SARAH COVENTRY Large 'Tailored Swirl' Open Flower Brooch in Silvertone Rhodium-Plated Metal, Vintage 1967


$22.46 $32.08

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Here's a fabulous and eye-catching circular open flower swirl brooch with a
pleasing mix of stippled texture spiralling petals with shiny reverse sides.
Designed by the Sarah Coventry company, this measures 5.7cms (2 1/4") in
diameter, and has a 'Sarah Cov' signature on the back, alongside the copyright
symbol. It also has the word Canada stamped on the back which indicates the
country of manufacture, very likely to be specifically Rhode Island, which is
where most of the best costume jewellery of the 1960s got made, it seems !!
This pretty brooch is in fantastic as-new condition. As it's in such excellent
shape for its age, you can happily wear this with pretty much anything and it
will be a conversation piece !!

SARAH COVENTRY
Founded in 1949 by Charles Stuart, who named his costume jewellery company
after his granddaughter, Sarah Coventry did not follow the Coro, Trifari, or
Miriam Haskell practice of producing the work of a strong in-house designer.
Instead, Stuart purchased designs from freelancers, then hired firms such as
DeLizza and Elster, whose house brand was Juliana, to create its chokers,
necklaces, brooches, earrings, and bracelets.

Also unlike its competitors, Sarah Coventry did not focus on getting prime
counter space in department stores, or selling its wares to Hollywood movie
stars in order to move its inventory. Stuart’s approach was more grass-roots,
using house parties (á la Tupperware and Avon) to get people talking about his
affordable jewellery. It was the Social Media of the day !!

He also gave his costume jewellery away to contestants on game shows and at
beauty pageants. The word of mouth that resulted from this marketing strategy
made Sarah Coventry one of the most popular jewellery brands of the mid-20th
century. Today, its pieces from the 1960s and ’70s are especially prized by
collectors.

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