A note from Gary Vaillancourt:

Judi and I are honored that Rep Callahan has chose to honor Vaillancourt Folk Art with this legislation. Jennifer has always done what she can to assist local business and she has been a great advocate for Vaillancourt and our American Employees. While to some it may come across as a meaningless award, the reality is that this designation would go a long way in assisting our company to survive and grow in this marketplace. It is nice to know that a state Representative cares enough about her constituents to pursue such legislation.

Reluctant honor looms for folk art shop

Friday, March 5, 2010 — By Donna Boynton TELEGRAM & GAZETTE STAFF

A grouping of holiday chalkware at Vaillancourt Folk Art. (T&G Staff File Photo/MARK C. IDE)

SUTTON —  In the billion-dollar industry that is Christmas, Vaillancourt Folk Art is a rarity.

And in Massachusetts, it is one of a kind.

To honor the success of the local small business and for its contributions to cultural tourism in the state, Rep. Jennifer M. Callahan, D-Sutton, has sponsored a bill that would make Vaillancourt Folk Art the official Christmas ornament and collectibles maker of Massachusetts.

“To be honest with you, it’s kind of embarrassing,” said Gary Vaillancourt, who with his wife, Judi, started Vaillancourt Folk Art in 1984. “I feel kind of awkward with all this economic turmoil to have something like this before the state Legislature.”

However, Ms. Callahan said she is proud to recognize the entrepreneurial spirit of a family that has built a small company of international renown that happens to make its home in Massachusetts, in her district.

“Vaillancourt Folk Art is a family business that has been capable of mass producing collectibles being done by a handful of educated, trained artists,” said Ms. Callahan. “And this particular business is done with the notion that these pieces of handmade art will be passed down as a family tradition.”

Vaillancourt Folk Art is one of the few remaining small Christmas ornament and collectible manufacturers in the country, and the only one in Massachusetts, a state once heralded for its manufacturing.

In 1989, there were more than 100 collectible artisans across the country.

In the early 1990s, individual artists started to license their pieces to the larger Christmas ornament companies, such as Dept. 56, and the number of smaller companies started to decline.

Today, there are only two others similar to Vaillancourt, Buyers Choice in Pennsylvania and Lynn Haney Collection in Texas.

“If you look at us, we are a niche; we are a Christmas niche,” Mr. Vaillancourt said. “And there are a few of us remaining.

“If you look at the huge industry, it’s a struggle to compete with the Chinese marketplace. We can’t do it with price, but we do it with quality,” he said.

“We are certainly one of the higher-end marketplaces, and that separates us from the Chinese,.” he said.

Ms. Callahan said the bill being reviewed will have to advance through the legislative process for a vote.

“In this economy it is important to keep this tradition alive, and keep a small business humming,” said Ms. Callahan.

“It is the uniqueness of Vaillancourt Folk Art that speaks to why it should be the official Christmas ornament and collectibles maker.

“This is a good economic action, and is helpful to the commonwealth in advancing cultural tourism,” she said.

Each year, the Vaillancourt Gallery is decorated to emphasis the splendor of the holiday season. This years’ Christmas decorations at Vaillancourt Folk Art is a celebration of Charles Dickens’ A Christmas Carol. A Gingerbread themed canopy bed, sparkling “Icy” dining room, a walk through a wintry garden and even a Victorian Dickens’ office all bring a feeling of the perfect Christmas past or present.

Vaillancourt Folk Art is the perfect place to enjoy your Christmas shopping and give a gift that may start a tradition in your family, as it has for hundreds of families around the nation.

Sutton, MA. Vaillancourt Folk Art in Sutton has created a rich visual holiday experience with a 1950’s style window display that entices customers to come in and to feel good about Christmas.

A glittering dining room table ornately set and ready for guests and Christmas trees covered with ornaments convey the feel of bygone department stores and their large glass windows. Decades ago, workers known as “window dressers” spent long hours carefully placing items in store fronts to attract customers with the visual delight and excitement of the holiday. Today, Vaillancourt Folk Art’s carefully constructed and expertly lit display conjures that same big city feel but it is nestled in the massive granite walls of the circa 1826 mill building in the village of Manchaug

“We want people to feel good about this holiday,” company president Gary Vaillancourt said, “and we wanted to create the feeling that you would get when you walked past one of those stores. No matter what your circumstance, the windows drew you in and made you part of the promise of Christmas. We know everyone is worried about the economy today, but at the same time we need to hold on to our traditions, too.”

Vaillancourt Folk Art specializes in highly stylized chalkware figures that are cast on site in their studio. Confectionary and chocolate molds are used to produce figures depicting Old World Santas while modern molds tend to capture whimsical concepts like Santa driving a car instead of a sleigh. Designs are then carefully hand painted onto each piece. Over the years they have become highly desirable among collectors.

The retail and studio space at Manchaug Mills also includes a museum that chronicles the company from its early days 25 years ago to the present. For those interested in the history of Santa Claus, designer Judi Vaillancourt has assembled the different figures from European nations – Germany, Italy, Poland and others – so visitors can see how Father Christmas has evolved over the years to become the modern day American figure most familiar to millions of children.

“We have taken great care to make sure our customers come in to our store and studio and experience Christmas,” Vaillancourt said. “We are proud to be a Massachusetts manufacturer and to offer our customers decorative holiday items that are made in America. We are here to help them start their own traditions and to experience Christmas the way it used to be.”