12 



The Florists^ Review 



December 21, 1916. 



If, however, there is no partition be- 

 tween the window and the store, the 

 circulation of the air will distribute the 

 water vapor from the window through 

 the rest of the store. Florists who have 

 a good circulation of air in their stores 

 and windows op6n to the rest of the 

 room, have, therefore, the least trouble 

 from frost or steam on their windows. 



Attempts to create air circulation 

 often lead to drafts, which work harm 

 to the stock in the window and some- 

 times to stock in the rest of the store. 

 This is the drawback to the suggestion 

 of boring small holes in the sash at the 

 top and bottom of the window, and to 

 another, similar in character, of placing 

 ventilators in these places. 



The Use of Fans. 



The simplest and most common means 

 of removing steam and frost from the 

 window, as well as of preventing their 

 formation, is a small electric fan. A 10- 

 inch electric fan placed in a corner of 

 the window, and nearly facing it, will 

 create a current of air that will carry 

 away the moisture. This air movement 

 both removes frost and steam from the 

 glass and prevents their forming. Some 

 florists declare their use of an electric 

 fan in this way does not affect the 

 flowers and plants on display. 



Cold water is excellent for removing 

 frost from the glass if it can be used in 



such a way as not to injure the window 

 display. The florist may take his bulb 

 spray and throw cold water on the glass, 

 beginning at one corner of the top and 

 going back and forth until the bottom 

 is reached. If the construction of the 

 window permits, he may flow cold water 

 down the glass. This has to be done 

 once or twice a day. 



Anti-Freeze Solutions. 



For preventing the formation of steam 

 and frost, the application of a solution 

 of glycerine and alcohol, say twice a 

 . week, is effective, but the window is not 

 clear when thus coated. This method 

 is, however, used to some extent. The 

 quantity of each liquid varies with users. 

 One says dissolve the glycerine in sixty- 

 three percent alcohol; another says take 

 two parts of the latter to one of the for- 

 mer; still another recommends an equal 

 amount of each. One recipe calls for 

 the addition of some oil of amber to 

 improve the odor. For any and all of 

 these, linen cloths — old napkins, one sug- 

 gests — should be used to rub the liquid 

 on the glass. 



If any reader uses a better method. 

 The Review will be glad to carry news 

 of it to the trade. 



BAISINa THE aiTAIlANTY. 



Secretary John Young has sent the 



following letter, dated December 12, 

 to members of the S. A. F., and otliers 

 who have participated in previous na- 

 tional flower shows: 



At a meeting of the National Flower Show 

 committee of the Society of American Florlgt« 

 held October IS and 14 last, In St. Louis, the 

 chairman, Greorge Asmus, and the secretary, 

 John Young, were Instructed to raise a fruar- 

 antee fund of $10,000 to cover the National 

 Flower Show to be held in St. Louis April c, to 

 15, 1018. 



While the sum mentioned could, no doubf, be 

 raised in and around St. Louis, it was the 

 thought of the committee that the fund should be 

 national in character and represent every sectian 

 of the country. The forthcoming show in St, 

 Louis promises to be as successful as the pre- 

 vious national flower shows, and It goes without 

 saying that it will result beneficially to the 

 trade at large. 



Your kind Interest In the project in the way 

 of a contribution to the guarantee fund is cor- 

 dially solicited, hence the enclosure herewith of 

 a contribution blank. The guarantors for tiie 

 last national flower show not only were roim- 

 bursed to the extent of their actual contribu- 

 tions, but also received a substantial sharr- of 

 the profits, equal to ten per cent of the entire 

 amoimt subscribed. 



The committee also would esteem donationa 

 of special prizes, the same to be offered under 

 the names of the donors. If you should feel 

 disposed to favor us with the offer of a special 

 prize, kindly, if possible, select the subject for 

 your award from the preliminary schedule, thua 

 relieving our obligations to the prize fund to the 

 extent of the value of your donation. The flrat 

 preliminary schedule Is now on the press. 



It is planned to offer $15,000 in prizes 

 at St. Louis. A big show is assured and 

 arrangements have . been made for the 

 building of a balcony around the Coli- 

 seum to secure additional space. 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



EETATL DIBECTOEY OUT, 



Albert Pochelon, secretary of the 

 F. T. D., has just distributed to members 

 the new Directory of Retail Florists. It 

 contains the list of members of the 

 F. T. D. and other retailers, the members' 

 names being given first in full-face type 

 under each town. The directory is not 

 to be sold, but is for the exclusive use 

 of F. T. D. members. The names are 

 printed down the center of the page, so 

 that there is plenty of room for addi- 

 tions and corrections, which members 

 are urged to make. The books are to 

 be returned to Secretary Pochelon in 

 November, 1917, when the changes will 

 be checked up and a new edition issued. 



The directory was published without 

 expense to the F. T. D. through the 

 cooperation of the Leo Niessen Co., 

 Philadelphia; E. C. Amling Co., Chicago; 

 Bassett & Washburn, Chicago; Werthei- 

 mer Bros., New York; Lion & Co., New 

 York; J. G. Neidinger Co., Philadelphia; 

 A. L. Randall Co., Chicago, and D. Hill 

 Nursery Co., Dundee, 111., each being 

 represented by a page advertisement. 



WHEN FLOWEBS DEMORAUZE! 



While in Holm & Olson's store in St. 

 Paul December 11, my attention was at- 

 tracted by an enthusiastic lady buyer, 

 who declared: "I am demoralized and 

 this wonderful store has done it. I can 't 

 go on believing it is more blessed to 

 give than to receive when I want to 

 keep every single gift that I have se- 

 lected here and covet the things, the 



many beautiful things I still would like 

 to buy." 



The artistic arrangement of the va- 

 rious novelty suggestions in this homo 

 of flowers was the reason. 



Samuel Seligman. 



FLOWEBS SWEET MEDICINE. 



Physicians at the Battle Creek Sani- 

 tarium prescribe flowers for their 

 patients just the same as they would 

 order a massage or an application of 

 electricity. The influence of flowers in 

 lightening sorrow and suffering has al- 

 ways been recognized, but their employ- 

 ment as an actual remedy is recent. 



When a patient is feeling depressed, 

 the physician orders a vase of flowers 

 or a blooming plant. The beneficial ef- 

 fect is pronounced. When a person is 

 confined to his bed for a long time it 

 often diverts his mind to have a plant 

 near the bed which he can watch as the 

 buds grow into flowers. 



A wealthy man who had undergone 

 an operation at the sanitarium, while 

 preparing to go home, asked the florist 

 of the institution if he might take with 

 him an asparagus that was in his room. 

 "Of course, you are welcome to it," 

 was the answer, "but it will be a 

 bother to carry it so far. You can buy 

 one like it at home for a few cents." 

 "It isn't a question of money," said 

 the patient. "I want to have it prop- 

 erly packed and shipped by express. I 

 have watched that plant for eight long 

 weeks as I lay in bed and I have be- 

 come fond of it." 



It is doubtful whether any other in- 

 stitution in the country pursues such a 

 liberal and intelligent policy in regard 

 to flowers as does the Battle Creek 

 Sanitarium, but a similar policy on the 

 part of hotels and sanitariums generally 

 not only would be a boom to the florists' 

 trade but also a boon to humanity. 



SIMMONS' STYLISH STOBE. 



A few weeks ago it was announced 

 in The Review that J. S. Simmons, of 

 Toronto, had occupied his new and up- 

 to-date retail flower store. It now is 

 possible to present an illustration show- 

 ing the general style of arrangement. 

 This is the newest of the up-to-date 

 flower stores in Canada and embodies 

 all the latest ideas. It will be noted 

 that there are no counters and that 

 oriental rugs on the floor serve to take 

 away the "store" appearance and 

 heighten the effect of a reception parlor, 

 now sought by high class specialty 

 shops in all lines of business. Tt i9 

 understood that the Simmons business 

 showed prompt acceleration folio ^ving 

 the occupation of the new quarters. 



ALPHA'S BELIANOE. 



The illustration on page 15 show' 

 one of the mediums employed by a wel' 

 known florist of Kansas City, to keep 

 his name before the public. Mr. Elber* 

 field, founder of the Alpha Floral CO' 

 saya that "if there is any busine^'S "> 

 the world that requires constant p'*"' 

 licity, it is the flower business, beoftUS* 



