Vaillancourt Folk Art

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Vaillancourt Folk ArtCompany type| Private

|

Industry| Manufacturing
Founded| 1984
Headquarters|

Sutton, Massachusetts

United States

Area served

| North America and Eastern Europe

Key people

* Gary Vaillancourt (Founder)
* Judi Vaillancourt (Founder)
* Luke M. Vaillancourt

Number of employees

| 20
Divisions| 6
Vaillancourt Folk Art at Manchaug Mills

Vaillancourt Folk Art (VFA) is a brand and fine art studio recognized for its manufacturing and wholesaling of Christmas collectibes and operations of a retail gallery located in Sutton, Massachusetts. Co-founder Judi Vaillancourt is credited with having developed the process used to create the first contemporary use of chalkware, using a plaster-like substance with confectionery moulds.[1][2] Vaillancourt Folk Art has over 3,000 antique moulds that date back as early as 1850.[3]

The company was initially created as a store that sold holiday and folk art items and operated as Vaillancourt Folk Art & Friends. In 2007, following a relocation, the name was shortened to Vaillancourt Folk Art, and the company re-focused on their branded chalkware and ornament collections. The VFA lines have since been carried in stores within major cities across the United States, Canada, and Europe.[4]

## History

[edit]

### Early history

[edit]

Gary Vaillancourt and wife Judi Vaillancourt founded Vaillancourt Folk Art in 1984 after Gary had given Judi three antique chocolate molds for Christmas. Judi, a classical illustrator, first poured these molds with chocolate, and later with beeswax,[5] before developing a process to create solid chalkware figures.[6][7] During their first year in business, Gary and Judi were asked to participate in a folk art show by Chicago-based promoter Judy Marks, who had discovered the Vaillancourts from an article on historical reproductions by Early American Life.[8]

In 1985, Gary left his position as President of Mitchell Management Systems to join Judi as they started what is now known as Vaillancourt Folk Art. By the end of that year, they had hired 15 employees and converted their home's basement into a production studio.[9] In 1987, Vaillancourt Folk Art & Friends moved their location to a farm house. In 1992, Nordstroms carried the Vaillancourt Chalkware line. In 1995, the first annual Collector's Weekend was started.[10] Vaillancourt Folk Art later launched its website in 1998.

### 2000–present

[edit]

In 2007, Vaillancourt Folk Art moved to a 10,000-square-foot location in a 19th-century mill.[11][12] The US Postal Service modified its ZIP codes to ensure that Vaillancourt Folk Art could still be considered "made in Sutton" rather than the village of Manchaug's unique zip code.[13] Vaillancourt Folk Art also dropped "& Friends" from its name. In 2008, it introduced the Et Cetera line, a line that incorporated Judi's designs and art work on everyday items. The "Nantucket Santa Series" was introduced during the Event Under The Tent show by Friends of Nantucket.[14]

In the winter of 2009, Vaillancourt Folk Art completed the construction of Blaxton Hall, "named after William Blaxton, the first European settler in Boston and Rhode Island".[15] The hall was created to host Gerald Charles Dickens (the great great grandson of Charles Dickens) for his American Tour of A Christmas Carol in 2009.[16] In 2010, Vaillancourt Folk Art was nominated to be the official Christmas ornament and collectibles maker of the Commonwealth of Massachusetts.[17] In 2015, Vaillancourt Folk Art introduced a Dickens-themed glass ornament line: the A Christmas Carol collection.[18] In 2016, Luke M. Vaillancourt assumes the position of Vice President of Operations.[19] A year later, Luke M. Vaillancourt represented Vaillancourt Folk Art in Washington, DC, joining Congressman Jim McGovern (D-MA) to a Small Business Week Constituent Roundtable.[20][21][22]

In 2018, Vaillancourt Folk Art redesigned their logo, removing the text "Folk Art" and replacing it with "Made in Massachusetts". The new logo has a Victorian Christmas tree, stating it is meant that their retail gallery will include Christmas decorations throughout the year.[23] Vaillancourt launched a Christmas Blend Coffee and limited edition[24] Christmas Wine,[25] which are sold within their retail gallery in Sutton.[26] In 2018, Vaillancourt's retail business accounts for nearly 60% of business revenue, "with most of the retail sales occurring online."[27]

In 2019, Vaillancourt Folk Art celebrated their 35th anniversary by releasing a book titled It's Hard To Tell When A Traditions Begins: A Vaillancourt Christmas.[28] Luke M. Vaillancourt named the new president to "take over Gary's role, with Gary moving into an advisory position."[29] The COVID-19 pandemic led to the cancellation of events like the Christkindlesmarkt, in which around 1,100 people were in attendance for the 2-day Christmas festival.[30][31] Later, Vaillancourt introduced a series of outdoor Mini German Christmas Wine Markets.[32] In 2024, Vaillancourt Folk Art celebrated their 40th anniversary with a year-round theme of "Cherish." The celebration opened with collectors from around the country attending a Premier Number Opening Party in April.[33]

## Divisions

[edit]

Vaillancourt Design Group was led by Luke M. Vaillancourt. Designs have included acrylic coasters for Worcester Academy, enamel coasters for College of the Holy Cross, and metal ornaments for Old Sturbridge Village. Gorham Silver was the first manufacturer to license Judi's designs, manufacturing ornaments in Taiwan under the name Vaillancourt Folk Art for Gorham in 1986.

## Philanthropy

[edit]

In 1991, the Starlight Children's Foundation made a presentation to the major gift companies of America, including Vaillancourt Folk Art. As of 2009, Vaillancourt Folk Art has granted 104 wishes and purchased 15 Fun Centers[34] for pediatric hospitals in New England. Vaillancourt Folk Art has been awarded from the Starlight Children's Foundation, Pediatric Division of University of Massachusetts Hospital, Retailers Association of Massachusetts, and other organizations.[35][36]

## Partnerships

[edit]

In 1992, Gary Vaillancourt worked with the Worcester County Convention & Visitors Bureau (WCCVB) to create the "Chain of Lights", which was a multi-town program where local businesses would coordinate efforts to promote their services.[37] In 1992, it stretched as far north as Westminster Village Inn and extended through Worcester and Sturbridge Counties. It included a meet-and-greet with Tom Bergeron, then of WBZ-TV.[38] Since 1992, with one trolley and four stops, today there are several trollies connecting towns, forming a "Chain of Lights" in Sutton.[39]

On January 24, 2010, History Channel's TV show American Pickers[40] featured a photograph of the Abraham Lincoln chalkware piece that was created for several museums, including Gettysburg, Ford’s Theatre, and The Lincoln Museum. Judi and Gary Vaillancourt unveiled the Abraham Lincoln piece, along with a Civil War Santa, on September 4, 2010, at the Gettysburg NMP Bookstore[41][42] after being asked by the museums to create commemorative figures based on the drawings of 1860s artist Thomas Nast.[43] In 2014, Vaillancourt Folk Art created the first Las Vegas Santa made exclusively for Wynn Las Vegas.

In 2010, Massachusetts State Administration and Regulatory Oversight held a hearing that would designate Vaillancourt Folk Art as the official state Christmas collectible maker.[44][45] Vaillancourt Folk Art designed a limited edition Chalkware Santa for the Sutton 300 (300th anniversary of the town of Sutton, Massachusetts) and for the Millbury Bicentennial Celebration (Millbury, Massachusetts) in 2010.[46]

Vaillancourt Folk Art and Byers' Choice partnered in 2012 to introduce Byers' Choice Caroler, designed in collaboration with another company.[47] The piece, Custom Christmas Artist Caroler, was introduced during the 17th annual Collector's Weekend at the Vaillancourt Studio by Bob Byers, Jr., President of Byers' Choice.[48][49]

## In popular culture

[edit]

In 1991, soap opera star Emma Samms and TV personality Tom Bergeron made their first appearance to the Vaillancourt studios. In April 26–27, author and illustrator Tasha Tudor spent a weekend at Vaillancourt Folk Art meeting fans and speaking on a panel about illustration and art. Tom Bergeron has made several appearances at the Vaillancourt Studios.[50][51]

## Awards

[edit]

* Awarded the Central Massachusetts Family Business Award by the Worcester Business Journal[52]
* Honoree of Gifts & Decorative Accessories REA Awards for 2010 Internet Retailer Award[53]
* Recognized by the Boston Business Journal as one of the 50 fastest-growing private companies in Massachusetts based on revenue growth from 2016 to 2019.[54]

## References

[edit]

1. ^ Staff Writer. (2011, November 21). Molding tradition: Vaillancourt folk art designs osv figurines from antique chocolate molds. Old Sturbridge Village Visitor, Winter, 10-11. Retrieved from http://www.osv.org/docs/VisitorMagazine2011-2012Fall-Winter-1.pdf
2. ^ Crews, B. (2009, August 25). Collecting chalkware santas from vaillancourt. About.com Guide, Retrieved from http://collectibles.about.com/od/holidaycollectin1/ss/vaillancourt_6.htm Archived July 7, 2011, at the Wayback Machine
3. ^ "It Happens Here: Sutton Shop's Christmas Ornaments Are A Work Of Art - CBS Boston". CBS News. December 6, 2019. Retrieved August 28, 2024.
4. ^ Tota, M. (2018, March 25). Vaillancourt Folk Art goes year-round with Christmas. Worcester Telegram and Gazette, pp. D3-D6. Retrieved March 26, 2018, from http://www.telegram.com/news/20180321/vaillancourt-folk-art-goes-year-round-with-christmas
5. ^ Hess, H. (2013, Fall). From chocolate to chalkware. Foodies of New England, 3(3), 124-125. Retrieved from http://digitaleditions.sheridan.com/publication/?i=177029&p=124
6. ^ Staff Writer. (2011, November 21). Molding tradition: Vaillancourt folk art designs osv figurines from antique chocolate molds. Old Sturbridge Village Visitor, Winter, 10-11. Retrieved from http://www.osv.org/docs/VisitorMagazine2011-2012Fall-Winter-1.pdf
7. ^ Decoteau, Randall. "It's beginning to look a lot like Christmas. Vaillancourt Folk Art Studio: Creating new ornaments from antique molds." New England Antiques Journal. DEC (2010): 24-27, 82-84. Print.
8. ^ Staff Writer. (1988, August). Folk artists. Early American Life, Cover, 17, 40, 46, 49-50.
9. ^ Staff Writer. (1989, February). Folk artistry. Colonial Homes, 53-68.
10. ^ Porcher, C. (2011, Spring). Sixteenth annual vaillancourt collector's weekend. Celebrate365, 11(1), 20.
11. ^ Rosch, T. (Ed.). (Christmas 2014). A Thirty-Year Tradition. Early American Life, 38-43.
12. ^ Staff Writer. (2007, October 14). Vaillancourt display takes out new space. Worcester Telegram & Gazette.
13. ^ Meindersma, S. (2014, September 21). Tradition breeds success at Vaillancourt Folk Art. Telegram & Gazette, p. 9.
14. ^ Mussulli , K. (Ed.). (2024, July). Vaillancourt folk art announces annual “christmas in july pop-up.” The New Uxbridge Times, p. 14.
15. ^ Porter, Laura. "All things Dickens: 'A Christmas Carol' defines the holiday." Worcester Living. Winter 2010: 103-106. Print.
16. ^ Boynton, D. (2009). A real Dickens: The Original's Great-Great-Grandson. TELEGRAM & GAZETTE —http://telegram.com/article/20091124/NEWS/911240393/1116 Archived November 29, 2009, at the Wayback Machine.
17. ^ Boynton, D. (March 5, 2010). Reluctant honor looms for folk art shop. TELEGRAM & GAZETTE — http://www.telegram.com/article/20100305/NEWS/3050528.
18. ^ Vaillancourt unveils new ornament collection from a name synonymous with Christmas. (2015, October 15). Millbury Sutton Chronicle, p. 12. <http://www.millburysutton.com/news/2015-10-15/News/Vaillancourt_unveils_new_ornament_collection_from_.html>.
19. ^ Ross, W. (2016, October). A Home Made for Christmas. Early American Life, 47(Christmas), 14-23.
20. ^ Staff Writer. "Luke Vaillancourt: vice president, Vaillancourt Folk Art". The Worcester Telegram & Gazette. Retrieved August 28, 2024.
21. ^ "Inbox [April 30]: News and notes from McGovern, Holy Cross, Venture Forum, Auburn Rotary, Anna Maria and city of Worcester". worcester.ma. April 30, 2017. Retrieved August 28, 2024.
22. ^ "Sutton biz owner joins national small business discussion". Worcester Business Journal. Retrieved August 28, 2024.
23. ^ Calabro, Joe. "Vaillancourt Folk Art to Celebrate Christmas Year Round With Brand Relaunch". GoLocalWorcester. Archived from the original on January 30, 2018. Retrieved August 28, 2024.
24. ^ Lee, R. (2018, October 26). Vaillancourt touts Christmas Wine as a holiday table embellishment. Blackstone Valley Xpress, pp. 1,16. Retrieved January 30, 2019, from http://theyankeexpress.com/content/vaillancourt-touts-christmas-wine-holiday-table-embellishment
25. ^ "The New Uxbridge Times - November, 2019 by The New Uxbridge Times - Issuu". issuu.com. November 1, 2018. Retrieved August 28, 2024.
26. ^ Fucci, Robert (May 24, 2018). "Vaillancourt Folk Art to sell collectible wines". The Millbury-Sutton Chronicle. Archived from the original on May 24, 2018.
27. ^ Tota, Matthew (March 25, 2018). "Vaillancourt Folk Art goes year-round with Christmas". The Worcester Telegram & Gazette. Retrieved August 28, 2024.
28. ^ Lee, R. (2019, May 24). Vaillancourt marks 35th with flurry of events and Traditions tribute book. Blackstone Valley Xpress, pp. 1-2. Retrieved May 28, 2019, from http://theyankeexpress.com/content/vaillancourt-marks-35th-flurry-events-and-traditions-tribute-book
29. ^ Busch, M. (2020, September 16). Vaillancourt Folk Art names new president. Retrieved September 23, 2020, from https://www.wbjournal.com/article/vaillancourt-folk-art-names-new-president
30. ^ Sanders, Sarah Connell. "The Christmas cruise subculture". The Worcester Telegram & Gazette. Retrieved August 28, 2024.
31. ^ Petrishen, Brad. "Cyber Monday morphs to Cyber Month". Milford Daily News. Retrieved August 28, 2024.
32. ^ Benoit, K. (2020, November 28). Vaillancourt Folk Art Starts Small Biz Saturday with German Holiday Market. Retrieved December 21, 2020, from https://www.mynews13.com/fl/orlando/news/2020/11/28/vaillancourt-art-sutton
33. ^ McKeon, Melissa (April 25, 2024). "Vaillancourt Folk Art celebrates 40th anniversary". The Millbury-Sutton Chronicle. Retrieved April 25, 2024.
34. ^ Staff Writer. (2011, June). Vaillancourt folk art introduces new fun center at umass memorial. The New Uxbridge Times, p. 9.
35. ^ Press Release: STARLIGHT CHILDREN’S FOUNDATION NEW ENGLAND HOSTS AN AFTERNOON TEA TO HONOR GARY AND JUDI VAILLANCOURT OF VAILLANCOURT FOLK ART, January 12, 2009. http://www.starlight.org/uploadedFiles/Starlight/NewEngland/WhatsNew/PressRoom/PressRelease_NEW_PursesAndPearls_01-12-09.pdf?n=1783
36. ^ Berg, T. (2009, February 2). 'Starlight Children’s Foundation New England Hosts Afternoon Tea to Honor Gary and Judi Vaillancourt'. eNewsChannels. - http://enewschannels.com/2009/02/02/enc5686_145526.php
37. ^ Donna McCabe. (1992). Chain of Lights. Worcester, MA; Worcester County Convention & Visitors Bureau.
38. ^ Thomas, B. (1993, December 8). Valley reaches peak during holidays. Telegram & Gazette, p. B2.
39. ^ Staff Writer (2008). Sutton Chain of Lights. MassHotspots.com — http://www.masshotspots.com/content/view/17/10/.
40. ^ Trading Up. (2011). The History Channel website. Retrieved 12:24, January 24, 2011, from http://www.history.com/shows/american-pickers/episodes/season-2. Aired January 24, 2011.
41. ^ http://www.facebook.com/pages/Gettysburg-NMP-Bookstore/150999888252345#!/permalink.php?story_fbid=147568885275543&id=150999888252345 [user-generated source]
42. ^ Arsenault, C. (2010, December 11). Sutton artist designs for 150th anniversary of civil war. Retrieved from http://www.thedailyauburn.com/Calendar-18303.113122_SUTTON_ARTIST_DESIGNS_FOR_150th_ANNIVERSARY_OF_CIVIL_WAR.html
43. ^ Staff Writer (2010, September 23). Neighbors. Telegram & Gazette, Retrieved from http://www.telegram.com/article/20100923/FLASH/9230550/1182/flash04&TEMPLATE=FLASH&WT_CAME_FROM=flash04
44. ^ Katzen, Bob (2010). Wicked Local: Allston-Brighton. Beacon Hill Roll Call: Driving bill targets those who text and senior citizens — http://www.wickedlocal.com/allston/news/x267282087/Beacon-Hill-Roll-Call-Driving-bill-targets-those-who-text-and-senior-citizens.
45. ^ Boynton, D. (March 5, 2010). Reluctant honor looms for folk art shop. TELEGRAM & GAZETTE — http://www.telegram.com/article/20100305/NEWS/3050528.
46. ^ Staff Writer. (2010, October 14). Bicentennial committee offers limited-edition folk art santa. Retrieved from http://www.telegram.com/article/20101014/FLASH/10140558/1182/
47. ^ Staff. (2012, April 27). Byers' choice introduces custom caroler to vaillancourt Gifts and Decorative Accessories, Retrieved from http://www.giftsanddec.com/article/550778-Byers_Choice_Introduces_Custom_Caroler_to_Vaillancourt.php
48. ^ Staff. (2012, April 25). Byers' choice to introduce custom caroler for vaillancourt folk art. Gift Shop Magazine, Retrieved from http://www.giftshopmag.com/press_release/2012/04/byers_choice_to_introduce_custom_caroler_for_vaillancourt_folk_art
49. ^ Parello, J. (2012, April 28). Vaillancourt folk art hosts weekend for “die-hard” christmas fans. GoLocalWorcester. Retrieved from http://www.golocalworcester.com/lifestyle/vaillancourt-folk-art-hosting-weekend-for-die-hard-christmas-fans/
50. ^ Sheehan, N. (2008, December). ‘Dancing’ host joins Starlight fundraiser. Worcester Telegram & Gazette.
51. ^ Staff Writer. (2011, June). Vaillancourt folk art introduces new fun center at umass memorial. The New Uxbridge Times, p. 9.
52. ^ O'Conner, Ellen. "Art With A Central Mass. Touch". Worcester Business Journal. 07 Jun. 2010. <http://www.wbjournal.com/news46567.html>.
53. ^ Kennedy, C. (June 7, 2010). "2010 Retailer Excellence Awards Finalists Named" Gifts & Decorative Accessories <http://www.giftsanddec.com/article/529383-2010_Retailer_Excellence_Awards_Finalists_Named.php>.
54. ^ Banks, D. (2020, April 9). Introducing the BBJ’s Fast 50, the region’s fastest-growing private companies. Boston Business Journal. https://www.bizjournals.com/boston/news/2020/04/09/exclusive-introducing-the-bbjs-fast-50-the-regions.html