During World War II, women hit the workforce with a vengeance. There were jobs that needed to be filled, many critical to the war effort. Women stepped in and excelled.

Women after World War II
After the end of World War II, men came home to work. Women were fired so that veterans could get work to support their families. While some women were able to keep jobs in lower-paying fields such as clerical work or waitressing, many women went home to continue their careers as homemakers.

However there were still women who wanted the ability to make money within the confines of their families’ schedules. A new industry was born for these women. Tupperware and Mary Kay Cosmetics allowed women to work part-time and sell to other women. Avon was using the famous “Avon Calling” advertisements by 1954. And there was Sara Coventry jewelry.

Sarah Coventry Vintage Jewelry
Sarah Coventry, started in 1950, was named after Charles H. Stuart’s granddaughter, Sarah Ann. Stuart had opened Sarah Coventry’s sister company, Emmons Jewelers, Inc., during 1949. Both companies did not sell jewelry through department or jewelry stores. Their costume jewelry was sold direct to consumers via parties hosted by “Fashion Directors.” Fashion directors could move up the ranks and become Unit Directors then, later, Area Managers, with the ultimate goal of becoming National Sales Manager if they chose that path.