Hallmark: the legacy of Joyce Clyde Hall
In a continuation of my telling of the story of the beginnings of the Christmas card, I bring you J.C. Hall, the founder of today’s Hallmark Cards, Inc. His story is like many of his eras in that it begins in poverty and a drive for more. More out of life than he could have ever imagined before and more than in a legacy than even his wildest dreams would have allowed.
Young Joyce was born on a rainy August 29th in 1891 in a small town called David City, Nebraska, on the day that bishop Isaac W. Joyce visited the town which led to his name as his family was a religious, Methodist household. While Hall was still young, he moved with his family to Norfolk, Nebraska.
After other ventures, he began working for his brother in his bookstore while he was still in what we would now call high school, and when he was 16 years old, “…Joyce and his two older brothers, Rollie and William, pooled their money and opened the Norfolk Post Card Company. But the market for imported postcards in Norfolk was limited.”
1. "J.C. Hall." Hall Family Foundation, The. https://corporate.hallmark.com/about/j-c-hall/ Accessed 12/24/20222. "Founding: 1910s." Hallmark Licensing, LLC. https://corporate.hallmark.com/about/hallmark-cards-company/history/founding-1910s/ Accessed 12/24/2022Business for postcards was much better in Kansas City and Hall quickly made a name for himself. His brother, Rollie, joined him and they named their business Hall Brothers but On January 11, 1915, they had a backset when their office and all their inventory were destroyed by fire. They only had their safe to take with them to begin again, but begin again as they had that pioneer spirit of determination to succeed even though they were now $17,000 in debt. Postcards had helped them to make a good living thus far and had gotten their names in the public eye, but sales were declining as people were beginning to want more privacy in what they were saying to one another as they mailed loved ones’ cards across the country. So, the Hall brother’s got into the Valentine’s and Christmas card industry. These cards were like we have today and could be put into an envelope for privacy. The fire made another major change to their futures as well; they bought their printing press in 1915.
The Hall brothers were beginning to corner the market on greeting cards and with their press, they were keeping more of the profits which gave them the confidence to venture into more products. So, in 1917, they “‘invented’ modern gift wrap.”
3. "Early Innovation: 1910s - 30s." Hallmark Licensing, LLC https://corporate.hallmark.com/about/hallmark-cards-company/history/early-innovation-1910s-30s/ Accessed 12/24/2022In 1928, he solidified his brand, “Hallmark” by adding it to every card and began to advertise those cards across the whole United States. In 1932, Hallmark’s first license was with Walt Disney. Hall created the card displays we have in stores so that customers can easily see, and shop owners can easily point out, the cards for sale.
4. ---. https://corporate.hallmark.com/about/hallmark-cards-company/history/early-innovation-1910s-30s/But in 1944, the Hallmark brand came up with a slogan that was so perfect that it is still used today for Hallmark and lay, people, when they are talking amongst themselves: “When you care enough to send the very best.” This slogan came from “Ed Goodman, as sales and market executive at Hallmark, (who) jotted down his thoughts on what Hallmark stood for (on a three-by-five-in-notecard) — caring, quality, the best.”
5. "Building a Brand: 1930s - 50s". Hallmark Licensing, LLC.https://corporate.hallmark.com/about/hallmark-cards-company/history/building-brand-1930s-50s/ Accessed 12/24/2022In 1951, Hallmark sponsored, at the behest of NBC, an original opera, “Amahl and the Night Visitors.” Hallmark received so many thank you letters that this became the first of a series of specials that were tagged in the Hallmark Hall of Fame. Since that date, they have won more than 81 Emmy Awards.
6. ---. https://corporate.hallmark.com/about/hallmark-cards-company/history/building-brand-1930s-50s/So, Hallmark is a real rags-to-riches story and J.C. Hall and his brother’s hard work and determination are what made it happen. So, when you buy that beautiful, high-priced Hallmark card or gift; remember that it all began with humble beginnings and it only goes to show what hard work and determination can bring.