Happy Esther Day. From Worcester, MA with love.
I can still recall that feeling. Deep in the pit of my empty stomach. I was numb. It was February 14, 1970. That cold, dreadful morning when everyone was forced to line up around the neatly organized room which was Mrs. Smith’s 4th Grade class at the Mary D. Stone Elementary School. Single file, eyes straight ahead, we would march through the room depositing small 4x4 cards on the desks of friends, class acquaintances and the ones that “we knew from afar”. White envelopes with crayon names containing the likenesses of Snoopy, Scooby Doo and the baby with the arrow were scattered in piles across each desk. Was my pile big? Or small :( Oh my God. Did the pretty girl with the curly brown hair and the shy smile remember me? Did she even know my name? Yes. It was Valentine’s Day.
V-Day. The day of fear and hope for any 10 year old boy. The day when a tender life could forever be changed through the act of one simple card, a chocolate kiss or small candy heart. The air in the classroom that day was electric. A compilation of raw emotions. Some panic, much embarrassment and maybe that first warm glow of love. I will never forget that day. Never.
So you may ask, how did this glorified and much commercialized ritual of love and life begin? Who can we thank? Thank Esther. Esther Howland.
From Wikipedia we learn that "Esther Howland was an artist and Worcester businesswoman who was responsible for popularizing Valentine’s Day greeting cards in America. After her graduation from Mount Holyoke College in 1847, Howland received an ornate English Valentine from a business associate of her father when she was 19 years old. Intrigued with the idea of making similar Valentines, she began her business importing paper lace and floral decorations from England. Her father operated the largest book and stationery story in Worcester, Massachusetts and ordered supplies for her project. She made a dozen samples which her salesman brother added to his inventory for his next sales trip. Hoping for $200.00 worth of orders, she was elated when he returned with over $5,000 worth of business for her. Howland employed friends and developed a thriving business in Worcester, Massachusetts using an assembly line Her valentines became renowned throughout the United States and she was called "The Mother of the American Valentine." Her business eventually grossed over $100,000 per year, a considerable sum for that time, and she eventually sold the business in 1881 after many successful years."
So on this Valentine's Day, I offer this challenge to you. Yes, you! The world is full of lonely and forgotten people. They are all around us. Say hi to a neighbor. Remember the elderly. Go forward and make someone’s day with card or maybe two. And think of Esther. And what she has done to shape our lives and emotions.
Jack Hally is Executive Vice President and Co-founder of BlueHive, a full service firm which specializes in the design and production of Strategic Brand Environments. Jack is a frequent lecturer and commentator on brand marketing and entrepreneurship. He has successfully launched over 300+ companies during a 30 year career. He loves homemade cards and pink candy hearts. He may be reached at jhally@blue-hive.com