Seaward’s Hand-coloured Postcards of Mt Maunganui

Coastal Scene, Mount Maunganui, N.Z., c. 1950s-early 1960s
Hand-coloured postcard published by N.S. Seaward, Broad Bay, Dunedin
Image courtesy of Fiona Kean, private collection

Hand-coloured postcards of New Zealand scenic views had been around since the early 1900s, but were overwhelmed by inexpensive collotype-printed cards imported from Bavaria and Saxony. When the supply from Germany dried up on the outbreak of the Great War, hand-coloured real photo postcards were produced in numbers once more, and remained popular for some years after the war had ended.

Ocean Beach, Mount Maunganui, N.Z., c. 1950s-early 1960s
Hand-coloured postcard published by N.S. Seaward, Broad Bay, Dunedin
Image courtesy of Fiona Kean, private collection

After the Second World War, during which there had been a dearth of postcards available for purchase, the National Publicity Studios became the most significant contributor to the market. Along with the increased demand for postcards, there was a resurgence in the popularity of hand-coloured images. It did not take long for other photographers and publishers to join the fray.

Mount Maunganui, N.Z., c. 1950s-early 1960s
Hand-coloured postcard published by N.S. Seaward, Broad Bay, Dunedin
Image courtesy of Fiona Kean, private collection

One of these was Neville Stephen Seaward, whose postcards published from his home base in Broad Bay, Dunedin feature widely in institutional and private collections around the country, and presumably overseas. Seaward was born in Christchurch in 1913, and started photographing scenery with his first camera aged seventeen.

Coastal Scene, Mount Maunganui, N.Z., c. 1950s-early 1960s
Hand-coloured postcard published by N.S. Seaward, Broad Bay, Dunedin
Image courtesy of Fiona Kean, private collection

He married in 1948, moved to Dunedin with his wife Gwen, and three years later they started up a business from their home, printing, publishing and selling postcards of photographic views that he had accumulated.

Coastal Scene, Mount Maunganui, N.Z., c. 1950s-early 1960s
Hand-coloured postcard published by N.S. Seaward, Broad Bay, Dunedin
Image courtesy of Fiona Kean, private collection

At an early stage Neville started making annual trips to Rotorua and elsewhere on the North Island to increase the portfolio of views which were soon in great demand. All of the postcards were printed in black-and-white from their home, and a proportion were hand-coloured with simple watercolour washes. Unfortunately serial numbers were not printed on any of the cards, so there is currently no assessment of the numbers of individual views produced country-wide. 

Mount Maunganui, N.Z., c. 1950s-early 1960s
Hand-coloured postcard published by N.S. Seaward, Broad Bay, Dunedin
Image courtesy of Tauranga City Library’s Pae Korokī, Ref. 99-027

From 1951 onwards he also published several guide books of tourist destinations, illustrated with his own photographs. Colour slide views (probably Kodachrome) were added to the repertoire in 1954, sold loose in the same manner as the postcards, and the business continued to thrive into the 1960s. By the end of that decade, though, production appears to have ceased, probably as a result of increased competition from full colour postcards printed in South-east Asia. After he ceased photography, all of Seaward’s photographic negatives were destroyed.

References

Skinner, Damian (2001) Unpublished notes from interview with Neville Seaward, Modernism Oral History Project, [relates to 3 tapes of oral history interviews at Te Papa Tongarewa, Refs, CA000633/001/0020, 0021, 0022)

Main, William & Jackson, Alan (2005) Wish You Were Here: The Story of New Zealand Postcards, New Zealand Postcard Society Inc., Nelson

Main, William (2007) Send Me a Postcard: New Zealand Postcards and the Stories They Tell, Craig Potton Publishing, Nelson