10 



The Florists^ Review 



Jr. SB r>, i9iy. 



st)\vii ill ;iny li^ht soil, in pots, pans or 

 Iruys, and arc covcrcii witli soil to the 

 (ioptli ol' half an iiu-li. The s(M'(llings, as 

 tlit'ir Idols are easily broken, require 

 careful |>ottin<j, hut when placed in a 

 ^varnl ami sliadetl lionso tliey soon be- 

 come cstai>lishe(l, if looko<l after care- 

 fully. Heinj; reasonably rapid growers, 

 tiic plants soon reach a salable size. 



Livistona and Phoenix. 



l.i\ istona rotunilif(dia has been 

 gniNsii in <pi;intity for sonic yc;irs, but 

 tlic seed su]ipl_\' seems soinewli.al unp(M'- 

 tain and the seeds vary in i)ercentage 

 of germination. lIo\ve\er, if the seeds 

 are recei\od in good condition and are 

 sown according to the same methods 

 as those suggested for arecas, there is 

 a reasonable ])rospect of success, al- 

 tlionyh it must be borne in mind that 

 the livistona re(iuires some attention in 



order to attain the perfection of shape 

 and size that is sometimes seen. 



Most kinds of jihcenix come readily 

 from seeds, but jiraetically all of the 

 species that are found in comnicreial 

 collections are somewhat slow growers 

 tluring tlie first year or two from the 

 seed, and hence can scarcely be con- 

 sidered easy-money jjropositions, but 

 they are undoubtedly ornamental and 

 useful to the decorator and ct-rtainly 

 should form j)art of the stock of a pro- 

 gressive grower, 



liy way of summary, it may be said 

 that fresh seeds, jirompt sowing, care- 

 ful handling, sufficient lieat and mois- 

 ture, and precautionary measures 

 against insects on the young j)lants, are 

 among the liigh lights on the subject of 

 grf)wing palms from seeds. It is hoped 

 that the suggestions here offered may 

 serve to encourage some beginner in 

 this line of work. 



gsE^ityjiiy'i'La^iyiiu^i^ 



THE RETAIL FLORIST 



lL-3 



PAGEANTS AND FLORISTS. 



Dollars for Decorators. 



Among the things that are c<)ining 

 back are the tlower jiageants. put in 

 eclijise by the world war. Tliey lia\ t> 

 started again and they mean a lot to 

 tiorists. 



iiefore the war ]iut an end to all such 

 nonessential denuinstrations, half the 

 towns in America liad their annual \>:l 

 lades of lloats, most of which included 

 Some form of tlower decoration-, while 

 sciiiii' weie e.\clusi\ t'l V llowcr jiarades. 

 'J'hcse were of all degrees of ost eiit.at ion, 

 fr((m the famous I';isadeii;i pageant and 

 the wheeled-chair ]i;iradi' at Atlantic 

 ('it\, whiidi we all ha\e seiMi pictured in 



the nioxies, to the Foui'th ot' .July j)ro- 

 c-ession of d(dle(| up ' ' Li/./.ii's ' ' at 

 I'umpkin Center. And they are com- 

 ing back. The first one report e<l was at 

 Memphis the other day, a feature of a 

 centennial c(dtd)ration. Florists, who 

 ;ire skilled decorators, shouhl wcdcome 

 the i-cturn. 



Our Services in Request. 



At Pum[>kin ('enter the vehicles all may 

 be of amateur iirejiaration, but in the 

 cities tliere always is someone, usually 

 several soniidiodies, shrewd enough to 

 see that the work of the professional 

 decorator is almost certain to ecdipse the 

 liest the novices can do. That means a 

 call for the llorist, even though no nat 

 ural llowers are used. 



Usually the florist's work wins wliat 

 ever prizes are offered, justifying thi 

 professional fee, so that it is only a mat 

 ter of comment wlien several llorists an 

 em])loyed by as many contenders. But. 

 aside from the fee. there is valuabb 

 jiublicity for the florist who gets a 

 good job to the attention of a large part 

 of the people of his community. 



How It Worked at Memphis. 



To stimulate interest in the Mem|)hi- 

 centennial i)ageant May 20 some goou 

 ])ri/.es were offered, a ilovviM- bowl val 

 lied at $500 for first and a large silvei 

 \ase worth .$350 for second. The result 

 was that the Idlewild Grecnhousi's re 

 cei\ed commissions to decorat(! two an 

 toniobiles and won for its customers tin 

 two jiremier prizes. To quote W. II 

 Englehart, vice-]iresident and manager. 

 '"We ha\e received a lot of advertising 

 out of tliis. '' 



The ''floral"' jiarades are quite likelx 

 not to call for the use of many natural 

 tlowers, but they are just as much with 

 in the florists' province for all that. Tlo 

 success lies as mucli in the idea for tin 

 decoration as in its execution and, if 

 natural flowers are not used, natural 

 greens usually are and the rest of the 

 stock conu\s from a dealer in florists' 

 supplies. As Mr. I'lnglehart said, ''We 

 used the finest ribbons on these cars, 

 along with the otlier nuiterial, and they 

 sure did show up wonderfully wd). ' ' 



As this class of business develops, the 

 llorists' only real competitors will be 

 the decorators for the department 

 stores, most of whom use a distinctiv 

 inferior class of material in their work. 



AN ATTRACTIVE GOTHAM SHOP. 



One of the neatest and most attractive 

 flower stores on upper Madison avenue, 

 New York city, is that of A. Meyer. As 

 will be seen by the accompanying illus- 

 trations, Mr. Meyer has an exceptionally 

 modern liome for his business, although 

 the buil<ling it occupies is far from being 

 a new one. He is one of the progres 

 sive New Yorkers who have turned the 

 homes of the wealthy into business es 

 tablishments on the lower floors anil 

 aj)artments on the up])er, thus cutting 

 considerably the rent in the most desir 

 able neighborhoods. 



One of the great attractions of thr 

 store, 1062 Madison avenue, is the shov 

 window. It is equipped with a systeii. 

 of ventilation which keeps moisturi/ 

 from the windows and the stock in goO' 

 condition. Mirrors are so arranged tha* 

 the window has the appearance of b. 

 ing mucli more extensive. It can b 

 si'cn for some distance by pedestrianr- 

 'i'lie lloor of tlie store is of tile, sloi)in 

 toward tlie center, so that it is possibl 

 to spray the plants, which are arrange 

 along tlie sides, without much labor aft 

 1 iw.'ird. 



Mr. .Meyer occupies the first thre 

 lioors of the building. One of them ' 

 devoted exclusively to artistic jiotterv 



One of the illustrations shows the i) 

 terior of the store, with Mr. Mey^ 

 seated, and the cdher the attractiv 

 front and the window with its displa 

 of f.'ill iiowers. 



A. Meyer in his Attractive New York Store. 



A BOOST IN BALTIMORE. 



Baltimore's new mayor is a geiith 

 man and a scholar; we owe him a goc 

 turn when the time comes because 1 

 cei'tainly ga\e the trade a big boo 



