Beyond The Hallmark Lies An Interesting History Rooted in Western Mass

Every year, Americans exchange an average of 142 million Valentine’s Day cards – making the holiday near the top of the list of card-exchanging holidays (second only to Christmas). Valentines come in many different shapes and sizes, and can be handmade or store bought, clever and creative, or very traditional. Whatever form they come in, the valentines that we exchange each year have their roots right here in western Massachusetts, and are symbolic of the love, caring, and appreciation that we have for the important people around us.

The American valentine industry was started during the mid-19th century by Esther Howland, a Mt. Holyoke graduate and Worcester native. Often called “The Mother of the Valentine,” Howland was inspired by the beautiful, ornate valentines imported from England and suspected that there might be a market for them in the United States, as well. Through her father’s paper company, she sold her first valentines in 1848 and within a few years was able to begin her own business, the New England Valentine Company.

These days, Howland’s tradition carries on in Hilltown Families’ annual Handmade Valentine Swap, wherein families from across western Massachusetts exchange homemade valentines via mail. Williamsburg’s Meekins Library currently houses an exhibit titled, “Handmade Valentines: Connecting & Expanding a Community Tradition,” which is made up of beautiful valentines from these swaps in years past, adding new valentines from this year as they arrive. Families can visit to explore the the many unique and artistic ways that families have found to share love with others.