January 29. 1020 



The Florists^ Review 



69 



1" Th » florists who»e caxds ttPPMUt* on the pacos eanrylnK this liMid* are proponkl to fill orders 

 *~— — from otlMT florists (or local doUvcTT on til* iiotmU basis. 



wedding decoration, this time in the 

 Methodist church. Here smilax, palms 

 and ferns were again used. The smilax 

 was draped over the organ and the 

 wall behind the platform; the palms 

 were arranged in two rows, one on the 

 platform and the other in front of it, 

 and several pots of ferns were effec- 

 tively placed. Large vases of chrys- 

 anthemums, white instead of yellow, 

 were well arranged. 



Ingenuity in using material makes up 

 for a short supply of it. The decorator 

 who is richly endowed with ingenuity 

 will always have plenty of orders to 

 fill. 



ANYTHING TO ORDER. 



When the automobile show is the 

 chief local attraction, the ingenuity of 

 more than one florist is directed to the 

 making of automobiles out of flowers. 

 When it is an aeroplane show, then the 

 flowers go into aeroplanes. When Ein- 

 steins are sufficiently plentiful to make 

 the fourth dimension both popularly 

 clear and clearly popular, then there 

 is not the slightest doubt that the 

 florists of that day will be fllling orders 

 for the fourth dimension in flowers. 

 Surely flowers will be found applicable 

 to any dimension. 



In Boston recently they were cele- 

 brating neither an automobile show nor 

 the fourth dimension, but the Gillette 

 Safety Razor Co. had a convention. The 

 employees wanted to give something ex- 

 pressive and appropriate to the presi- 

 dent of the company. So they went to 

 Penn the Florist, who devised for them 

 a safety razor in flowers. It was six 

 feet long from the blade to the end of 

 the handle and rested on a stand with 

 the Gillette trade-mark for its base. 

 The design followed closely the distinc- 

 tive Gillette type of razor. 



SECY YOUNG'S 

 CORNER 



OFFICE: 1170 Broadway, New York 



NATIONAL PUBLICITY CAMPAIGN. 



St. Valentine's Day. 



The secretary 's office has had a 

 steady influx of orders for poster stamps 

 and posters for St. Valentine 's day; 

 which augurs well for business on this 

 day. As has been previously pointed 

 out, the cost of this material is' small 

 and cooperation in a wide use of it must 

 certainly produce direct results. 



The February magazines selected for 

 the page advertisemejit in colors fea- 

 turing this day are already in circula- 

 tion and should exert considerable in- 

 fluence in the direction of sales. In 

 addition to all this, our promotion bu- 

 reau has supplied enough electrotypes to 

 florists in all parts of the country to 

 insure that our slogan in connection 

 with pictorial matter bearing suitable 

 reference to the festival will have at- 

 tention in over 2,000,000 homes, which 

 means engaging the interest of five 

 times that number of people. To avoid 



^ 



THE TRUE STORY 



OF HOW VALENTINE'S DAY 



HAPPENED TO HAPPEN 



You know how it is when you are riding along a strange road in 

 your car and ask any three men you meet for directions. 

 All three will tell you entirely different, even if one should be 

 the Sunday school superintendent and t'other the preacher him- 

 self. 



If this difference of opinion about plain, every-day things be so 

 in our day, is it then to be wondered^that there is such a differ- 

 ence of opinion as to the origin of Valentine's Day, in its Unk- 

 ings with the dim past? 



But cheer up, think at last I have found the real facts. ©Found 

 them in an old musty book which a traveler friend of mine just 

 brought back from Italy. 



In the last part of chapter 147, it mentions the fact that up in one 

 of the old cloisters of a FranciscanI Monastery dwelt a pious old 

 monk with so benign a face and so happy a smile, that his fellow 

 monks called him Father Happy, 



His real name, so 'tis stated, was Valentino Valentia. His life 

 was spent in serving the sorrowful and gay alike. Served them 

 by painstakingly engrossing messages for them on parchment, to 

 send to others. 



Messages that were oft decorated with sketches of flowers in 

 rare colorings. 



After his death, his birthday came to be celebrated as St. Valen- 

 tine's, and with it a custom established of sending messages of 

 solace or love. 



And so it was, so 'tis said,, "say it with flowers" had its REAL 

 origin. 



Of course we don't want to take any credit from our esteen)ed 

 friend Penn, of Boston, or Major O'Keefe, who are supposed to 

 have originated the phrase for the S. A, F. advertising. 



Nevertheless, there it is in that mustylold book, which I will be 

 only too glad to show anyone. 



New York's 

 Favorite Flower Shop 



Fifth Avenue at S8th Street 



disappointment, florists should order at 

 once. Orders will be filled the same day 

 they are received at the point of distri- 

 bution. 



Don't Let the Public Forget. 



That the campaign, so far, has given 

 the best of satisfaction is evidenced in 

 the kind comments being received at 

 the secretary's office from subscribers 



in all sections. Much enthusiasm is be- 

 ing shown in the conduct of the cam- 

 paign and the opinion is freely ex- 

 pressed that we should push our work 

 even harder than before. As one sub- 

 scriber puts it, "We have got the 

 public going; let us keep them contin- 

 ually in mind of our products." The 

 number of people who miss an occasion 

 for expressing a sentiment with flowers 



