Decembbb 25, 1919. 



The Florists^ Review 



69 



him for their flowers. He sells lots of floweri 

 in winter time. He sells lots of flowers of for- 

 eign growth at all times. One of bla front win* 

 dows he keeps continually trimmed with cut 

 flowers. 



There's good profit In selling cut flowers and 

 no Investment. You simply act as agent for K 

 reliable florist — take orders and mall, wire or 

 phoue them in — the commission is all yelvet. 



Cut flowers fit in well with the drug store, 

 just the same. They are dainty enough to do it. 

 If they weighed several tons and were coarse, 

 they might not harmonize so nicely with th« 

 drug business. Another thing Is, if a druggist 

 naturally deals out perfumes, they are mad* 

 from flowers. 



Another way to view it is, you can tramp for 

 miles and miles in 'most any city v^thout coming 

 upon a florist; but you won't tramp very far 

 and not run against the green and red signs of 

 a drug store. One reason, I believe, why more 

 people do not buy more cut flowers Is because 

 they are so unhandy to get. 



People usually have to glim a sight real often 

 to get enamored of it. They don't see cut flow- 

 ers very often. They would run against the 

 good sight did our drug stores carry cut flowers. 



Folks call on the florist for cut flowers alone, 

 mostly. They have to make a special trip to 

 the florist. They don't often do so, either. Not 

 enough of them do it, at any rate. Let the 

 drugman put in cut flowers, then. People have 

 to come, anyhow, to his store. The druggist 

 will sell many, many flowers to folks who didn't 

 think before they wanted flowers. Flowers will 

 soon become a more usual vision to them. As it 

 is now, flowers are something out of the ordi- 

 nary to most folks. 



Young chaps In love generally make the best 

 flower customers. Bit them, then, at a time they 

 are after a smoke in the store. Speak to them 

 with flowers. Make flowers more common. You 

 can readily get your hooks Into these young peo- 

 ple if you show them flowers in the store. They 

 feel a mite backward about entering a florist's 

 shop, for the florist sells only things flowerllke. 



Ix>ts of folks buy cut flowers and lots more 

 would do it were they easier to get — without 

 tramping the town half over for a florist's shop. 



The very same kind of people who visit the 

 florist's also visit the drug store. You have a 

 better chance to get your hooka into their gills 

 than has the florist. 



ANOTHER PENN PBODUOT. 



The design shown in the accompany- 

 ing illustration is a good exemplification 

 of the individual treatment in funeral 

 work, that new notion of using some cir- 

 cumstance in the career of the decedent 

 as the motif of the piece. In this case 

 the deceased was a member of the civil 

 service commission of Massadhusetts 

 and the floral tribute was from the em- 

 ployees of his department. The designer 

 at Penn's, Boston, chose the state seal 

 of Massachusetts for floral representa- 

 tion. The plaque was made of Killarney 

 Brilliant roses and sago palms. The 

 "seal" was formed of blue and yellow 

 Immortelles, with the "Indian" in red 

 and yellow, white carnations serving as 

 the background. 



FLOOR AIDS WINDOW DISPLAY. 



Special Coverings Easy and Cheap. 



Retailers who devote much care to 

 their window displays — and most re- 

 tailers do nowadays — have come to real- 

 ize that the floor of the show window 

 is worth consideration. Some have 

 tried various experiments and others 

 have shelved the whole problem because 

 they were too busy making sales to de- 

 vote the time necessary to reach a satis- 

 factory solution. 



A good floor adds to the beauty and 

 effectiveness of the setting. It shows 

 off the merchandise to greater advan- 

 tage. There is reason, therefore, in the 

 efforts to increase the share of this do- 

 tail in the attractive quality of a win- 

 dow display. 



There are a number of ways in which 

 the floor of the window may be made 

 to add to the effect of the display. One 

 that has been used by some florists is 

 a layer of colored hearth tile to cover 

 the wood flooring of the window. If 

 one can get the tile at a low enough 

 price, this is a means of acquiring a 



floor that is permanent and artistic. 

 One can buy various colors and effects, 

 which will blend well with a number of 

 settings. The tile, however, is rather 

 expensive, particularly at present. 



Composition Board. 



Composition board, now used in con- 

 struction work quite widely and em- 

 ployed in building window settings for 

 department stores and specialty shops 

 in large cities, has many possibilities 

 for floors. It may be cut in squares 

 of various sizes and each size painted a 

 different color. By painting some of 

 the blocks one color and some another, 

 designs, such as found in tile or marble 

 floors, may be carried out. 



Odd shapes will form pleasing de- 

 signs. One may use goemetrical de- 

 signs, hexagons, triangles and motifs 

 composed of a circle with adjusted 

 shapes about it to fit in uniformly with 

 the surrounding floor. Various-sized 

 square blocks used together will also 

 make a pleasing design. 



Almost any block floor is somewhat 

 of a Chinese puzzle to set together, but 

 much of this can be overcome by draw- 

 ing to scale the exact size of the win- 

 dow to be covered, using a scale of one 

 inch to the foot. After getting the 



outline of your window, find the center, 

 by drawing a perpendicular and a hori- 

 zontal line which bisect where tho di- 

 agonal lines from corner to corner in- 

 tersect. By starting at this center and 

 drawing your design about it you can 

 make the required sizes of blocks to 

 reach the front of your window. The 

 blocks at the sides of the window may 

 be less than a full block, but this does 

 not matter as long as the design is 

 symmetrical and so long as the front 

 comes even. 



After drawing the design in, it can 

 be colored, and you will then have; a 

 definite idea of the arrangement when 

 finished, or during the process of lay- 

 ing. It will save waste, too, as ypu 

 will know exactly how many blocks of 

 the various shapes you will require. 



The most satisfactory way to cut 

 square blocks is to send your composi- 

 tion board to a job printing shop, where 

 they will cut it with their cutting ma- 

 chines to any size you require. In the 

 larger shops they have machines large 

 enough to accommodate the 4-foot width 

 of board. It is not dilficult, however, 

 for one to do the cutting himself. 



Covering the Blocks. 



When one is making elaborate win- 



There's Nothing Too Intricate for Penn. 



