"HERE COMES ^ 



s;^ THE BRIDE" 



The bride is the most interesting figure in our social life and her 

 flowers are the finest feature of our business, affording undest scope for 

 the display of our artistic abilities and the competence of our designers. 

 It is on wedding flowers our best professional reputations rest. 



OW many brides will there 

 be in your town in June? 

 "What, you don't know? 

 Surprisingly unscientific 

 management! Tell you how 

 to find out? Certainly, it's 

 the easiest thing imagin- 

 able and as exact as the 

 mortuary tables of an in- 

 surance company. Vital 

 statistics show that florists can count 

 on ninety weddings per year for each 

 10,000 population; that thirteen per cent 

 of these weddings will occur in June. 



The distribution of weddings through 

 the year, not taking count of fractions, 

 is in the following percentages; Janu- 

 uary eight; February, five; March, six; 

 April, eight; May, nine; June, thirteen; 

 July, seven; August, eight; September, 

 ten; October, ten; No- 

 vember, nine; Decem- 

 ber, seven per cent. 



June the Leader. 



So anyone, interested 

 can "dope it out" that 

 there will be slightly 

 more than twice as 

 many weddings in his 

 city next month as there 

 were in March. 



But the figures do not 

 convey the real impor- 

 tance of June on the 

 florists' calendar, espe- 

 cially not if the florist 

 chances to be one of 

 those favored by the 

 patronage of the social 

 element in his commu- 

 nity. For this reason: 



While it may be true 

 that "in the spring the 

 young man 's fancy 

 turns to thoughts of 

 love," the fact is the 

 laboring man gets mar- 

 ried when he can, with 

 little regard for the sea- 

 son, while those more 

 fortunately circum- 

 stanced await the con- 

 ventional period, June, 

 or choose the months of 

 early autumn. Thus it 

 is that the weddings of 

 June, and of September 

 and October, avferage of 

 better quality than do 

 the weddings of the rest 

 of the year, considering 

 them from a florist's 

 viewpoint — they call for 

 more and better flowers. 



However, the importance of June lies 

 no more in the extra quantity of work 

 it brings the florist than it does in the 

 opportunity to make or mar his profes- 

 sional reputation. A big wedding is an 

 advertising opportunity par excellence, 



"Watch Your Step." 



When a woman weds it is the most 

 momentous event of her life. Neither 

 she nor her family will overlook any 

 shortcoming in the wedding flowers, but, 

 on the other hand, the florist who gives 

 complete satisfaction with the flowers 

 for a bridal party, nine times out of ten 

 has made friends for life. 



The reason perfection is so necessary 

 in wedding flowers is that next to the 

 bridal costume the flowers must stand 

 the most critical inspection. If they 



meet with approval, well ahd good, but 

 if they do not measure up to the mark, 

 woe betide the florist, for he has caused 

 his patrons to humiliate themselves in 

 the eyes of their guests; he has wound- 

 ed their self-respect; he will see them 

 only once again if at all. 



The fact that quality is paramount 

 affords a splendid argument for the 

 florist who is seeking to raise the char- 

 acter of his trade. With it he can 

 checkmate the competitor who seeks the 

 order on price alone. 



If wedding flowers are subject to such 

 critical inspection, if they are more dis- 

 cussed and longer remembered than an^ 

 other work turned out by florists, it 

 stands to reason that the retailer who 

 undersells and then skimps his work to 

 make up for it is cutting his own throat. 

 The wise policy is to 

 charge a fair price and 

 then in return give the 

 best obtainable. 



Use Good Stock. 



Not many men can do 

 good work without good 

 materials, and no man 

 can be sure of his wed- 

 ding decorations and 

 bouquets unless he uses 

 first-class flowers. Never 

 is it so well as in June 

 to sacrifice a dollar or 

 two of immediate profit 

 as an insurance against 

 the loss of much trade 

 and many fat checks 

 should a wedding job go 

 wrong through the use 

 of inferior stock. Buy 

 dependable flowers, even 

 if they cost a little 

 more. 



Remember that each 

 wedding means a new 

 home — a new customer. 

 The florist who has the 

 wedding order has the 

 inside track: He can 

 cement the bride's fam- 

 ily to himself, and can 

 gain the new family as 

 his customer, or he can 

 lose them both, irre- 

 trievably. If ever it is 

 "better to be safe than 

 sorry" it is with wed- 

 ding flowers. 



Once get a reputation 

 in the matter of wed- 

 ding flowers and the 

 work will come, includ- 

 ing orders from many of 



