# Vaillancourt Folk Art

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. 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.

## 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, before developing a process to create solid chalkware figures. 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.
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. 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. 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. 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. 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.
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". 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. In 2010, Vaillancourt Folk Art was nominated to be the official Christmas ornament and collectibles maker of the Commonwealth of Massachusetts. In 2015, Vaillancourt Folk Art introduced a Dickens-themed glass ornament line: the A Christmas Carol collection. In 2016, Luke M. Vaillancourt assumes the position of Vice President of Operations. 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 edition 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 Traditions Begins: A Vaillancourt Christmas. Luke M. Vaillancourt named the new president to "take over Gary's role, with Gary moving into an advisory position." 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. 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 Centers 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.

## 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. 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. Since 1992, with one trolley and four stops, today there are several trollies connecting towns, forming a "Chain of Lights" in Sutton.
On January 24, 2010, History Channel's TV show American Pickers 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 after being asked by the museums to create commemorative figures based on the drawings of 1860s artist Thomas Nast. 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. 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.
Vaillancourt Folk Art and Byers' Choice partnered in 2012 to introduce Byers' Choice Caroler, designed in collaboration with another company. 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.

## In popular culture

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.

## Awards

* Awarded the Central Massachusetts Family Business Award by the Worcester Business Journal
* Honoree of Gifts & Decorative Accessories REA Awards for 2010 Internet Retailer Award
* 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.