US #3274
1999 Victorian Flower Heart & Lace (single stamp) – Love Series
- The 1999 Love stamps were the first cut-to-shape self-adhesive stamps issued by the US
- Issued alongside US #3275 which covered the 2-ounce First Class Mail Rate
- According to plate number expert Robert Rabinowitz, this is the first time the digit “0” was used to denote a plate number since the advent of codes 20 years earlier
Stamp Category: Commemorative
Series: Love
Value: 33¢ First Class Mail Rate
First Day of Issue: January 28, 1999
First Day City: Loveland, Colorado
Quantity Issued: 1,000,000,000
Printed by: Avery Dennison of Clinton, South Carolina
Printing Method: Photogravure
Format: Panes of 20 (Vertical arranged horizontally 5 across, 4 down with horizontal peel-off strip between second and third horizontal rows)
Perforations: Die-cut to shape
Tagging: Phosphored Paper
Why the stamp was issued: After the USPS declined to produce a new Love stamp in 1998, demand for a new one was high, so they issued two in 1999, the 33¢ 1-ounce First Class Mail Rate stamp and the 55¢ 2-ounce First Class Mail Rate stamp.
About the stamp design: The stamp design is reminiscent of the Victorian era with lace paper background and heart-shaped wreath of roses, lilies of the valley, and green leaves. The floral heart design is from a Valentine greeting card by an unknown artist, circa 1895, embossed and chromolithographed in nine colors. The 1999 Love stamps were the first cut-to-shape self-adhesive stamp issued by the United States.
Special design details: Designed in collaboration between art director Richard Sheaff and artist John Grossman of Sausalito, California. Both were known for their collections of fine printed and handwritten paper artifacts from the 19th and early 20th centuries. Grossman also was the founder of the John Grossman Collection of Antique Images which have been used for several Love, Christmas, and holiday stamps of the United States.
First Day City: The First Day of Issue Ceremony was held at the Rialto Theatre in Loveland, Colorado, the same city used for the 1992 29¢ Love stamp. The town is nicknamed “America’s Sweetheart City” and its’ postmark is a favorite for Valentine’s Day correspondences.
About the Love Series: Based on the popularity of Christmas stamps, the USPS issued its first Love stamp in 1973. It wasn’t intended to be the start of a series, and, in fact, it wasn’t until 1982 that another Love stamp was issued. Love-themed stamps were issued sporadically over the next few years. The USPS stated that they weren’t intended just for Valentine’s Day mail, but also for weddings, birthdays, anniversaries, and other special occasions. In 1987, the USPS officially declared it a series, and new Love stamps have been issued nearly every year since. Love stamps are on sale longer than most commemorative stamps and are usually printed in greater quantities. They have sometimes been known to go back to press for additional printings if demand is sufficient.
History the stamp represents: For most of its history, the USPS (and earlier US Post Office Department) stuck to conventionally shaped stamps (squares and rectangles). They made a major leap in 1997 when they issued their first triangle stamp for the Pacific ’97 stamp show.
On January 28, 1999, the USPS issued a pair of Victorian Love stamps for use on wedding invitations and reply cards, Valentines, or other happy greetings. Each design carried a Victorian lace heart and the perforations were die-cut to match these shapes – the first time the US had ever done this. The top of each stamp follows the outline of the heart, while the bottom is scalloped to match the lace design.
The 1999 Love stamps proved popular with the public. One USPS representative said, “There’s been a tremendous response to this stamp for two reasons: the artwork is beautiful and this is the first time it is a die-cut.” One postal worker said that they were the prettiest stamps they’d ever seen and were a big hit, especially with brides.
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