Sarah Coventry jewelry 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.

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 90's; Sarah Coventry jewelry was purchased at home jewelry parties by "fashion directors" throughout the country. 

In 2002, the Sarah Coventry jewelry started to appear on HSN (the internet) and in 2003, the jewelry was again sold at home parties. Marks: "Coventry" until 1950, "Sara Coventry". "SC", "Sarah". Sarah Cov.", and "SAC".