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The Florists^ Review 



July 15, 1929 



*^ RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



WEDDING IN ART GALLERY. 



Large California Decoration. 



A June unparalleled in the number of 

 weddings and the amount of money 

 spent for flowers for such occasions, and 

 the reports of the principal flower 

 markets throughout the country to the 

 efifect that more stock was used this 

 June than ever before in that month, all 

 tend to excite the curiosity as to what 

 splendorous affairs some of these wed- 

 dings must have been. On scanning the 

 news letters of the different cities, one 

 sees the accounts of wonderful weddings, 

 some supposed to be more lavish than 

 any before. 



A wedding that is said to have been 

 unequaled in size in southern California 

 was that of Miss Barbara Sutherland 

 Scoville, at Pasadena, Cal., June 19. 

 The decorations for this affair were 

 executed by Siebrecht's House of Flow- 

 ers. The marriage was performed in the 

 residence of the young lady's parents, 

 which is a palatial home, one of the 

 finest in Pasadena. 



The accompanying photograph shows 

 the approach to the art gallery in the 

 home, where the ceremony was held. 

 The distance of the approach was over 

 100 feet. The art gallery was trans- 

 formed into a chapel and a temporary 

 altar was constructed. About 200 



placed at intervals along the approach 

 and were connected with broad satin 

 ribbon and surmounted with huge 

 bunches of Easter lilies and white 

 roses, tied with long bows and long 

 streamers of satin ribbon. 



Aisle Posts Guide Way. 



There were three rooms along the ap- 

 proach to the chapel. The entrance of 

 the first room was decorated with dark 

 pink asters, gladioli and Eussell roses 

 and the entrances of the other rooms 

 were decorated with pink gladioli, 

 Columbia roses and larkspur. The third 

 room was decorated with Ophelia roses, 

 pink sweet peas and peonies and the 

 chapel was decorated entirely in white. 



The veranda, leading from one of the 

 rooms, was transformed into a summer 

 garden, with bay trees, palms and ferns. 

 Each end of the veranda was closed in 

 with double white lattice gates fes- 

 tooned with running vines of roses. 



ACKNOWLEDGING RECEIPT. 



Undoubtedly the rapid growth of 

 telegraph business has brought this item 

 of income to an important position on 

 florists' books. It will become more 

 important as the education of the public 

 progresses and as more detailed effort 

 on the part of the trade adds to the ease 

 of transaction. Many points are over- 



Floral Atsle Formed Through Art Gallery for California Wedding 



candles were used for light. This 

 entrance to the chapel was arched with 

 roses, Easter lilies and peonies. The 

 altar was massed with Easter lilies, 

 peonies and Bride gladioli. 



Aisle posts, twenty in number, were 



looked by those who have not special- 

 ized to any extent on this business. One 

 of them is the proper and prompt ac- 

 knowledgment of all orders from 

 brother florists. A postcard — it doesn 't 

 need to be a formal letter — mailed aa 



soon as a telegram is received assures 

 the sender of the order that it has been 

 taken care of. Furthermore, it carries 

 assurance that the receiving florist got 

 the correct information — name, address, 

 price, etc. — by wire. 



An easy way to take care of this 

 important detail is to have your printer 

 run off a few hundred postcards, the 

 number depending on the frequency 

 with which you receive telegraph orders. 

 On the card may be printed everything 

 except the few facts which vary with 

 the individual order. Aldous & Son, at 

 Iowa City, la., have a postcard form 

 which reads as follows: 



Iowa City, Iowa 



Aldous & Son, Florist, F. T. 1).. 112 So. 

 Dubuque St., opposite Hotel Jefferson, are 

 pleased to acknowledge receipt of your order 

 for 



Kindly accept our thanks for the favor, whicb 

 shall receive prompt and careful attention. 



And across the bottom of the card, 

 in script, appears, "Say It with Flow- 

 ers." 



Many florists use a card somewhat 

 similar. Many, however, have nothing 

 of the sort. "The latter should adopt 

 some such form for acknowledging tele- 

 graph orders if they receive them at all 

 frequently. 



BUSINESS FAILURES CLIMBING. 



Realization of the increased diflBculty 

 many firms are meeting in doing busi- 

 ness should make florists more vigilant 

 in their collections at the present time. 



The tendency toward increase in fail- 

 ures that has lately developed in vari- 

 ous sections of the country finds rather 

 sharp reflection in the insolvency state- 

 ment for the six months just ended, 

 3,352 commercial defaults, with aggre- 

 gate liabilities of $86,743,876, being re- 

 ported to R. G. Dun & Co. during that 

 period. Wliile the number of reverses 

 is the smallest for the first half of any 

 year since 1881, yet tlie margin of de- 

 crease from the figures of earlier years 

 has narrowed appreciably, and a de- 

 cided enlargement of amount of indebt- 

 edness now appears. Comparing with 

 the remarkably favorable exhibit of 

 1919, wliich discloses only 3,462 failures 

 for the half year, a numerical reduc- 

 tion of three and two-tenths per cent 

 is revealed; but this year's liabilities 

 are twenty-six and two-tenths j)er cent 

 in excess of last year's total of $68,- 

 710,886, and are little more than one 

 I)er cent below those of the first six 

 months of 1918. 



June brought 674 insolvencies, which 

 is the highest number of any month 

 at all in a vear and a half. 



NATIONAL PUBLICITY CAMPAIGN. 



Good Intentions Shelved. 



In a letter covering a subscription to 

 our campaign fund, W. H. Flye, Woon- 

 socket, R. I., says: "I plead guilty; 

 I have been reaping the benefit of the 



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