Esther Howland (1828–1904) was an artist and entrepreneur who was responsible for popularizing Valentine's Day greeting cards in America.
Early life
Esther Allen Howland, born in Worcester, Massachusetts, was the daughter of Southworth Allen Howland (1800–1882) and mother Mary Ware 1875. Her brothers were William, Samuel and Joseph Howland (See FamilySearch). Her father's first wife Esther Allen wrote the cookbook The New England Economical Housekeeper and Family Receipt Book, which was published in 1844 (and for the next ten years) by her father S. A. Howland. Her father operated S.A. Howland & Sons. the largest book and stationery store in Worcester, Massachusetts.
Howland graduated from Mount Holyoke College (then Mount Holyoke Women's Seminary) in 1847.
Career
Shortly after graduating from Mount Holyoke College at the age of 19, Howland received a valentine card from a business associate of her father's. The valentine was decorated with an elaborate fine lace border, ornate flowers cut-outs and a small pale green envelope in the center that contained a verse appropriate for Valentine's Day. At this time, elaborate Valentine greeting cards were imported from Europe and not affordable to many Americans.
