Esther Howland: The Mother of the Valentine Industry in New England
By Betsy Huber Port
February is the month of love, with romantic mail traveling back and forth. These days, it’s probably just an email or two sent to friends, but long ago sentimental and colorful paper Valentines were exchanged via the U.S. Post Office or possibly hand-delivered by an admirer. Did you know that in the late 19th century and early 20th century there were up to two deliveries per day within some locations in New England?
Not far from Longmeadow, in Central Massachusetts, lived a woman named Esther Howland in the late 1800s. As a young woman, she graduated from Mount Holyoke College for Women in 1847, and as the legend has it, that year she received her first Valentine. It was made in Europe since no one was creating any sort of Valentine in the USA. Inspired by the beauty of the card, she decided to start her own Valentine business in Worcester, setting up her operation from home.
Her father owned a shop where her creative and elaborate Valentines were sold. The unique cards were made of paper lace, ribbons, and printed scenes produced in England and Germany using lithography. With the help of a small team of women, she cut colorful papers and layered them to create intricate designs, each handmade with delicate envelopes.
Many Valentines were sent anonymously, and soon they became quite popular, allowing her business to flourish within just a few years. Romantic and sentimental messages adorned these early examples. As time passed, many young people sent "penny" postcards since a stamp only cost a single penny. This tradition continues today in elementary schools across America, where children exchange Valentine's cards decorated with Disney characters and humorous sayings. However, early examples often featured natural imagery rather than cartoon-like characters. Flowers, hearts, and even sailing ships with anchors were common motifs.
Look around your grandparents’ homes—you may find a few classic Valentines saved from their youth, keepsakes from a time when handwritten messages and intricate paper designs were treasured. Unlike today’s fleeting digital messages, these love letters and handcrafted cards are tangible mementos of a bygone era, when courtship moved at a slower pace and relationships were nurtured through thoughtful, artistic gestures.
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