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Ruby Lane's newsletters are designed to celebrate the antiques and art, vintage collectibles and jewelry communities around the world. Our Past Times newsletter focuses on antiques and collectibles. Our Creative Hands newsletter celebrates fine art and handcrafted jewelry on Ruby Lane. Our shop owners are frequent article contributors, sharing their expertise and their passions for the items they collect and create. Enjoy!

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Ruby Lane's Past Times Newsletter for August 2010




In This Issue
  • Ruby Plaza Promotion: Sell for Only $9/mo. Through 2010!
  • Shop Spotlight: Welcome to D's Moments In Time Postcards & Collectibles
  • The Rich History of Sarah Coventry Jewelry
  • Shop Sampler: Pottery on Ruby Lane!

RUBY PLAZA PROMOTION: SELL FOR ONLY $9/MO. THROUGH 2010!


The promotion continues! Are you looking for venue to sell your home decor items (both contemporary and vintage) ranging from furniture and accessories to lighting, bedding and window coverings? Or perhaps you, or someone you know sells new and vintage fashion and accessories, and/or jewelry. Maybe you are a crafter with items such as bath and beauty products, candles, handcrafted dolls, needlecraft, woodworking, toys, or supplies to sell. If so, spread the word - as now you can try out our sister site, Ruby Plaza, just launched in April - for only $9 a month through 2010 with no set-up fee!

From now until December 31st 2010, Ruby Plaza is making it easy and affordable for sellers to join Ruby Plaza. And the sooner you join the more time you have to sell for only $9 a month while you check us out. Already over 700 shops have joined us with over 150,000 items added to the site.

There are no contracts, no cancellation fees, and the only expense out of your pocket is $9 a month.

Spread the word!

For more information visit www.rubyplaza.com, then under SELL, choose Open A Shop. We hope you'll join us!

SHOP SPOTLIGHT: WELCOME TO D'S MOMENTS IN TIME POSTCARDS & COLLECTIBLES


Vintage Post Card Western Cowgirl with Pistol, Hat and Whip D. Hauth of D's Moments In Time offers a wide selection of vintage Postcards, Photographs, Greeting Cards, Cookbooks, Books, Victorian Die Cut Scraps, Hollywood~Shirley Temple, Candy Tins, Handkerchiefs, Collector Plates, China, Porcelain, Figurines, Jewelry and more.

Vintage Post Card Real Photo Tinted Four Edwardian Sweater Ladies On Ruby Lane since February 2004, D.says she feels that vintage collectibles help keep alive the memories of our loved ones and of the many years that have gone by. She tells of getting special enjoyment in finding and sharing lovely items from the past with others.

Vintage Post Card Birthday Greetings Children in Automobile with Forget-me-not Flowers Some examples of charming postcard memories in her shop include a Vintage Birthday Greetings Postcard of Children in Automobile with Forget-me-not Flowers ($8), a Real Photo Tinted Four Edwardian Sweater Ladies ($18), and the cutest Western Cowgirl Postcard with Pistol, Hat and Whip ($8), to name just a few of the over 800 postcards and over 1,000 items in her shop.

We invite you to visit D's Moments In Time Postcards Collectibles

THE RICH HISTORY OF SARAH COVENTRY JEWELRY


Sarah Coventry Catalogue Book Spring 1976 The story of Sarah Coventry Jewelry is rather unique. By combining the right product with a unique marketing method, Sarah Coventry created a unique niche for itself in the post-World War II years. The Sarah Coventry story is as much of a marketing story as it is a jewelry story.

The C. H. Stuart Company had been a pioneer in direct selling. The family started out in the mid-19th century in the nursery business, selling fruit trees. Charles W. Stuart, the founder, actually marketed his goods under the names of several nurseries. This method of reaching and controlling new markets is still used by modern firms. Rather then bring out a new and improved version of your old product, a company will create a new brand identity with a new name. His son, C. H. Stuart, was a chemist and developed extracts and flavorings, which were marketed directly to the consumers. Their sales staff marketed china, silverware, housewares, and cosmetics directly to the consumer.

Lyman Stuart, grandson of the founder, was instrumental in the company's move into the jewelry business in 1949. Emmons Jewelry was founded in 1948 or 1949. Emmons was the maiden name of the founder's wife, and Emmons Nursery was one of the names the company had used for marketing. It is believed that Emmons Jewelry existed before the separate Sarah Coventry Company and line were started. The company name was based on that of Lyman's grand-daughter, Sarah Coventry Beale.

Both companies marketed their products
through home party marketing methods. Direct sales had grown during the Depression, as people were attracted by the low cost of starting in business for themselves. World War II had drawn many women into the workplace, with jobs that went back to the traditional male workers after the war. Direct sales gave many women the opportunity to produce income when other options disappeared. Tupperware, Avon, and Mary Kay Cosmetics are other examples of successful companies that mastered the art of direct sales in post-World War II America.

Rhinestone Belly Angel Fish Brooch Sarah Coventry Book Piece! Salesmen and marketing experts ran Sarah Coventry. The company sub-contracted all production to the many other manufacturing shops of the time. Rhode Island and the Newark area had lots of manufacturer's of jewelry, and it seems that Sarah Coventry favored the Rhode Island shops. The company was a pioneer in the early use of television advertising, with placement on all three networks. They were well known for their advertising and prizes on the 1950s era "Queen for a Day" show. They advertised on many other well-known programs, and also provided prizes for many local and regional beauty contests. The company was responsible for the Miss Universe crowns in the mid-1970s.

The jewelry was as well made as many of the better-known lines of costume jewelry at the time. It may have been made by some of the actual shops that made items for many other well-known lines. Sarah Coventry did stay abreast of styles, and had an eye for detail and
a feel for the market. At the height of their success, anecdotal comments indicate that over 30,000 pieces per day were produced or sold.

Over the years, different marks were used. SarahCov, SARAH, and Coventry were all used with copyright marks. SaC, SAC, and SC all saw use. Some later items were marked Sarah and Canada. The company also trademarked some terms used in advertising and promotional materials, including Lady Coventry, Lord Coventry, LC, Sarasheen, and Sarahglo.

Some pieces may be found in original branded packaging. The company produced many collection catalogs over the years, so many styles can be dated. Some later production appears to have used precious metals and genuine stones.

1954 Sarah Coventry Ruby Red Rope Pendant Necklace The 1970s were a turbulent time for the jewelry industry, and for the costume jewelry industry in particular. Changing styles, new overseas competition, new marketing channels, and changes in work patterns, especially those of women in the workplace, all eventually had an impact on Sarah Coventry. The Charles H. Stuart company began bankruptcy filings in 1981. The home parties ended in 1984, and a Canadian firm bought the rights to the Sarah Coventry name. It is unclear what assets, aside from the name, were acquired. Lifestyle Brands acquired Sarah Coventry in 1987, and home parties made a brief resurgence in 1993. In the early 21st century, some pieces were offered through the Home Shopping Network. Home parties were briefly revived in 2003. In 2006, the company
relocated to Florida, where it declared bankruptcy in early 2009.

Sarah Coventry captured the pulse of the America, not only with its styles, but also with its marketing.

SHOP SAMPLER: POTTERY ON RUBY LANE!


Roseville Pottery Early Velmoss Vase, c 1916 The Devil Duck Collection: Art Glass, Art Pottery, Porcelain and Collectibles

Roseville Pottery Early Velmoss Vase, c 1916

Roseville's Early Velmoss line, introduced in 1916, was for some time miss-identified, or unidentified altogether, as there is little known factory ...

Pr  of 19th C  Majolica Trumpet Urns Painted by Ficaflli Mollica Pia's Antique Gallery: Antiques, Decorative Items, and Fine Art from the beginning collector to the connoisseur

Pr of 19th C Majolica Trumpet Urns Painted by Ficaflli Mollica

Impressively large pair of late 19th century Italian Majolica Trumpet Urns hand painted and signed by Ficaflli Mollica. The urns feature the bright ...

Inarco Lady w  Fan Head Vase Heads Up Vintage Collectibles: Head Vases, Figural Pottery, Vanity Items, Jewelry Fun Vintage Collectibles Antiques!

Inarco Lady w Fan Head Vase

This senorita is always popular with collectors having a hand held fan and ringlet curls. There are very few head vases made holding a fan (or any ...

Roseville Apple Blossom Vase Antiques on Main: Quality antiques and Prime Specialties

Roseville Apple Blossom Vase

Wonderful way they design these grand Roseville Pottery vases! The apple wood branch for the handle and how the twig comes down the sides of the vase...

Gouda Holland Art Pottery Clog Shoe by Regina Factory La Fleur De Lis Antiques: Offering an Eclectic Selection of Antiques, Collectibles, Vintage Jewelry

Gouda Holland Art Pottery Clog Shoe by Regina Factory

Dutch pottery shoe or clog from the Regina factory of Gouda Holland. Pattern is Anita. Clog is child-size. Hand decorated with a large yellow daisy ...

Swedish Vinranka Flow Blue Pattern  Water Pitcher Brenda's Treasures: The Finest Estate Jewelry, Antiques and Collectibles

Swedish Vinranka Flow Blue Pattern Water Pitcher

A gorgeous and hard to find 1930's 6 inch tall flow blue water pitcher in the Vinranka pattern marked by the designer Arthur Percy and the Swedish ...

RARE Antique ART NOUVEAU Circa 1900 Julius Dressler Majolica Jardiniere and Pedestal Fireside Treasures: Humbly Helping to Preserve Past Treasures for Future Generations

RARE Antique ART NOUVEAU Circa 1900 Julius Dressler Majolica Jardiniere and Pedestal

Offered here is this extremely rare majolica jardiniere and pedestal made by Julius Dressler of Biela, Bohemia. This amazing set was made during the ...

Pair of Bisque Pottery Green Grapes Decanters Turtle Creek Antiques, Inc : Antiques collectibles

Pair of Bisque Pottery Green Grapes Decanters

These white bisque pottery decanters are a nice small size and can be used for vinegar and oil. Each is 6 1 2 tall X 5 wide. The shiny glaze is ...

Vintage Red Pottery Vase Grapes Leaves Medium Rare: Antique, vintage and miscellany to suit any budget, taste or eccentricity

Vintage Red Pottery Vase Grapes Leaves

Vintage Red pottery vase with grapes and leaves motif. 7.25 high; 6 diameter at its widest point; 4.25 at the top. Marked on the bottom. In very ...

Signed ETRUSCAN Majolica Oak Leaf Bread Tray ~ Book Piece Melonrose Antiques: An eclectic mix of antique and vintage treasures to entice and delight!

Signed ETRUSCAN Majolica Oak Leaf Bread Tray ~ Book Piece

A gorgeous ETRUSCAN majolica bread tray made Griffin, Smith and Hill of Phoenixville, PA c.1879-89. This is their famous oak leaf bread tray ...

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