Vintage Victorian Valentines

February 10th, 2015 |

For a time period that is often seen as restrained, staunched, and prudish, the Victorians actually embraced love, friendships, and relationships, all with an air of sentimentalism. Valentine’s Day cards were a popular method of expressing these emotions- just like they are today.

The nineteenth century was the ideal time for Valentine mass production to emerge; the Industrial Revolution had mechanized paper and printing manufacturing, the postal service had sped up its delivery methods, and the effects of the Civil War provoked a deeper appreciation of loved ones.

Hand cut paper cards, similar to the Pennsylvania German scherenschnitte, were one of the first style of cards produced. These ornate pieces had very finely cut details and motifs, and featured hand coloring motifs and fraktur style quotes of adoration.

However, it would be an American woman named Esther Howland who would transform the industry with her paper lace creation. She would lay cut white paper “lace” over colorful paper or figures. Howland felt Valentines should be private so all wording was always attached to the inside of the card.

As paper manufacturers began using paste boards (layers of paper glued together), mechanical Valentines emerged. These had pull tabs that would reveal the inner image while also giving structure to the card so it could stand upright. Three-dimensional cards of this ilk were often displayed in communal spaces within the home.

The image of Valentine’s Day cards altered throughout the Victorian period. Originally, cards had a religious connotation as passion was seen as spiritual devotion. As style and design tastes changed, so did Valentines. Soon cards were inundated with images of love; cherubs, married couples, scenes from mythology and nature- especially nature. It was through hidden codes like The Language of Flowers that Victorians were better able to convey their feelings. Almost all Valentines of the late nineteenth century feature flowers in some form, mostly with roses, lilies, lilacs, pansies and violets.

By the end of the nineteenth century the tradition of sending Valentines had been cemented. The Manchester Metropolitan Museum states that 60,000 valentines were sent in London in the 1830s; in 1857, three million valentines were sold in New York City; and just last year, 180 million cards were sent worldwide. Do you think we’ll top that this year?

If you want to view some examples of Victorian Valentines please schedule a private tour and come see the display at the Moravian Museum of Bethlehem, also known as the 1741 Moravian Gemeinhaus.  Also on display is a collection of “heartifacts,” or pieces from the various collections that embrace the heart motif.

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