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. Determined she could make a better card, Howland convinced her father to order supplies from New York City and England. She made a dozen samples that her salesman brother added to his inventory for his next sales trip for their father's business. Hoping for $200.00 worth of orders, Howland was elated when her brother returned with over $5,000 worth of business for her. Howland built a thriving business in Worcester, Massachusetts using an assembly line of friends to copy designs and help construct the cards. In the Howland's Residence on Summer Street, a guest bedroom on the third floor was set up for Howland's newly founded business. [citation needed Howland was in charge of cutting the basic design for the individual valentine while the assembly group was responsible for carefully copying each card. Howland also hired women who had to work from home by preparing a box with all the materials required. A week later they would be picked up by a driver and turned to Howland for their inspection. Howland reported that her girls were paid "liberally" and that work was "light and pleasant." She would inspect every card that was produced by her assistants. Her early cards contained short four-line verses pasted inside of them much like earlier English valentines. This