﻿Apbil 20, 1090 



The Horists^ Review 



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FOREIGN SECTION 



C. ENGELMANN 



Member American FlorUts' Telegraph Delivery 



Association. 



Life Member S. A. P. 



Member American Carnation Society. 



Member New York Florists' Qab. 



Orders for England, Scotland and 



Ireland taken care of by 



C. ENGELMANN. Florist. Safifron 



Walden, Esseir. ENGLAND. 



Cables: Engelmann, SaflFronwalden(2 words only) 



Orders for the French Riviera and 



Monte Carlo taken care of by 



C. ENGELMANN. Etablissement Hor- 



ticole "Carnation," Saint-Laurent-du- 



Var, near Nice. FRANCE. 



Cables: Carnation, Saint-Laorent-da-Var ' 



(2 words only) 



Liverpool, England 



DINGLEYS. Ltd., Florists 

 SHEFFIELD, ENGLAND 



WM. ARTINDALE & SON 



FLORISTS SEEDSMEN NURSERYMEN 



Manchester, England 



DINGLEYS, Ltd.. Florists 



SCOTLAND ORDERS NOW TO 



LEIGHTON, Florist, GLASGOW 



Scotland's Only Member F. T. D. 



at the Florists' Publicity Service Bu- 

 reau of the S. A, F., 431 South Dear- 

 born street, Chicago, are making a mis- 

 take, as the day canlBot possibly be 

 overadvertised as one ^ gifts of flow- 

 ers. Mothers, as a ride, particularly 

 the older ones, have m^y loving hearts 

 within their family circles willing to 

 pay homage on this daj^k if they are not 

 allowed to forget. A l^eral poster dis- 

 play is equal to a go6d many finger 

 strings for memory-jogging purposes. 

 Again, these aids tie up well with tho 

 magazine advertising of our can^aign 



Indifference to Fund. 



Reference has frequently bey^n made 

 to the growing use of flower/ as sub- 

 jects for the embellishment/of maga- 

 zine advertisements. Who has not seen 

 the beautiful advertisements in colors 

 of a prominent corset manufacturer, in 

 which flowers are made to dominate the 

 design! Printers' Ink Monthly, a mag- 

 azine advocating art la advertising, re- 

 producing one of these advertisements 

 as an artistic example, says: "This 

 company is to be congratulated on get- 

 ting away from the customary di-splay 

 of a corseted figure, for without ques- 

 tion this picture of the corset and its 

 container grouped with beautifully 

 painted flowers on the blue satin back- 

 ground is a decided step forward artis- 

 tically." All such advertising, of which 

 this is only one of many examples, helps 

 to keep flowers in the public mind and, 

 perhaps not strange to say, the innova- 

 tion is synonymous with our campaign 

 of publicity for flowers. 



Disappointment over the lax support 



:--^^ 'tt 



A Mother Thought 

 for Mothers' Day 



A couple of weeks or so ago, I wrote for our Mothers' Day circular 

 a simple little tale, tellins of a childhood experience. 



Although it happened so many years ago, it's as vivid as if it only 

 happened yesterday. 



Something tells me you would be interested in it. So here it is : 



"One morning, when a kid. care-free on my way to school, I spied, 

 over a fence. Spring's first golden fleeced dandelion. 



"To take to Mother the first-found bloom of the season was'always 

 one of my greatest delights. 



"So I hastily clambered ovpr the sharp pointed pickets and was just 

 about to pick the flower, when a gruff voice, backed by a scowling 

 face, ordered me out in no unierlain terms. 



"Regardless of my childish plea for the remembrance to Mother, he 

 shook me roughly and made me clamber back, flowerless. 

 "Childlike, I hurried home and told it to Mother, who although 

 sympathetic, her face was filled with joy, 



'Wondered why then— 



"But now know it was because I had remembered to lenicmber her 

 love of flowers, 



"So it is, that each Mothers' Day 1 am doubly reminded of Mother, 

 and in turn send her flowers as iheir own best message of love." 



So, my good friends, when you are sending so many thoughts for the 

 Mothers of others, don't forget to send a floral thought to that AJother 

 of yours. 



New York's 

 Favorite Flower Shop 



Fifth Avenue at 58th Street 



given to our publicity fun<l continues. 

 A week of good response is followed by 

 one of absolute indifference. It is truly 

 either a feast or a famine, instead of a 

 steady stream of contributions, as our 

 committee has the moral right to ex- 

 pect. We have never sought to criti- 

 cise the amounts of contributions as 

 they come in, but we have easily been 



able to distinguish those which come 

 from the heart as well as from the 

 pocket. When a florist writes, "I am 

 enclosing to you my check for $5, all 

 I feel that I can contribute at present, 

 but am in hopes I shall be able to send 

 more later," we feel highly gratified. 

 We know that man's contribution is 

 [Continued on pageS74.1 



