QUESTION: I’ve loved Valentine’s Day ever since I was in the first grade and my new best friend gave me a valentine card at our class’s party. Every year I would go out of my way to give really different cards. I became so inspired that I began looking for valentines all year round. I’ve amassed quite a collection of old valentine cards, but I really have no idea how the tradition of giving valentine greetings began. Can you help me put this in perspective?ANSWER: Sending valentine greetings actually began during Roman times. Legend says that Valentinus, a Roman priest who encouraged young couples to many, sent the first valentine in 270 A.D. Unfortunately , the reigning Emperor, Claudius II, disapproved of Christianity, and of marriage, in general. It was the Emperor's belief that married soldiers would soon forget that their primary allegiance should be to their Emperor, rather than to their wives.
The Emperor ordered Valentinus beheaded for disregarding his orders to cease his actions. Legend also says Valentinus befriended the blind daughter of the jailer, and apparently restoring her sight. In turn, the young woman brought food and delivered messages to him during his incarceration. On February 14, the eve of his execution, he wrote her a note of appreciation, signing it "From your Valentine."A forerunner of the valentine greeting began in the 16th century with religious mementos of the Sacred Heart created in convents in France, Germany and Holland. Carefully crafted on parchment or vellum, the designs emulating the hand-tatted lace of the period.
The custom of Valentine's Day as an occasion developed gradually as the techniques of making paper advanced. In 1834, the English made improvements to lace paper, originally made in Germany and Austria in the early 19th century. The openwork, cameo-embossed lace paper allowed English publishers to publish elegant love letters, romantic stationery and valentines for an increasing number of customers.
These were miniature works of art which incorporated the use of ribbons and scraps, pearls and Dresden die-cuts. Some were movable or perfumed, while others had tiny mirrors attached to them to reflect the image of the beloved.People made most early American valentines by hand. The influence of the immigrant German cultures resulted in folk-art paper items known as scherenschnitte, meaning paper cutting, and fraktur, or paper designs incorporating German calligraphy and imagery.
By the early 20th century, several publishers of lithographs and wood engravings began making valentines in New York City. But it was Esther Howland who many consider the mother of the American valentine.
The Howland family operated the largest book and stationery store in Worcester, Massachusetts. As a student at the Mount Holyoke Female Seminary, Class of 1847, she had been exposed to annual Valentine's Day festivities, which were later banned by the college for being too frivolous.
After graduation, Howland received an elaborate English valentine from one of her father's business associates. She convinced her father to order lace paper and other sup-plies from England and New York City. With these she made a dozen samples, which her brother added to his inventory for his next sales trip. When her brother returned with more than $5,000 in advance sales, she established a cottage industry where ladies would have materials and samples delivered and picked up at their homes, thus allowing them to mass-produce valentines.While Esther Howland was not the first to create valentines in America, she did popularize the lace valentine, enabling her to earn $100.000 a year. In 1881, she sold her valentine business to an associate, George Whitney, whose company patterned many of their cards on the Howland model.
Another Victorian passion was the postcard. Publishers produced popular designs in huge quantities, since Valentine's Day was a big card-sending holiday at the time. But despite the availability of a wide variety of valentine cards, the demand for beautiful and unusual images has driven up the price for collectors. Ordinary postcard valentines can sell for $5 or less, but quality valentine postcards tend to sell for $8 to $10 each.
Production of valentine postcards ceased by World War I. It wasn’t until the 1930s that folded cards were became popular. The 1960s produced cards with red satin hearts, sachet centers, and simulated jewels and lace.
Today, Valentine's Day is the second largest holiday for giving a greeting card, with approximately 180 million cards exchanged. About 30 percent of all modern valentines are for meant for romantic love relationships. Valentinus would be proud.
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