Arlette Torres

Editor for Sinceramente Hallmark

Hallmark editor delights, takes pride in her job

¿Cómo se dice gracias? How do you say thank you? When card-senders ask Arlette Torres, she says, "Se dice Sinceramente Hallmark." Say it with Sinceramente Hallmark.

Torres is editorial director for Sinceramente Hallmark, an extensive line of more than 2,500 Spanish-language cards. The line captures the colors of Hispanic culture, expression, and relationships and is especially relevant to the Spanish-speaking and bilingual consumers, like Torres.

As she speaks, she weaves in and out of English and Spanish, laughs long, and sounds like she's wearing a smile. She believes she has the best job in the world.

"Every day I come to work knowing the fruits of my effort will bring smiles, laughter, and comfort to thousands of Hispanic hearts. Palabras (words) will be unspoken, miradas (eyes) will mist, corazones (hearts) will soar, sonrisas (smiles) will bloom, and abrazos (hugs) will warm Latinos along the way."

Born in Torreón, Coahuila, México, Torres is deeply passionate about celebrating her Hispanic heritage. "Our cards overflow with expresión, color y calor hispano," Torres says. "The things we say, the way we say them, the colors we splash, the textures we choose – they all mean something special to our Hispanic consumer."

Torres joined Hallmark after working as a writer and creative director at multicultural advertising agencies. She has won more than 30 advertising creative awards and her client list is impressive: Daimler Chrysler-Jeep, Mary Kay Cosmetics, Verizon Wireless, Continental Airlines, AT&T, and Corona. For Daimler Chrysler, she pioneered "crossover" spots, ads created for Spanish-language media, but so loved by Chrysler, they aired the spots nationally on general market media.

Torres is dedicated to staying in touch with her Hispanic consumers and will accompany her Sinceramente Hallmark creative team to San Antonio, Texas, for four days of cultural immersion. She relishes the opportunity to create cards that, as she says, capture a piece of the heart, a breath from the soul, and the brilliant color of the Hispanic spirit. She can hardly wait to go to work in the morning: "I get to talk, talk, and talk about what I love most – Hispanic culture and Spanish language – for a company I love, Hallmark."