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Bill Stuart founded two jewelry brands in 1949, both Sarah Coventry and Emmons Home Fashions. The first is named after his granddaughter, the second after his wife Caroline Emmons. Unlike other major costume jewelry manufacturers, they did not employ their own designers and the jewelry was not produced in-house. The jewelery was also not sold in shops, but only at 'house parties'. Through a sophisticated marketing strategy, Sarah Coventry became the largest seller of costume jewelry in the world.
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