SiAi 18. 1920. 



The Rorists' Review 



69 



jpt* florlat* rrh09m eard* appear oa the paces eanrylnc tbim head, are praparad to tta ordara 

 "»*— from oOiarllorlsts for local dallTanr on tha uanal InmUi* 



FOREIGN SECTION 



C. ENGELMANN 



Member American Florists' Telegraph Delivery 



Association. 



Life Member S. A. F. 



Member American Carnation Society. 



Member New Yorlc Florists' Club. 



Orders for England, Scotland and 



Ireland taken care of by 



C. ENGELMANN. Florist. Saffron 



Walden, Essex, ENGLAND. 



Cables: Bngelmann, Saffronwalden(2 words only) 



Orders for the French Biviera and 



Monte Carlo taken care of by 



C. ENGELMANN. Etablissement Hor- 



ticole "Carnation," Saint-Laurent-du- 



Var. near Nice. FRANCE. 



Cables: Carnation, Saint-Laurent-da- Var 



(2 words only) 



Liverpool, England 



DINGLEYS, Ltd., Florists 

 SHEFFIELD, ENGLAND 



WM. ARTINDALE & SON 



FLORISTS SEEDSMEN NURSER YMEN 



Manchester, England 



DINGLEYS, Ltd., Florists 



bOOTLAND ORDERS NOW TO 



LEIGHTON, Florist, GLASGOW 



Scotland's Only Member F. T. D. 



this idea often expressed with regard 

 to advertising and F. T. D. orders. In 

 these days of competition no man can 

 afford to live unto himself. 



Each Order an Opportunity. 



But we are getting away from our 

 subject. The point I wish to make is 

 this: If a florist takes an order for a 

 funeral design, no matter how small 

 the price he receives for it, he is moral- 

 ly bound to give the customer his best 

 thought in filling it. Better far, from 

 a business standpoint, would it be to 

 refuse the order than to slight it in any 

 ^ay. Make that offering in such a 

 manner that when it appears in the 

 company of others, which it is sure to 

 "0, the reputation of your establishment 

 ^■111^ stand out distinctly. 



■It 13 not uncommon, when flowers are 



scarce and high in price, for a customer 



^0 »ome into your store and say, "I 



^ave just so much for a funeral offering 



y '''^ going to leave the selection en- 



"'■('ly to you. Do the best you can for 



™e ^or that amount." Here is where 



|"e iiorist must use his brains. It may 



8u h ^"^«<=r'Ption of fellow clerks. In 



uen a case something striking should 



c 'locided upon; for instance, a horse 



yi'ar or oval wreath. This may be 



wr f K ^^ *" ®*^^^ *"■ fl^*- ^^^^^ y°^^ 



th^'l ^^ magnolia leaves. Then on 

 u,J 'bottom or thick part of the wreath 

 8i^,,J*°y^here from one to two dozen 

 aa n ^^^° leaves, with as many flowers 

 Uav P"ce will permit. Magnolia 

 ^^ es and cycas leaves are seldom if 

 seaa-ce, and there is nothing to 



'^^i^al them 



in making a reasonably 



u< 



When the East Isn't West 



At Lawrence, Mass., one A. H. Wagland holds forth with an 

 attractive flower shop with a Uitchings greenhouse attached. 



You know the Westerners have a way of saying that "New 

 Englanders are so conservative, they never start anything 

 until everything is already started." 



Now you and I know better. They may be a bit cautious, 

 but one thing sure, they never go off half cocked. 



Last summer I traveled some eight thousand miles through 

 the West and don't remember seeing any particularly bril- 

 liant ideas at work to take the slump out of the dull season. 



Still, when I drop around in Lawrence I find Mr. Wagland 

 has converted part of his flower shop, during the warm 

 months, into an ice cream parlor and doing a thriving 

 business. 



Not only selling lots of ice cream, but more flowers than he 

 ever did. 



Of course all of us could not turn to selling ice cream, but we 

 could do a lot more than we do to keep business levels up. 



The trouble with you and me is, it don't trouble us enough 

 so we will hustle enough to make things happen. The bear 

 sucks his paw and goes to sleep in the Winter. You aid I 

 have been snoring all through the summer. 



For my part, I have sworn off. 



How about you? 



New York's 

 Favorite Flower Shop 



Fifth Avenue at 58th Street 



priced design. But the point I wish to 

 urge is: Put as much thought into such 

 a design as though it were high-priced 

 and for one of your best customers. 



Spring Suggestions. 



In this article we are talking of ar- 

 tistic designs to cost a minimum price. 

 Spring is here. Have you ever made a 



wreath of fresh oak foliage t If you 

 have not, try one at your first oppor- 

 tunity; your fern man can get you the 

 foliage, or you may be in a position to 

 get it yourself. Get pin o^k foliage. 

 Stem this in small sprays, not single 

 leaves, for your wreath. After such a 

 design is ready for the flowers it has 

 cost you nothing save the frame, moss 



