Same-Sex Marriage Cards To Arrive at Hallmark Store in Staten Island Mall
Staten Island Advance
August 30, 2008

They're not on the shelf yet -- pictures of interlocking hearts, intertwined flowers and side-by-side tuxedoes with words of joy, love and congratulations -- but same-sex marriage cards should soon go on sale alongside other wedding wishes at the Hallmark store in the Staten Island Mall, an acknowledgment of truth about the community that sat quite well with customers and employees.

"It's a good thing. It's a fact of life; everybody should have the prerogative to be what they are," said employee Melinda Sapone, as she showed the "journeys" line, messages of support for modern, real-life situations which include a card for people coming out of the closet. "It's something they should not have to hide or have to pick up a card made for male and female; they should be in the open."

Despite having fielded one nasty phone call from somebody who threatened to protest after hearing about Hallmark's launch of the same-sex wedding cards, employee Libby Sacente said most customers seemed perfectly content to know the cards would be introduced among the offerings.

"Anybody who would protest is very narrow minded," she said. "Honestly, we get people in looking for the those types of cards. I'm glad we're going to have them now."

Hallmark's decision to enter the same-sex wedding market makes good business sense, according to the Williams Institute at the UCLA School of Law, which estimates that more than 85,000 same-sex couples in the United States have entered into a legal relationship since 1997, when Hawaii started offering some legal benefits to same-sex partners.

Now that California has legalized gay unions, the center estimates nearly 120,000 more couples will marry in California during the next three years -- and that means millions of potential dollars for all sorts of wedding-industry businesses.

Although same sex marriage is not legal in New York state, the Williams Institute this week released an analysis of 2000 U.S. Census data showing 1,000 same sex couples in Staten Island -- nearly 4 percent of the city's 26,000 such couples.

Just like their married counterparts, among them are working parents, veterans, senior citizens and homemakers.

"One of the motivations behind doing these Census snapshots is to take these images of how gay people have a certain look and break those demographic stereotypes," said one of the study's authors, Gary J. Gates during a phone interview.

With the 2006 Census data showing 780,000 same sex couples nationwide, Gates said he wonders why it took Hallmark as long as it did to create the cards.

"Because you think of Hallmark as a conservative type company, I was actually surprised to hear about it," said Sal Iacullo, of Midland Beach, who raised a daughter with his partner of 36 years, Wayne Steinman -- and the couple yesterday celebrated the fifth anniversary of their wedding in Canada. "It could very well be because of monetary reasons -- they see a niche. I think it's wonderful, to have the cards so readily available."

He said he is certain in the years since the tally for the 2000 Census was taken, many more same sex couples have settled on the Island, because the borough is being recognized as a community increasingly supportive of the same sex couples in their midst.

That sentiment was apparent at the mall's Amy's Hallmark Shop, where the cards should arrive some time upcoming months, according to a corporate spokeswoman.

Among the roughly a dozen customers shopping at the store in the early afternoon, there was near unanimous enthusiasm for Hallmark's decision to carry the cards, with one small exception:

"I think it's disgusting; a man and a man, a woman and a woman; It's not my cup of tea," said Mary Merlino, of Westerleigh, as she browsed greeting cards listing the big events of 1937, the year she was born.

But on reflection, Mrs. Merlino softened. "It is becoming more popular these days; I guess," she said. "Hallmark must have done it to make money."

Then, the Elton John fan mused even she might even be a customer for the line. "I'm such a great fan of Elton John," she said. "I would maybe buy a card for him."