10 



The Florists^ Review 



JONB 12, 1919. 



old ways of our fathers and grand- 

 fathers — simply for weddings, holidays 

 and funerals. If the reel of current 

 events includes a few glimpses of how 

 milady will wear her hats and gowns 

 this season there is no reason why it 

 might not also include a few glimpses 

 of how milady will wear her flowers — 

 and what flowers. The fads and fash- 

 ions and furbelows in flowers are con- 

 siderable sources of income to many 

 florists, especially those in centers 

 where "Society" is spelled with a 

 capital "S," and it is a kind of work 

 that may well be cultivated. It is "so 

 much gravy," coming often when time 

 is more abundant than trade. 



Publicity, like money, grows out of 

 itself after you get enough of it, and 

 increases in the fashion of a snowball, 

 drawing more to itself as it goes along. 

 Probably as good a sign of successful 

 publicity as can be found is the use of 

 an advertising phrase by the humorous 

 poets of the daily press. Appearing, un- 

 der the heading, ' ' Songs of the Uncon- 

 scious," the verses of B. L. T. in the 

 Chicago Tribune are in themselves an 

 unconscious compliment to the advertis- 

 ing efforts of the florists of the country. 

 Let the custom of introducing flowers 

 into motion picture plays once become 

 general and a new snowball will be 

 started rolling downhill for the florists. 



THE RETAIL FLORIST 



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DICKS' WEDDING WINDOW. 



When the time of June brides came 

 around this year, F. George Dicks, of 

 Dicks' Flower Shop, got together with 

 the window decorator of Smallman & 

 Ingram, a large department store in his 

 city, London, Ont., to make something 

 better than usual in window advertis- 

 ing for the wedding month. 



The large windows of the department 

 store — two adjoining ones were used — 

 gave adequate space for an elaborate 

 display. Smallman & Ingram supplied 

 wax figures, gowns and trimmings. 

 And Dicks' Flower Shop furnished the 

 flowers, and aided in arranging the 

 window. 



Thousands of people stopped to ad- 

 mire the unusual window, paying more 

 attention, it seemed, to the flowers and 

 their arrangement than to the sartorial 

 effects. Look for the reason in the ac- 

 companying illustration. Mr. Dicks 

 estimates the actual returns from this 

 window display exceedingly high, in 

 actual orders as well as general adver- 

 tising. 



EEIiLEB OPENS CITY STOBE. 



• For many years the John A. Keller 

 Co., at Lexington, Ky., has done all its 

 business from the greenhouses on Sixth 

 street. Though patronage increased and 

 sales bulked larger and larger, the sales- 

 room at the range seemed adequate. 

 But the last year brought a change, and 

 this spring the company opened a store 

 in the downtown district just in time 

 for Memorial day. The location, 135 

 East Main street, is just opposite the 

 Phoenix hotel. 



Of the store's tasteful decoration and 

 furnishing, the illustration scarcely 

 gives a definite enough idea. Old ivory 

 enamel has been used in the woodwork 

 and decorations; walls, ceiling, chande- 

 liers and furniture correspond, and to 

 this effect is added the harmonious gray 

 of the tapestry. The inverted lighting 

 system is used for overhead illumina- 

 tion, and artistic wall bulbs are ar- 

 ranged along the sides. The window is 

 spacious, tlie cut flower show case is 

 large, and the workroom is roomy and 

 light. 



Theodore Keller, returned from over- 

 seas after long service with the marines 

 and recovered from his injuries, takes 



up work again by assuming charge of 

 the greenhouses. Ferdinand Keller acts 

 as manager of the new store, where he 

 will be assisted by his sisters, Misses 

 Lena and Josephine Keller. Miss Louie 

 Keller, who returned a short time ago 

 from Washington, where she held a posi- 

 tion during the war, will be in charge 

 of the bookkeeping and advertising for 

 the firm. 



M-E-N WANTED. 



Pressing Work Ahead. 



Now that the Victory loan is over and 

 our job in that direction is finished, may 

 we claim another duty which is now 

 doing considerable good generally and 

 ready for your approval, that of put- 

 ting over our $100,000 for our national 

 publicity campaign, for which we now 

 have about $40,000? We have real men 

 who have already justified themselves 

 as well as the cause by voluntarily giv- 

 ing to our fund. But maybe we over- 

 looked a few, unintentionally, who feel 



they should also be privileged to share 

 in the broad^ unselfish plan of national 

 propaganda that is now going on^ for 

 the more general use of flowers, through 

 the national magazines, backed up by 

 local cooperative advertising in the 

 several cities that have shown their 

 progressiveness by tying up to the na- 

 tional campaign. 



We have glowing reports of the 

 unusual increases in the sale of flowers 

 during the last year and yet the sur- 

 face is only scratched, because with 

 more, men contributing and more firms 

 advertising, a more liberal use of flowers 

 is bound to follow. 



Your publicity committees feel that 

 there are lively opportunities yet un- 

 developed, but by an amalgamation of 

 all interests, grower, wholesaler and 

 retailer, we shall eventually accomplish 

 that which we set out to do. And 

 when the full amount is raised and the 

 campaign well on its way, you will ac- 

 cordingly begin to realize the accumula- 

 tive results of the initial campaign and 

 the present one to such a degree that 

 the finance committee will have little 

 difficulty in convincing members of the 

 craft who have as yet not seen the light. 



Campaign to Be a Permanent One. 



Of course, there will always be many 

 who won't see the possibilities in store 

 for our business through the national 

 publicity campaign. But there are 

 always to be found enough broad- 

 minded merchants, as well as those who 

 give for sentimental reasons, who have 

 felt the good derived already and feel 

 that our campaign will eventually be 

 a permanent one. And the time is com- 

 ing when it will be a pleasure and a 

 privilege to say, "I was one of the con- 

 tributors from its inception." 



The progress made already is only a 

 forerunner of what is possible, and the 

 many remarks of satisfaction expressed 

 by many growers, wholesalers and re- 

 tailers have amply repaid the members 

 of the publicity committees for the 

 work and time they have put in. 



We need $60,000 to finish the job for 



New Store of the John A. Kellar Co., Lexington, Ky. 



