Mabch 20, 1020 



The Florists^ Review 



69 



_Th» flortsts who60 caids appear on the pctcee oairylnc thla head* are preparod to ttU orders . 

 ***"**• from otber flortete for looal delivery on the naual basle* 



filled frame, foliage and all. It was our 

 habit to drape the upper portion with 

 garlands of smilax, but on this occasion 

 the lady for whom it was done asked me 

 to omit that part of the decoration. She 

 claimed that it would detract from the 

 general effect and, as I went to the 

 other aide of the church and looked at 

 the window, I recognized the wisdom of 

 her request. 



Don't Overdo It. 



Th3 point I wish to emphasize is that 

 many a creditable decoration is spoiled 

 because the decorator does not stop 

 soon enough. Another window of the 

 same kind was done with yellow pan- 

 sies, with standard genistas in the 

 center. 



Where a decorator is in the habit of 

 doing certain work year after year, it 

 will be continually on his mind. He 

 may run across something as early as 

 Christmas that will suggest his Easter 

 work to him and, if there is merit in 

 the plan, he will have it improved upon 

 and by the time Easter arrives it is only 

 a matter of executing his plan. 



But some new orders may come in 

 when it is late and he is busy. Above 

 all things, he should spare the time to 

 go and study the surroundings he will 

 be obliged to work in. This may be his 

 first order; he is going to make a new 

 customer by the big decoration, and he 

 should not overlook the prospects that 

 will be among those who admire the 

 work. Whatever the decoration may 

 be, above all things let it be neat. I 

 do not mean by this that it should be 

 in any way cramped or uniform; let it 

 be loose and airy, but let it always con- 

 form to a well defined plan. Tate. 



COMBINING VARIOUS FLOWERS. 



Too often the mistake is made in de- 

 signs and decorations of using one 

 flower so much to the exclusion of others 

 that the effect is overdone and the pleas- 

 ing quality is lost. To combine variety 

 of effect with the predominance of one 

 or two kinds of blooms, is far more 

 pleasing to the customer and, in reality, 

 of greater advantage to the florist. Of 

 course, there will always be those who 

 demand a casket cover of orchids and 

 nothing else, just as there are those who 

 wear an excessive amount of jewelry, 

 whose object is to produce a quite dif- 

 ferent effect than that desired by the 

 florist, the artistic. For customers who 

 make such demands the florist will al- 

 ways do his best. He has to cope with 

 far more difficult eccentricities than 

 these. But when left to his own de- 

 vices he will find greater range, in fu- 

 neral work particularly, in combining 

 various kinds of flowers in one piece. 



In the illustration on page 08 is 

 shown a standing wreath in which lilies 

 and roses are conspicuous enough to pre- 

 dominate, but not emi)loyo(l so exclu- 

 sively that their use seems overdone. 

 The other flowers used to fill in are of 

 various sorts, so that none of them 

 seems at all conspicuous. The result is 

 one of ])leasing variety, with the lilies 

 and roses sufficiently dominating the 

 effect. The standing WTcath illustrated 

 was from the store of W. J. Smyth, who 

 caters to the best south side trade in 



The Real Truth 



about who originated the phrase 

 "Say It with Flowers *' 



This morning I woke of a sudden just at daylight. 

 And what do you think woke me? 

 A robin. 



A cheer-chirking, song-filled lad, who sat on the top of an'evergreen and 

 told his drowsy lassie what a beauteous thing was spring and flowers. 



In billing it to her, he likewise told it to me. With its telling came 

 thoughts of chubby fists, tightly holding meadow flowers picked for 

 teacher. 



Not that in those days of childish long ago, that I so much appreciated 

 flowers, but that I knew my teacher knew they said for me, what I 

 couldn't say for myself. 



When you and I talked together at Valentine's day, it was agreed that 

 the dear old monk, Valentina Valentia, originated Say it With Flow- 

 ers;" although we did, however, give full credit te Penn and Major 

 O'Keefe, for recognizing its surpassing fitness for the .S. A. F. slogan. 



But 'in all truth, now after all is said and done, you and I, years and 

 years ago, were the real discoverers of the happy power of flowers, to say 

 exactly what welwanted tolsay. e.xactl.v the way it should best be said. 



And Jnow comes lEaster, so whokcan blame us for tellinK others to let 

 flowers tell the things they want told? 



New York's 

 Favorite Flower Shop 



Fifth Avenue at S8th Street 



Chicago. Located at 3101 to 3109 Mich- 

 igan avenue, he is on the boulevard 

 where were once Chicago's most fash- 

 ionable homes, many of which are still 

 occupied by the city's leading families, 

 and the calls upon him are for orders 

 which will bear the strongest test of 

 scrutiny and comparison by those who 

 are most particular. In the funeral 

 work from bis store the charm of va- 



riety to be noted in this standing 

 wreath is general. 



IT TAKES THE TAX. 



To Rouse the Retailer. 



"It's an ill wind" — you know the 

 rest of the saying. The federal income 

 tax met with little favor when the time 



