16 



The Florists' Review 



Mabch 16, 1917. 



sad impression which the white flowers 

 give us, regardless that we should not 

 feel sad at a wedding. 



The flower show will give us a chance 

 to see all the colors. We will come into 

 that big hall, and no matter how many 

 flowers there will be, much art individu- 

 ally is pent up in each little space of 

 each exhibitor, regardless that one ex- 

 hibitor mostly disregards the color com- 

 bination of his neighbors. Trying to 

 look at his neighbor's and his own ex- 

 hibit as individuals, we, when we come 

 in from the outside, will be impressed 

 with all that as one exhibit. No matter 

 from which side we look at the flowers 

 and how many exhibits we observe at 

 the same time, somehow we will not 

 notice that each one is built or put up 

 by different hands, guided by different 

 minds. It will seem to us that the whole 

 has been put up by one master mind. 

 Only the fact that always beauty har- 

 monizes with beayty causes this effect. 



Beauty in the Mind. 



No matter what combinations we will 

 select for weddings, if the mind that 

 guides the hands that do the decora- 

 tion has only beauty in it; as long as 

 every individual flower is pretty, the 



whole, finished, bouquets, decoration, 

 even if made by different hands, will 

 always form a fitting setting for the 

 happy faces of our brides. 



So far we did not miss so very much 

 the absence, or the shortage of lily of 

 the valley from the market. That 

 should not mean to say that there is 

 no lily of the valley. Yes, it is still 

 plentiful, but at a price where the or- 

 dinary human being, who has not dol- 

 lars in suflScient quantities at his dis- 

 posal, has to look for something to sub- 

 stitute. And it was a happy thought to 

 start these mixed spring flower bouquets. 



The New Corsages. 



But that is not all. The best is the 

 new corsages. It is quite wonderful how 

 the mixed spring flower corsages look. 

 It is quite far away from Easter and 

 already you can see at fashionable 

 luncheons and dinners the forerunners 

 of these beautiful corsages. Why, they 

 are prettier than orchids, and samples, 

 made up to take Easter orders in ad- 

 vance, were not only taken up quite 

 readily, but there were orders placed 

 immediately for them far in advance 

 for Easter. 



"Why should we wait until Easter to 



have something so pretty? We can use 

 it right now," is what the ladies said, 

 and placed orders for immediate de- 

 livery. 



Never Too Late to Mend. 



It is never too early to have the good 

 of life and instead of single plants of 

 large azaleas, genistas, acacias and 

 mimosas, the same mixture has been de- 

 cided on as a proper Easter gift. Sim- 

 ple, natural bark jardinieres, filled with 

 primroses, mignonette and other deli- 

 cate flowers, seem to bring us a whiff 

 of fresh air and impress in us the 

 thought that we have in front of us a 

 part of an" old-fashioned garden. They 

 keep much better than the strongly 

 forced stove-house plants, of which 

 everyone is afraid that they might be 

 too expensive because everyone claims 

 on account of the war there are none 

 coming in from Europe. As if we would 

 need Europe so badly! Our own grow- 

 ers with the modern greenhouses grow 

 all we want. There is the possibility 

 left that when conditions are normal, 

 we only will begin to appreciate what 

 our own home industry is doing for us. 

 And we do hope to be independent in 

 flowers as in many other things from our 

 competitors across the ocean. 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



PREPAEINQ FOE EASTEE TEADE. 



[An address delivered by David Walker at the 

 meetinK of the Kentucky Society of Florists, held 

 at Louisville, Ky., March 7.] 



Four weeks from next Sunday being 

 Easter, it behooves us to be up and 

 about. The first and most vital part of 

 efficiency being preparedness, let us not 

 be caught napping in the eleventh hour. 

 We want to have everything necessary 

 ready and at the fingers' ends. 



Preparedness embraces a large scope 

 of small details, namely: the early or- 

 dering of stock, the having on hand of 

 lots of boxes made up, designs mossed, 

 plants trimmed, baskets filled, extra 

 tubes and casings for your delivery ma- 

 chines, plenty of wrapping paper, twine, 

 stationery, change in the register and 

 plenty of extra help. 



In the hustle, bustle and worry of the 

 last hours of Easter trade, the florist 

 who looked far enough ahead into these 

 minor details fares best with the cus- 

 tomer and himself. At this season of 

 the year transient patrons are plentiful, 

 80 have good stock to show them at 

 fairly reasonable prices, which, tendered 

 with courteous attention, may be the 

 means of making a lasting regular cus- 

 tomer. 



If your neighbor can afford to buy 

 good stock and gets new trade by it, 

 you would better think it over. A rea- 

 sonable profit on small orders holds cus- 

 tomers and is more profitable in the long 

 run than a big profit once. 



Clear Deck for Action. 



Wires, stakes and other tools of the 

 trade are necessary, but keep them out 

 of sight. In other words, clear the deck 

 for action. 



Anything out of the ordinary, such 



as novelties in basket goods and basket 

 arrangements, draws attention and cre- 

 ates a lasting impression. 



Make constant changes in your win- 

 dows, as customers soon tire of the same 

 thing. Try the effect of something out 

 of the ordinary, such as a fine specimen 

 plant, and let it be sufficiently distinct. 



Hydrangeas are most satisfactory sell- 

 ers. They last well and give satisfac- 

 tion. Pansies and maidenhair make up 

 an artistic thought and are inexpensive. 

 A striking contrast in ribbon or plants 

 is all right, but a poor match in the 

 same color is bad. The white matting 

 baskets are fine for filling with hya- 

 cinths and choice bulbous stock. 



American Beauties have a fine effect 

 in plain Roman ware of a tall pattern, 

 there being no flowers painted on this 

 to conflict with and sometimes spoil the 

 effect of the roses. Jonquils and forget- 

 me-nots loosely arranged make a pretty 

 table decoration or bouquet. 



Make Prompt Deliveries. 



As far as possible, as the weather gets 

 warmer, make deliveries early in the 

 morning or late of evenings. Always 

 aim to have your flowering plants in 

 bloom when you are trying to sell them, 

 as it will be of little use entering into 

 a lengthy argument with a customer in 

 regard to superior or equal merits of a 

 plant not in flower. The average cus- 

 tomer considers such the same as buying 

 a cat in a sack. They want to see a 

 flowering plant in good bloom. 



Poor plants are not desirable at any 

 time, but when, unfortunately, a num- 

 ber are on hand they can be sold at 

 lower prices than those that are asked 

 for good plants. They should be dis- 

 posed of in that way, but they should 



never be mixed in with choice plants 

 and delivered to a customer who pays 

 for good stock. 



The rush in quest of the dollar with- 

 in reach should not detract at the pres- 

 ent time from staple articles, which, if 

 given the care they deserve, will amply 

 repay for the trouble later on. Cycla- 

 mens, when well grown, are good sellers, 

 but poor ones are hard to dispose of 

 at any price, so put the good ones where 

 they can be seen, and store the others 

 away and save room and bad impres- 

 sions on your prospective buyer. 

 Artistic Grouping Helps. 



Less ribbon on Easter plants and more 

 artistic grouping works up nicely and 

 helps to move off stock that might go 

 bad. 



Newspapers thoroughly soaked for sev- 

 eral days before use make an excellent 

 packing material for cut flowers. 



Although hardy plants, forced spiraeas 

 must not stand about in dry or drafty 

 positions. 



Although many flowers are used with 

 violets in corsages, they are supposed 

 to be best when used alone. Never for- 

 get to use tin foil when making your 

 corsages, as a pair of soiled gloves, or a 

 ruined waist or coat may mean a lost 

 customer. 



When possible use the foliage of lilies 

 of the valley with the flowers, as no 

 other green is so suitable. 



There is scope for originality even 

 in such a small matter as decorating an 

 Easter azalea, which, when carrying a 

 full head of flowers in the somewhat 

 dry atmosphere of the store, must be 

 kept well moist at the roots. 



Tell customers to keep these as well 

 as spiraeas well watered or in a saucer 

 of water. 



