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Preliminary identification

Valentine & Sons 'Flower Series' Postcard, No. 1 Rose, c. 1930s-1950s

Photo reference

2 uploaded photos

Overview

A vintage 'Real Colour Photograph' postcard featuring a lush arrangement of yellow and pink roses against a dark, atmospheric background. This piece belongs to the 'Flower Series' (No. 1) produced by the legendary Scottish firm Valentine & Sons, known for their high-fidelity photographic printing techniques.

Story

James Valentine, the firm's founder, was appointed Royal Photographer by Queen Victoria in 1868. By the 1930s, his company was a global empire, using 'Real Colour' technology to bring the vibrant hues of the British garden to mailboxes across the world. This specific card, 'No. 1' in the series, was the flagship of their floral collection.

Maker / Origin

Founded in 1851 in Dundee, Scotland, Valentine & Sons grew from a small engraving shop into one of the world's most prolific postcard publishers. They were pioneers of the 'Golden Age' of postcards, at one point producing over 3 million cards a week.

Condition & Value

The postcard appears to be in excellent, unposted (mint/near-mint) condition with crisp edges and no visible foxing or staining. The lack of a postmark or writing on the reverse preserves its full decorative value. Excellent condition for paper ephemera of this age is a significant plus for collectors.

Full Research

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Sold comps, value drivers, and venue guidance pulled from recent auction results.

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Market Analysis

Comparable demand stays strongest where maker, originality, and venue confidence line up. Broader examples still trade, but the range tightens quickly when provenance, condition, or selling lane fit is missing.

Value Drivers

  • ▲ Strong maker attribution with credible period details
  • ▲ Better-than-average condition for the category
  • ▲ Broader demand rises when presentation and finish feel intact

Concerns

  • ▼ Decorative-only demand limits the ceiling
  • ▼ Surface wear or missing provenance can compress the range fast
  • ▼ Regional sale lanes often underperform specialist venues

Best Venue

Specialty auction or a focused dealer with buyers already in this lane.

Comparable Sales

5 comps

Regional auction

· Jun 2024

Signed example with light edge wear and original frame.

$1,280

SOLD

Dealer archive

· Mar 2024

Comparable format with stronger provenance and cleaner surface.

$1,450

SOLD

Marketplace sale

· Jan 2024

Smaller related piece with visible craquelure and trimmed margins.

$980

SOLD

Estate platform

· Oct 2023

Period match with softer condition and weaker subject matter.

$1,150

SOLD

Auction result

· Aug 2023

Close market lane comp with similar material and presentation.

$1,375

SOLD