Founded in 1949, Sarah Coventry led the way during the 1950s and 1960s with home jewelry parties. Convenience and affordability were key in the direct selling grassroots concept. The jewelry was sold exclusively at home parties (a la Tupperware and Avon) and never sold in retail stores from 1949 to 1984. "For much of its short history, Sarah Coventry advertised its jewelry as being 'for the woman who dares to be different'" (Collectors Weekly).

Although the company did not design or manufacture the jewelry, Sarah Coventry was involved in determining which designs worked for the line. The vintage pieces show the history of the jewelry company. Each piece of jewelry is marked which makes identification simple. Most of the pieces are named.