Hallmark: The Evolution of a Greeting Card Empire

Hallmark, one of the oldest and largest manufacturers of greeting cards in the United States, began with humble origins and has since grown into a globally recognized brand. The company's remarkable journey spans over a century of innovation and growth in the greeting card industry.

Founding and Early Years

Joyce Clyde Hall, a determined teenager from Nebraska, arrived in Kansas City, Missouri, on January 10, 1910, with little more than big dreams and empty pockets. At just 18 years old, J.C. Hall began his business venture by selling picture postcards created by others to Kansas City drugstores, bookstores, and gift shops.

The Hall brothers' entrepreneurial journey actually began a few years earlier in 1907, when J.C. and his older brothers William and Rollie established the Norfolk Post Card Company in Norfolk, Nebraska, operating from a bookstore where they worked. As the postcard business grew beyond the store's capabilities, J.C. relocated it to Kansas City in 1910.

Business Evolution and Innovation

By 1912, the postcard craze had begun to fade, prompting the company to pivot toward selling "Christmas letters" and greeting cards. The business faced a significant setback in 1915 when their entire inventory was destroyed in a fire. Undeterred, the brothers salvaged only their safe and started over, this time purchasing an engraving firm to produce their own cards with envelopes instead of postcards.

In 1917, the Hall brothers inadvertently invented modern wrapping paper when they ran out of traditional colored tissue paper and substituted fancy French envelope lining paper. This improvisation proved successful, and they began printing their own specifically designed wrapping paper the following year.

World War I marked a turning point for the greeting card industry. J.C. Hall observed that "People sought closer contact with one another and especially with their relatives and friends in the service," which led to more men becoming permanent buyers of cards.

Growth and Branding

By 1921, William Hall had joined his brothers in Kansas City, and in 1923, they formally established Hall Brothers, Inc. The company expanded nationally in 1922, growing from 4 employees to 120, and broadened their product line to include everyday greeting cards beyond holiday offerings.

The iconic "Hallmark" brand name was introduced in 1928, inspired by the hallmark symbol used by goldsmiths in London in the 14th century as a mark of quality. J.C. Hall appreciated this symbolism and the fact that it incorporated his family name. That same year, the company became the first in the greeting card industry to advertise nationally, with their initial advertisement appearing in Ladies' Home Journal, written by J.C. Hall himself.

In 1931, the company took its first international step by affiliating with the Canadian William E. Coutts Company, Ltd., a major card maker. Though the company began using the Hallmark name on all cards from 1928, it didn't officially change its corporate name from Hall Brothers to Hallmark Cards until 1954.

Corporate Values and Legacy

During the Great Depression, J.C. Hall refused to lay off any employees, and remarkably, the Kansas City-headquartered company emerged relatively unscathed from those difficult economic times. In fact, Hall Brothers Inc. was one of the few employers occasionally offering job openings during that period.

Over more than a century, Hallmark has expanded from a simple postcard business started by a young entrepreneur into a billion-dollar empire, maintaining its headquarters in Kansas City where it all began. The company's enduring legacy is built on innovation, resilience, and a deep understanding of the human need for connection.

Professionals in the hallmark industry can draw significant lessons from Hallmark's history. The company's ability to innovate, adapt to market changes, and maintain a strong brand identity are key components of its success. For those looking to build a hallmark business, focusing on quality, understanding consumer needs, and brand consistency are crucial takeaways.

If you're eager to explore more about how hallmark principles can enhance your business approach, we invite you to connect with our consulting team for a personalized strategy session. Discover how we can help your company harness the timeless appeal of hallmark values.