The unique Norwich tradition of St Valentine’s Eve was delightfully rediscovered and shared in July 2012 by The Bridewell Museum when it re-opened its doors after a 3 year closure and a £1.5 million facelift. Visitors to the museum can now view exquisite Victorian Valentine’s cards and a selection of opulent gifts which were purchased in the run up to St Valentine’s and anonymously given on 13 February, St Valentine’s Eve.

The museum, now vibrant, light, airy and inviting with a beautifully restored courtyard and stunning galleries, will be open for the first time in three years for Valentine’s in 2013, making it the perfect romantic destination for any lover.

St Valentine’s Eve was a truly exciting and thrilling Victorian tradition particular to Norwich. Victorian visitors to the city were often puzzled to find the shop windows crammed with gifts in early February.  Norwich had its own special celebrations, its ‘one brilliant institution’ on 13th February, St. Valentine’s Eve.  For weeks beforehand newspapers were full of advertisements for ‘Useful and Ornamental Articles Suitable for the Season’ available from local retailers.

Shops took on extra staff and London Street bustled with people making secret purchases. Clocks, umbrellas and workboxes, vases, tea caddies and albums, shawls, jigsaw puzzles and writing desks were all bought as Valentine gifts. Just as at Christmas time, young and old were included in the festivities.

As soon as it got dark on St. Valentine’s Eve, people began knocking on doors and leaving presents on doorsteps.  Gifts were presented anonymously, labelled only ‘Good Morrow Valentine’.  Practical jokers rang doorbells and ran off, or left mock parcels which were whisked away by invisible strings when someone tried to pick them up.  Indoors there were excited shrieks, flushed faces and much laughter as parcels were examined for clues to the giver’s identity.  Valentine’s Eve really was ‘a glorious time in Norwich.’

“We do not here content ourselves with lace-cut papers, but everybody sends everybody real presents anonymously; and, as on all gift-bestowing occasions, the children come in for the lion-share.” Valentine’s Eve in Norwich by Helen Downes, 1862

‘I am inclined to believe that this mode of keeping St. Valentine is confined to this city.’ Notes and Queries, March 9th 1850

Hannah Henderson, Curator of Community History at The Bridewell Museum said “We are delighted to offer the unique story of St Valentine’s Eve here at The Bridewell Museum, both for new visitors to Norwich and its residents. The beautiful displayed cards are works of art and it is rare to get a glimpse into the celebration of Valentine’s at a time when it was a little more sincere and tasteful.

To help spread the love, The Bridewell will be offering St Valentine’s Eve themed children’s activities during February half term, independent shops in the Norwich Lanes and The Norwich Cathedral Quarter are being encouraged to creatively decorate their shop windows and the ever popular 2nd Air Division Memorial Library located at The Forum will offer an exhibition of photographs, letters and other documents from their archive relating to the war time romantic relationships between Norfolk residents and American Air Force personnel during WW2. The library is also requesting people to come along and share their wartime romantic memories of the American GIs in Norfolk.”

Nick Bond, Head of Tourism at VisitNorwich said “We are hoping to see a gradual return to the unique celebrations in Norwich of St Valentine’s Eve as its residents and local businesses become more familiar with this captivating love story. This is interesting to everyone; it’s an intriguing new strand to Valentine’s and one that encompasses the whole family and not just lovers. The Bridewell Museum is an amazing new attraction in Norwich, it’s a treasure trove of collections and stories about Norwich and it brings the city’s fascinating people and past to life. We always recommend a trip to The Bridewell Museum to really get to know what we are all about!”

Melanie Cook, PR Executive at VisitNorwich said “We are actively encouraging hotels, restaurants and other attractions to participate in the celebration of St. Valentine’s Eve with special offers, themed menus, events and activities between 1 – 24 February 2013, watch our website for more details www.visitnorwich.co.uk.”

VisitNorwich is the destination management organisation for the Norwich area. It is a private/public sector partnership and a not for profit organisation whose sole focus is to promote and develop the destination and support its members through collaborative marketing, research, information and business advice.

 

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