However, Sarah Coventry jewelry was re-opened in 2003 by new owners to be distributed by representatives via catalogues, the internet, home shopping networks, and other means.
Despite Sarah Coventry, HP, Inc.'s high hopes, the new jewelry line did not catch on with the same popularity as the original. The company stopped manufacturing the jewelry in November 2008.
Some marks seen on vintage jewelry include: "SC" "Sarah Cov." "Sarah" "SaC" "Coventry" There is usually but not always a copyright symbol accompanying the mark.
Many of the 'vintage' pieces are still available online however (see below).