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.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.pdfCrews, B. (2009, August 25). Collecting chalkware santas from vaillancourt. About.com Guide, Retrieved from http://collectibles.about.com/od/holidaycollectin1/ss/vaillancourt_6.htm Vaillancourt Folk Art has over 3,000 antique moulds that date back as early as 1850.
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.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
History
Early history 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,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 before developing a process to create solid chalkware figures.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.pdfDecoteau, 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. 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.Staff Writer. (1988, August). Folk artists. Early American Life, Cover, 17, 40, 46, 49-50.
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.Staff Writer. (1989, February). Folk artistry. Colonial Homes, 53-68. 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.Porcher, C. (2011, Spring). Sixteenth annual vaillancourt collector's weekend. Celebrate365, 11(1), 20. Vaillancourt Folk Art later launched its website in 1998.
2000–present In 2007, Vaillancourt Folk Art moved to a 10,000-square-foot location in a 19th-century mill.Rosch, T. (Ed.). (Christmas 2014). A Thirty-Year Tradition. Early American Life, 38-43.Staff Writer. (2007, October 14). Vaillancourt display takes out new space. Worcester Telegram & Gazette. 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.Meindersma, S. (2014, September 21). Tradition breeds success at Vaillancourt Folk Art. Telegram & Gazette, p. 9. 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.Mussulli, K. (Ed.). (2024, July). Vaillancourt folk art announces annual “christmas in july pop-up.” The New Uxbridge Times, p. 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".Porter, Laura. "All things Dickens: 'A Christmas Carol' defines the holiday." Worcester Living. Winter 2010: 103-106. Print. 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.Boynton, D. (2009). A real Dickens: The Original's Great-Great-Grandson. TELEGRAM & GAZETTE —http://telegram.com/article/20091124/NEWS/911240393/1116 . In 2010, Vaillancourt Folk Art was nominated to be the official Christmas ornament and collectibles maker of the Commonwealth of Massachusetts.Boynton, D. (March 5, 2010). Reluctant honor looms for folk art shop. TELEGRAM & GAZETTE — http://www.telegram.com/article/20100305/NEWS/3050528. In 2015, Vaillancourt Folk Art introduced a Dickens-themed glass ornament line: the A Christmas Carol collection.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>. In 2016, Luke M. Vaillancourt assumes the position of Vice President of Operations.Ross, W. (2016, October). A Home Made for Christmas. Early American Life, 47(Christmas), 14-23. 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.
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. Vaillancourt launched a Christmas Blend Coffee and limited editionLee, 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 Christmas Wine, which are sold within their retail gallery in Sutton. In 2018, Vaillancourt's retail business accounts for nearly 60% of business revenue, "with most of the retail sales occurring online."
In 2019, Vaillancourt Folk Art celebrated their 35th anniversary by releasing a book titled It's Hard To Tell When A Tradition Begins: A Vaillancourt Christmas.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 Luke M. Vaillancourt named the new president to "take over Gary's role, with Gary moving into an advisory position."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 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. Later, Vaillancourt introduced a series of outdoor Mini German Christmas Wine Markets.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 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.
Divisions 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 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 CentersStaff Writer. (2011, June). Vaillancourt folk art introduces new fun center at umass memorial. The New Uxbridge Times, p. 9. 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.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=1783Berg, 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
Partnerships 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.Donna McCabe. (1992). Chain of Lights. Worcester, MA; Worcester County Convention & Visitors Bureau. 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.Thomas, B. (1993, December 8). Valley reaches peak during holidays. Telegram & Gazette, p. B2. Since 1992, with one trolley and four stops, today there are several trollies connecting towns, forming a "Chain of Lights" in Sutton.Staff Writer (2008). Sutton Chain of Lights. MassHotspots.com — http://www.masshotspots.com/content/view/17/10/.