About Vaillancourt Folk Art of Sutton, Massachusetts

Our Mission

Our mission is to create the highest quality, fine art Christmas collectibles in the world.

We are dedicated to our fine art that stand the test of time, becoming cherished heirlooms for generations. Judi Vaillancourt’s chalkware, crafted using traditional methods and hand-painted in Massachusetts, and Luke M. Vaillancourt’s mouth-blown, hand-painted ornaments made in Poland, reflect our commitment to blending history, tradition, and contemporary artistry while honoring values and community. Our year-round Retail Gallery further celebrates this dedication, featuring a thoughtfully curated selection of goods from around the world, ensuring a distinctive and meaningful shopping experience that captures the spirit of craftsmanship and creativity.

It’s hard to tell when a tradition begins…™

A Brief History of Traditions

Vaillancourt Folk Art began in 1984 when Judi Vaillancourt, a classically trained artist with a deep appreciation for antiques and Christmas, reimagined the Victorian art form of chalkware by developing her own process. Pouring liquid chalk into antique confectionery moulds—originally used for candy, ice cream, and chocolate—she applied her fine art painting techniques to create intricate, three-dimensional collectible figures. These first pieces, primarily Santas and rabbits, were quick to sell out at folk art shows and craft fairs across the country. Seeing the potential, Gary Vaillancourt left his career in high-tech to support this new endeavor, and together they transformed their circa 1700s home into a full-fledged studio: pouring chalk in the kitchen, painting in the dining room, and packing shipments from the bedrooms.

As demand rapidly grew, they renovated their basement to accommodate a team of artists. In 1987, needing even more space, the Vaillancourts purchased an 1820s farmhouse just a few miles away to serve as their new headquarters. The building housed the production studios, offices, and their first dedicated retail store, which became a destination featuring other prominent American artists such as Christopher LaMontagne, Judie Tasch, and Tasha Tudor. During this time, Vaillancourt chalkware also found favor with television personalities like Tom Bergeron and Emma Samms, reflecting its growing cultural appeal.

The early 1990s brought international attention—and imitation. In response to mass-produced knockoffs, Judi and Gary doubled down on quality. “It was very hard pressed for an American company to compete with the price of Chinese manufacturing, so we had to take the fight to where they couldn’t compete: quality,” Gary reflected. Rather than lowering prices, the Vaillancourts focused on elevating craftsmanship and detail, reinforcing the brand’s position as a fine art collectible.

The company’s national reach expanded further in 1989 when they began wholesaling their chalkware line, followed by the introduction of their first ornament collection—at that time German—for Nordstrom in 1992.

In 2007, their son Luke M. Vaillancourt officially joined the business, bringing with him a focus on digital growth and long-term strategy. Amidst a retail landscape transformed by post-9/11 shifts—where independent gift shops closed and major retailers altered buying practices—Luke helped Vaillancourt Folk Art pivot toward direct-to-consumer channels, enhancing both eCommerce and the in-store experience.

That same year, the company moved into its current home: a 12,000 square foot space within a historic textile mill in Sutton, Massachusetts. This open-concept space allows for greater efficiency in production, a museum-quality retail gallery reminiscent of old department store displays, and an immersive visitor experience. Customers can view the hand-painting process in real time and explore the Christmas Museum, which not only showcases the full history of Vaillancourt chalkware but also displays the Vaillancourts’ personal collection of over 3,000 antique chocolate moulds.

In 2022, Luke officially became President of Vaillancourt Folk Art, continuing the legacy while positioning the business for future generations. Under his leadership, the company has strengthened its emphasis on sustainability, American-made artistry, and high-touch customer experiences. His first action as leading the company was the strategic decision to close its wholesale showroom and—after selling out of its wholesale inventory early in the season—announced that it would no longer accept new wholesale accounts. This shift allows the team to focus more deeply on serving longstanding retail partners while growing its direct-to-collector presence through its Retail Gallery, online store, and signature events.

Today, Vaillancourt Folk Art remains one of the few fine art studios where each piece is handcrafted, hand-poured, and hand-painted in America. Our chalkware and ornaments are found in the nation’s most respected retailers, museums, and catalogs—but our heart remains in Sutton, Massachusetts, where we continue to create tradition, one piece at a time.

At a time when many businesses have faded, we celebrated our 40th anniversary in 2024. We believe our endurance is a reflection of something greater than product—it’s a testament to the families who value craftsmanship, seek meaning in holiday traditions, and understand that some things are worth preserving and passing down. As Luke often says: “We live in a disposable world, where it’s not uncommon for people to buy and discard. Our goal isn’t just to create beautiful fine art; it’s to begin a tradition that will be passed down to the next generation.”

A Comprehensive Film of “A Made in Massachusetts Christmas Tradition”