Mahogany
| The Mahogany brand from Hallmark provides the most extensive offering of cards available for African-American consumers. |
| The top five markets for Mahogany card sales (in retail dollars) are:
1) Washington, DC, 2) New York, 3) Chicago, 4) Atlanta, 5) Philadelphia. |
| By 2011, African Americans will account for nearly 13 percent of the U.S. population and 9 percent of the U.S. buying power. (Source: 2002 Yankelovich Monitor data) |
| Hallmark began offering cards relevant for African Americans in the 1960s and introduced the Mahogany line in 1987. |
Product Features
- Mahogany features nearly 1,000 cards to help African Americans honor their relationships in innovative, compelling and culturally-relevant ways. The line features cards appropriate for both adults and children.
- Mahogany offers cards for several seasons – Valentine's Day, Easter, Mother's Day, Father's Day, graduation, Christmas and Kwanzaa – as well as a full range of everyday occasions, such as birthday, thinking of you, get well, wedding, anniversary, sympathy and more. The line also includes Christmas boxed cards.
- Sentiments range from religious to humorous and poetic to casual.
- Mahogany’s Sister to Sister line enables African-American women to share feelings of appreciation and support with friends. The cards feature bold, vivid colors and warm, conversational sentiments for birthday, friendship, encouragement, wedding, baby, and more.
- DaySpring® Inspired by Mahogany is designed to meet the spiritual needs of African Americans. The line features inspirational and evangelical cards for everyday occasions such as birthday, friendship, wedding and sympathy, as well as religious occasions such as baptism and ministry appreciation.
- Mahogany offers a stationery line that features contemporary design styles and a fresh color palette, satisfying a wide range of consumer needs.
- A variety of free Mahogany e-cards with animation and sound are available at Hallmark.com.
Product History
Hallmark has been creating cards that speak to African-American culture since the 1960s. The company first introduced the Mahogany name in 1987 as a 16-card promotion. Mahogany became a year-round brand offering both everyday and seasonal cards in 1991.
Through the years, Mahogany has collaborated with well-known African-American figures. The brand also partnered with the U.S. Postal Service in 1999 to celebrate the accomplishments of African Americans in history through the Legacy of Greatness cards that coordinated with the collectible postage stamps of the same name.
DaySpring Inspired by Mahogany cards were created in 2002 by Hallmark subsidiary DaySpring for placement in the Christian Bookstore channel. In 2005, Hallmark decided to offer the popular card line to all stores.
Mahogany Sister to Sister was first offered in 2003 and again in 2004 as a temporary card line during the summer months. Due to its popularity with consumers, Hallmark decided to make the collection a permanent part of the Mahogany family of cards in 2005.
In 2007, the Mahogany team created a limited-edition, six-card collection celebrating 20 years of providing culturally rich product in the greeting card industry.
In Stores
Use the store locator on Hallmark.com or call 1-800-650-4505 to locate the nearest Mahogany retailer.