Send a Friend-alentine!

Happy Valentine’s Day to you all!

The 14th February. That weird day made by society for couples, but where couples face weird pressure for no apparent reason. A day where people are obliged to express their undying love for each other, when they could just express their undying love for each other on any other day. Where according to the retail giants, we’re going to waste our money on silly things like over-priced chocolates or stuffed animals. A day that generally helps promote good old-fashioned gender stereotypes. The day where the strong single person might just need to be a little stronger. The day your Mum probably wishes you were married already.

And the history of Valentine’s Day is all a little bit on the dark side. During the Roman Empire, people celebrated the feast of Lupercalia where men sacrificed a goat or a dog and whipped women with animal hides. An act that was believed to increase a woman’s fertility!

There are different legends about who St. Valentine was. One tells the story of a Christian priest who was imprisoned and fell in love with his jailer’s daughter. Before his death, he signed a love letter to her with the words “from your Valentine.”

Another legend tells about a priest who ignored Emperor Claudius II's ban on marriage for young men in his army. The priest continued to marry couples who were in love for which he was eventually executed.

What helped St. Valentine’s Day take root across the ocean in the United States was the nation's emerging consumer and popular culture, boosted by the influence of advertising and the following developments in printing and mass production.

In the 1840s, an American newspaper called The Public Ledger endorsed the holiday saying that people needed “more soul-play and less head-work” and more opportunities that allowed for an “abandon of feeling.” The meaning of “valentine” transformed from signifying a person to referring to an object of exchange.

In the following decades, the marketing machines of many companies turned their wheels to lure more and more customers into celebrating the holiday, and convince them to purchase valentines—in the forms of cards, chocolates, flowers, and jewellery—for their loved ones.

It’s all a bit of a dark comedy really!

To be honest, I’m all for the declaration of love and Valentine’s Day has certainly contributed to the way in which western culture celebrates and expresses love. I just don’t think it needs conditions – one person, romantic in nature, and on a specific day.

That’s why our Love Cards this year are declarations of love for anyone near and dear to you. Let’s call them Friend-alentines! And given we’ve only got around to releasing them today, on the 14th February, you can send them to whoever you want – whenever you want!

They’re all available here.



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