With Valentine’s Day fast approaching, Kendra Keller’s work involves a whole lot of love.

For the 36-year-old is head of romance at Bradford-based greetings cards giant Hallmark.

She heads up the team putting together verses and designs for cards sent on romantic occasions – the highlight of the year being, of course, Valentine’s Day.

More than four in five Yorkshire people will send a Valentine’s card to their loved one on Monday, according to Hallmark.

Miss Keller said: “I work with a staff of writers who are brilliantly talented.

“We write the verses from scratch or use a classic if it’s done well.”

She said plans for Valentine’s Day begin well in advance of the occasion, with her staff already having begun research in advance of next year’s February 14.

“We look at how people are celebrating,” she said. “Are they using different words, the fashions, we look at products that are being sold and how they are advertising, all kinds of different things. And we keep an eye online, using social networking.”

Hallmark’s statistics also show four in five Yorkshire people are in a relationship, and almost half of the region’s residents will send a message to their partner at least once a day.

Three in five people in Yorkshire have made a gift for their Valentine and almost a quarter have written a poem.

  • Read the full story in Friday’s T&A