68 



The Florists^ Review 



JONB 10, 1920. 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



ARTISTIC FUNERAL WORK. 



Tendency of New Era. 



Just as the florists' business is be- 

 coming a profession worthy of rank 

 among the best, as the old-fashioned 

 methods of drudgery and slight recom- 

 pense are being slowly but surely re- 

 placed by modern ideas in selling, in 

 advertising, in decorating, etc., so is 

 funeral work gradually breaking away 

 from the stiff, set, artificial-looking de- 

 signs, to become truly artistic offerings. 



This tendency has been particularly 

 noticeable in the larger cities, but in 

 smaller towns there is an appreciable 

 lack of change from the old-fashioned 

 methods. The flat spray, with its flow- 

 ers laid in regular rows upon a thin 

 covering of flat ferns; the star or pil- 

 low, covered solidly with carnations or 

 roses without a vestige of green to 

 break the monotony of color; the mag- 

 nolia wreath, with a flower stuck here 

 and there without any particular effect 

 — all tliese are still common in the 

 smaller cities. 



Learn from Leaders. 



It would be an immeasurable benefit 

 to the florists with small businesses to 

 visit larger establishments, to absorb 

 the newer ways and tendencies and in 

 this fashion to educate the public in 

 their own towns to the possibilities of 

 artistic arrangements. The presence of 

 flowers at a funeral serves as a fitting 



tribute to the deceased; it is a mark of 

 respect as well as of beauty. But how 

 can a flat spray or a stiff piece answer 

 such a purpose? Flowers strewn about 

 loosely would be far more artistic and 

 desirable. This is not intended as an 

 indictment of floral designs as such, but 

 merely as a suggestion for their better- 

 ment. Observation of the work of some 

 of the best establishments in the coun- 

 try and personal experience warrant the 

 following suggestions: 



Advantages of Wiring. 



The tendency in most establishments 

 is to wire all flowers that are used in 

 making up designs. Contrary to some 

 opinions, the wire does not stiffen the 

 appearance of a piece, but aids in mak- 

 ing it graceful. In addition to that, it 

 allows for placement in any desirable 

 position, as well as keeping the flowers 

 in a fresher condition. This freshness 

 of course is merely deceptive, the wire 

 serving to hold up stems which other- 

 wise would droop upon wilting. The 

 stems are usually the first to show indi- 

 cations of lack of water, the flowers, 

 when properly supported, appearing 

 fairly fresh. 



The making of a spray built up high 

 to resemble a buncli of flowers appar- 

 ently growing out of a bed of ferns may 

 appear difficult to the beginner or to 

 one used to making flat sprays. How- 

 ever, it is sinijily a matter of using suffi- 

 cient greens between tlie flowers to 

 force them to stand up and out, A com- 



O.her Flowers Adi Variety* While Callas and Cattleyat Are PromiDent. 



mon fault found with many sprays is 

 their lack of stability and sufficient 

 stiffness at the back, preventing 

 convenient handling. This may be se- 

 cured by tight tying with wire or thread 

 or by the use of a stick for support. In 

 finishing a spray, a short tail-end of 

 ferns, leucothoe or galax may be used 

 to cover the cut ends of the flowers and 

 background greens. The high cost of 

 chiffon and ribbon has eliminated the 

 usual bows unless directly requested by 

 the buyer. An additional charge should 

 be made for these. 



Effective Wreaths. 



The wreath is the most common de- 

 sign in demand and may be made a 

 quite artistic piece of work, provided 

 a proper combination of flowers is used. 

 Galax leaves stemmed on toothpicks one 

 above another, magnolia leaves, oak 

 leaves and leucothoe are all suitable for 

 the groundwork. Leucothoe and box- 

 wood are especially desirable for larger 

 wreaths in which a cluster of flowers is 

 arranged at the base. To obtain the 

 loose, artistic effects, flowers should be 

 stemmed high on picks or sticks in vary- 

 ing lengtlis. Their color combination, 

 form and arrangement, together with 

 the saving grace of Asparagus plum- 

 osus, Asparagus Sprengeri or adiantum, 

 will determine the beauty of the piece. 

 Once tried, such an arrangement will 

 demonstrate its superiority over the 

 solid effects which require less skill and 

 more material. The same size of a 

 wreath may be made to appear twice as 

 large and good-looking, thus satisfying 

 the customer's desire for a big show- 

 ing for the price paid, as well as edu- 

 cating the public to an appreciation of 

 the skill of a good designer. 



The same principles may be followed 

 in tlie construction of other set pieces. 



Baskets Increasingly Popular. 



Baskets of mixed flowers or roses are 

 in continually increasing demand and 

 their use should be encouraged by the 

 florist. They are quite advantageous 

 from many standpoints. Their grace 

 and effectiveness arc beyond question, 

 tlieir keeping qualities are notable, the 

 rapidity of tlieir make-up is obvious — ■ 

 all qualities of distinct importance to 

 the florist. The inconvenience of pack- 

 ing such arrangements for shipping has 

 precluded their use in this respect. 

 Their otlier drawback is tlie impossi- 

 bility of using short-stemmed flowers. 



There is no question that the use of 

 artistic effects in floral offerings for fu- 

 neral work will stimulate a greater de- 

 sire for them for other occasions and 

 produce an impetus in the use of flowers 

 equal to that of the advertising cam- 

 paigns conducted by many up-to-date 

 florists. Alex. Lurie. 



CHARM IN VARIETY. 



In funeral work the florist is constant- 

 ly searching for new ideas and new 

 effects. Though the old set forms 

 satisfy his customers, he himself wants 



