Esther Howland - Introducing the Valentine's Day Card to America.

Esther Allen Howland was born in 1828 to the Howland’s who had an impressive lineage tracing as far back to the Pilgrim Fathers. They also owned a successful business, the largest book and stationary store in Worcester, Massachusetts.

After Esther’s graduation from Mount Holyoke College in 1847 where she was a contemporary of the young poet Emily Dickinson, she received a very elaborate English valentine from one of her father’s business associates.

This was when 19 year old Esther first became fascinated by the idea of making some similar fancy lace covered Valentines cards, also having seen some which her Father sold in his stationary store which were imported from England.

She began importing fine papers, lace, floral decorations and other supplies from England then got started with her valentine’s samples, drawing knowledge from her own artistic ability and that of her families’ stationary business.

One of her brothers, who was skilled in penmanship, was persuaded to inscribe sentiments in the cards while another brother, a salesman in the family business, agreed to get Esther some orders for next season’s trade.

When he returned with over $5,000 in orders Esther was shocked yet delighted! She realized she couldn’t possibly make them all herself and hired four female friends to assist her, setting up shop in her parents house.

An assembly line approach was taken, seated at a long table one person would cut out small colored lithographs of sentimental objects, the next person in line would lay them onto brilliantly glazed paper background, the third person assembled the layers of lace paper that framed the central design and the fourth person pasted down a printed sentiment, normally inside the card or underneath a flap where only the recipient of the Valentines card could see it. Esther would then check each and every card for a final inspection making sure each one was perfect.

Additionally Esther had boxes of supplies, topped with a sample Valentine to be used as a template, distributed to ladies at their homes in the surrounding areas. A week later, her coachman would drive out and collect the finished product.
The assembly line approach as well as this new approach meant she was able to keep up with supply and demand in the busiest of times.

This was all at a time when American people wanted to be able to send a love token to there loved one and had to either make it themselves or buy one of the few imported cards from England where the Valentine was already a huge success.

Esther’s Valentines were like a breath of fresh air, evoking romance and fantasy. Although cost a lot at $5-$10 each, with some truly extravagant ones selling for $30, the business boomed thanks to Esther’s imagination, creativity and dedication.

Her first advert was placed in a local newspaper on 5 TH February 1850 where advertising and word of mouth as well as a beautifully created Valentines and a wide range of prices to suit everyone led to sales amounting to approximately one hundred thousand dollars ($100,000) annually, not bad in the mid 1800’s!

The business thrived, growing bigger each year although Esther semi-retired in 1866 due to a recurrent knee injury where she had to conduct her business from a wheelchair for the next 15years.

In 1880 Esther, aged 52, sold her business to former employee, the George C. Whitney Company and retired to take care of her aging father.

Although she never married Esther captured the romantic imagination of countless other Americans where her cards became treasures to be kept forever and has caused a lasting impression upon the millions of Valentines Day cards still send annually today. Esther Howland died peacefully in 1904 at her home.


Just stop a moment and think - Where would Valentines Day be today in America without Esther Howland’s wonderful Valentine creations?...

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