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HORTICULTURE 



October 11. 1913 



Of Interest to Retail 

 Florists 



OPENING OF CALVIN'S NEW 

 YORK STORE. 



An interesting event of the present 

 weelv in New York is the opening for 

 business of the new establishment of 

 Thomas P. Galvin. Inc.. at Fifth ave- 

 nue and 46th street. The formal open- 

 ing, however, is set for October 15. 

 The building which has been in course 

 of erection during the summer is a 

 six-story structure, of colonial archi- 

 tecture, tapestry red brick with white 

 trimmings, and on the roof a highly 

 ornamental curvilinear conservatory. 

 All along the facade, on the ledge 

 above the first story and on the line 

 where the building meets the sidewalk 

 a heavy line of green has been plant- 

 ed, composed ot English ivy. euony- 

 mus. hemlocks and taxus. and the 

 marque over the entrance on the cor- 

 ner has been similarly treated, making 

 a strikingly pleasing effect. The store 

 interior is unique and beautiful, walls 

 and furnishings being in Wedgewood 

 blue and white in rich design by Tif- 

 fany studios. Every feature is new 

 and novel in flower store interior ar- 

 rangement, the effort being to avoid 

 the conventional florist store appear- 

 ance. One large Tiffany vase of one 

 variety of flowers in each window will 

 be the only window adornment and 

 the lighting effects are quite out of 

 the ordinary also. All the station- 

 ery, boxes, etc., are in the same white 

 and blue as the furnishings. The 

 ammonia pipe system has been in- 

 stalled for cooling and additional stor- 

 age facilities are provided in the base- 

 ment, where also are workrooms, rib- 

 bon rooms, closets, etc.. affording con- 

 venience for all requirements of an 

 up-to-date florist business. 



The consenatory on the root is 

 reached by two elevators from the 

 store and when completed — which will 

 probably be a month hence — will be 

 a very attractive feature. The ar- 

 rangement, which is to be designated 

 the Jardin d' Or, will include a cen- 

 tral pool and fountain, trellised vines, 

 statuary, etc., with beautiful lighting 

 effects. 



W. A. Bridgeman. the manager, has 

 been busy overseeing and arranging 

 for the past two months. Mr. Bridge- 

 man is thoroughly conversant with 

 the New York trade, its needs, its 

 sources of supply and in all respects 

 well-equipped to carry out successful- 

 ly this new enterprise under the man- 

 agement of a Boston house. 



WEDDING NOTES. 

 A very elaborate decoration for a 

 house wedding was executed by Geo. 

 Weinhoeber, manager of Fleischman's. 

 Chicago, last Wednesday, at the Boyd- 

 Lyford wedding at Wheaton. 111. The 

 artistic blending of heather with 

 American Beauties and maiden hair 

 fern was the distinctive feature of the 

 house decoration. 250 heather plants 

 being used in honor of the nationality 

 of the groom. They were the pink 

 Erica globularia and the white Erica 

 gracilis nivalis. Each gtiest upon ar- 

 rival was presented with a small bou- 

 quet of white heather and pink roses 

 tied with Scotch ribbon. The bride 



and maid-of-honor and the six brides- 

 maids all had white heather as a part 

 of their bouquets. 



Elaborate weddings seem to be very 

 popular this fall and some of the re- 

 tailers say they are coming along at a 

 faster pace than usual for so early in 

 the season. A large church wedding in 

 Oak Park, 111., was in the bands of .1. 

 Mangel, and the decorations were in 

 colors arranged as to produce a rain- 

 bow effect. Seven bridesmaids carried 

 seven-foot shepherd's crooks, wound 

 with ribbon and flowers, which was a 

 very pretty feature. Most places are 

 reporting a lively wedding season al- 

 ready, which is certainly a promising 

 outlook. 



CHICAGO NOTES. 



The American Importing Co. finds 

 its mother of pearl letters growing in 

 popularity and sales are increasing 

 rapidly. 



The State Fair at Springfield, 111., al- 

 ways an event of importance to Chi- 

 cago florists, opened auspiciously, and 

 the floral exhibits are being staged at 

 this writing. A fair number of the 

 large growers are competing. 



The annual contests between the 

 city schools for the most attractive 

 grounds and among the children for 

 the best home gardens, vacant lot gar- 

 dens and home window boxes, came to 

 a close last week, and many cash 

 prizes from $10 to $25 were awarded. 

 Peter Reinberg. president of the Board 

 of Education, has taken much interest 

 in this contest and was warmly com- 

 mended by the superintendent of 

 schools. 



Personal. 



A. L. Vaughan is looking much bet- 

 ter and seems on the way to complete 

 recovery. 



John Ganger is back after a three 

 weeks' vacation, but the bride has not 

 materialized and he says there is no 

 truth in the rumor that he was on a 

 wedding trip. 



Harry Rowe has moved into his new 

 store at the northeast corner of Wa- 

 bash and Washington streets, where 

 he has a very large space on the sec- 

 ond floor. The large ice box was used 

 for the first time on Monday and 

 things are fast getting into shape for 

 a wholesale and retail business. 



A PENN ADVERTISEMENT. 



The following is the text of an effec- 

 tive advertisement which appeared in 

 the Boston daily papers before last 

 week. 



What Flowers Do For Weary Brains. 



The eyes and the brain of the busy 

 man, no matter what kind of work he 

 follows, become weary and need rest, 

 just the same as any other part of the 

 human body. 



Nothing has been found in the wide 

 world that will give weary eyes and a 

 tired brain more immediate rest than 

 a few' moments gazing on a pretty bed 

 of bright colored flowers. The con- 

 trast is so great from that which has 

 occupied the organs until they were 

 well nigh exhausted, and the effect is 

 simply marvellous. 



Flowers in the home divert the mind 

 and rest the w^eary eyes of the house- 

 wife and mother. 



A bouquet in the sick room aids in 

 keeping the mind off the disease, and 

 often starts the brain on a new chan- 

 nel of thought that puts the patient 

 on the road to recovery. 



Flowers in the office, or on the desk 

 of the weary clerk or stenographer, 

 will produce such a telling effect that 

 by actual comparison more work is 

 accomplished by those whose eyes and 

 brains are rested by the presence of 

 those gifts from nature. 



Artists visit the parks and gardens 

 to study the flowers, and their orbs 

 are wonderfully toned up by the re- 

 freshing glimpses of the colors in na- 

 ture, and no artist has ever been suc- 

 cessful who does not study colors in 

 the beautiful flowers. 



It will pay any student, or anyone 

 deeply engrossed in thought along any 

 particular line which is apt to make 

 the brain weary, to have a pot of 

 bright flowers on the desk, — From, 

 iiunday American. Spptember 14. 



Choicest Blooms for Every Message 

 That Flowers Can Convey. 



PENN THE FLORIST, 

 43 Bromfield Street. 



Telephones 838-839 Fort Hill. 



Members of the Florists' Teleer.iph 

 nelKery Association. 



Flowers Telegraphed to AH Parts of the 

 I'nlted States. 



