The Story of Hallmark Cards

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Hallmark Cards, Inc. is one of the most recognizable names in the greeting card industry, known for its role in shaping modern expressions of sentiment and celebration. Founded in Kansas City, Missouri, the company grew from a small postcard business into a global brand, influencing not only the way people connect but also the economic and cultural development of the city.

Early Years: J.C. Hall and the Greeting Card Industry

Joyce Clyde “J.C.” Hall. Courtesy - Hallmark Cards.

The company’s origins trace back to Joyce Clyde "J.C." Hall, born in David City, Nebraska, in 1891. Raised in modest circumstances, Hall started selling postcards with his brothers, William and Rollie, in Norfolk, Nebraska.

Recognizing the growing popularity of greeting cards, J.C. Hall moved to Kansas City in 1910 with a small inventory of postcards stored in two shoeboxes. He saw an opportunity to build a larger business in the expanding market of printed greetings.

J.C. Hall (left) with his siblings at their Norfolk store. Courtesy - Hall Family Foundation

By 1915, the business had grown, but a fire destroyed their inventory and left them in significant debt. Rather than giving up, the Hall brothers pivoted to a new concept—greeting cards with envelopes. This simple innovation provided a more private and thoughtful way for people to send messages, setting Hallmark apart from the traditional postcard industry.

Innovation & Expansion

The company continued to introduce new ideas. In 1917, a shortage of traditional wrapping paper led to the use of decorative French envelope linings as an alternative. This accidental solution became the foundation of modern decorative wrapping paper, which is now an essential part of gift-giving traditions.

In 1928, the company officially adopted the name "Hallmark," inspired by the quality certification used by London goldsmiths. The name reinforced the company’s commitment to high standards and craftsmanship. By 1944, Hallmark had introduced its famous slogan, "When you care enough to send the very best," further solidifying its reputation for quality.

1953: Construction of the Hallmark Plant near 25th and McGee, looking northeast. Courtesy: MVSC.

Beyond greeting cards, Hallmark expanded into television. The launch of the Hallmark Hall of Fame in 1951 brought original storytelling to audiences nationwide, increasing the company’s influence in entertainment.

Cementing a Legacy: The Hallmark Influence

Circa 2002: Crown Center, a community hub with retail, dining, and entertainment. Courtesy: MVSC.

Hallmark's growth also contributed to the development of Kansas City. Under J.C. Hall’s leadership, the company invested in local infrastructure, culminating in the creation of Crown Center in the 1960s. Located near Hallmark’s headquarters, Crown Center transformed the surrounding area into a major cultural and commercial district, featuring retail shops, dining, entertainment, and office space.

J.C. Hall retired in 1966, and his son, Don Hall, took over leadership of the company. Under Don’s direction, Hallmark expanded its product offerings, introducing Keepsake Ornaments in the 1970s and launching greeting card lines designed for a wider range of cultural traditions.

Portrait of JC Hall. Courtesy: Missouri Valley Special Collections, Kansas City Public Library, Kansas City, MO

J.C. Hall passed away in 1982 and was buried at Forest Hill Cemetery in Kansas City. His legacy extended beyond the company, as much of his estate—valued at approximately $100 million—was donated to charities focused on education, social services, and the arts. Additionally, he willed a portion of his stock to Hallmark employees through a profit-sharing and stock ownership plan.

Today, Hallmark remains a major player in the greeting card industry, operating as a privately held company headquartered in Kansas City. The brand continues to be a leader in creative expression, celebrating life’s milestones and everyday moments with products that reach millions worldwide.