Sincerely, Valentines – From Postcards to Greetings Cards

Discover the history behind one of Dundee's most fascinating design success stories, Valentines.

Ran from 2 July 2022 until Sunday 14 May 2023

Michelin Design Gallery


Sincerely, Valentines – From Postcards to Greetings Cards tells the story of Scotland’s most pioneering and successful commercial photographers, best known for popularising the holiday postcard on a global scale.

Founded in 1825 in Dundee, Valentines capitalised on rapid developments in photography, printing and tourism in the early 20th century to create a fascinating body of work and a vibrant industry, quickly becoming one of Dundee’s largest employers.

Developed in collaboration with University of St Andrews and curatorial practice Panel, the exhibition features rare photographs, historic postcards, promotional company magazines, booklets and greetings cards from the James Valentine photographic collection and private lenders including former employees of the firm.

Central to the exhibition is new work from designer Maeve Redmond who has created a series of oversized postcards in response to the vast Valentines archive print collection, and a new film by Rob Kennedy focusing on the stories and experiences of those who worked for Valentines, highlighting the important contribution Valentines made to Dundee’s social, cultural and industrial heritage.

Did you or your family work at Valentines? We are gathering memories about life at the factory, and its significance to Dundee. We would love to hear from you! Contact us at valentines@vandadundee.org

We are also offering Greetings from Dundee, free workshops that provide therapeutic exploration, aimed at older adults in the community with degenerative conditions or at risk of social isolation. Learn more here.

This free display is in the Michelin Design Gallery in the upper foyer of the museum. Exhibition design by Rob Kennedy.

Supported by

Supported by players of People's Postcode Lottery, Awarded funds from Postcode Culture Trust
Players of People's Postcode Lottery

Exhibition by

University of St Andrews
University of St Andrews
Panel is supported by Creative Scotland
Panel is supported by Creative Scotland

Funded by

The William S Phillips’ Fund
The Alexander Moncur Trust
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