We see books about people sending and/or making Valentine Day cards, or books about “making someone” your valentine, but not how they became popular. And when I found Valentines for All: Esther Howland Captures America’s Heart I had two thoughts. One, it was going to be all pinks and cutesy, and two it would be about how the holiday was invented. And I was incorrect on both accounts.
You see, the holiday was already going well enough, except it was not at the level it is today. In fact, Howland grew up at a time that had two things happening. One, her family, like many people of the time, did not show their emotions towards each other very openly, and two it was a time when people did not think it was worth the time to give cards and such. Of course, things were not like that with young Esther. She showed her emotions strongly. And she loved a sweet gesture of affection; like the card her father once gave her. This sparked an idea. She would make cards to sell, so that everyone could show their emotions, especially if they were unable to find the right words (like her father) or were not the most expressive person. With money from her father and a strongly researched background of what people wanted (and/or couldn’t) say, she found a way to make her business blossom. And when the Civil War started, she felt this would be a serious time, not time for frivolities like Valentines cards. But people needed them even more. We follow this journey of history with the words of Nancy Churnin. They show us the making of Howland and how she became a successful businesswoman long before women could even vote; showing a person who would hire other women to help make the handmade cards, and eventually her selling the business as mass printed cards took over. And yet, this is not just a piece of women’s history, but also of business history and American history.
Of course as this is a picture book (due early November 2023, that I read as an online reader copy) we should mention Monika Roza Wisniewska and their illustrations. Yes, there are pinks and it can be cute, but there is more. Things are not “realistic” but not “cartoon” either. They are good illustrations. They are colorful, are well detailed and solid. Yet, not stuffy but not romantic either, just lighthearted.