It was the postcard craze in 1903 that inspired Joyce to venture into the wholesaling of postcards from his retailing of various items. It was in 1915 that Hall together with his brother Rollie started marketing Valentine’s Day and Christmas cards. They also created the modern wrapping paper. From a staff of 4, the business grew to a manpower of 120 people in 1922. They also increased their market from holiday cards to everyday greeting cards.
It was in 1928 that the company adopted its current name. It was patterned after the symbol of goldsmiths in London in the 14th century. It was also on the same year that they started printing their logo at the back of each card. Together with these events, they also became the first greeting card maker to advertise their product nationally. It was Joyce himself who created their ad that got printed in Ladies’ Home Journal.
Hallmark Cards as a company is no longer just in the business of creating greeting cards as they have ventured into the production of other materials for arts and crafts. They have art supplies and stationeries that are marketed in over 100 countries. The brand name Crayola is also a subsidiary of the company. To date, the business is considered as one of the largest privately owned companies in the United States with estimated annual revenue of $3.78 billion.