While Valentine's Day can be criticised as a marketing gimmick by the cynics among us, millions choose to celebrate the holiday of love each year - and according to the Greeting Card Association's annual report, 19 million Valentine's Day cards were sold in the UK alone last year.
A simple card with a blank space inside might be preferred by those who feel comfortable coining their own message to express their emotions, but for those that need a bit of extra help, that's where Adam Yare comes in.
The 38-year-old has worked at Hallmark as a writer for nine years, and is now the Writing Director. The card company offers more than 1,400 varieties of greeting cards for Valentine's Day and Adam says it's one of their biggest and busiest periods.
