Sarah Coventry jewelry was the first direct selling fashion jewelry company in the world.  Charles H. Stuart named the company for his granddaughter, Sarah Ann.  The company started in upstate New York in late 1949 with representatives selling at home shows.  The jewelry was sold in this manner until 1984 when the company was sold to a Chicago based company that made jewelry for a Canadian company that used the same name.  Today, the company has once more begun to sell its jewelry at home parties.