20 



The Florists^ Review 



NOVEMBBK 18, 1920 



lisc tlif llorist :iii(l srll his lluwcrs. It 

 liMs (inly liccii lii'ijuii liiic. There ;iro 

 iiiiiliy iiii\el icieiis ;iii(| iii;iiiy iiKire uhich, 

 Ihiiu^^h lidl li(i\<'l, ;ile iii'\ erUielcss et- 

 lective Cor the lloiists' use. The I'odt- 

 1p;iI1 se;is(]|i in the (•(ine;ic tnwn liriiij^s its 

 siiji^e>t idlis. 'I"h:i iiks;;i\ iiij; idi'iis Wd'e 

 tdlli'lieil U|i(ill ill ihesi' |i;i.L;es hist Week. 

 |-;\|>eiieri(Mil ciecni;it iiJ's i-ellhl sii^'j^est :is 

 lii;iliy liinrr i(le:is .-is li;i\e lieeu [ireseilteii 

 111 re. I'liiDUeh li:is lieeii saiil li;is it llut .' 

 Ill iliii icat e h(i\\ ;^elieiiilis are the (i|i 

 |iiiit II nit ies |preseiil eil at this seasdii I'or 

 ■ lei-nrat iii>;' thiwer stiire wiinlnws. At 

 the threslinhl nf a llew •^eas(l|| tllose 

 ihnists who ha\e ^l•^h■rll■li this means 

 lit' |iriiiiiiit iii^ their sah"- vhniihi take 

 ailsaiita^e of the aiil uiiiii 's mat ei'ia is 

 til lill tlieir uiiiiliiv\^ uitli a real liisplay. 



Ill tile welii- III Ille I'lintliall eliaeil, 

 ■• Let -S ir,,' •■ 



SAAKE'S SIMPLE SETTING. 



The illiisl la I iiiii nn the preeeiiiiie ]ia;;e 

 indicates Imw excellent an ii|i|iiirt unity 

 the liisplay wiinlnw nf tlie lale-.t tv|ie nl' 

 liiiUel- stele ^i\es I'm' plesr II t ill;; all at 

 Iractixe exhiliit tn the pulilic. Tlii.s 

 particular style nt' stnre t'rnnl aiils tlie 

 «iiiilii\\ arti>^t materially, t'nr the ;^lass 

 nil one siije makes the raiiL;e of' iiliser\a 

 tioii alone; tlie street ijeciileilly orrater. 

 'I"he linisheii effect ]ildilllceil liy the tileil 

 lloorin;;. the valances alio\i'. ami the 

 ciiNcreii li^^hts I'nrnishes a setting in 

 which .simple ari'a n^emeiits ]iroilnee in 

 terestilie; ami attraclix'e ef'fei-ts. .\ii 

 matter how siin]ile they are, the iliffer- 

 ellce lieMVeeii thelll ami the too Ireipleilt 

 lerii-tilleil window is \ast. not only in 

 a]i]ieara lice lint also, ami more decid 

 I'dly, in ad\'ert isiiii^ \aliie. 



The material imdmled in this window 

 dis])lay ot' I). < '. Saake's is not exteiisiviN 

 or complicated. The few \ases of chrys-' 

 anihemnnis, the two or tliree ferns and 

 palms, the "lucky weej^eo" birds and 

 tlieir caycs. with the aid of a (doth dra]i(' 

 in the ceiitei', .'ire >.iniply arran^jed. yet 

 int(>rest inj,'ly. 'I'he i-ye (iiids something 

 there to hold it. It is interestiiie; to imte, 

 if yon are ;,food ;it tliat kind of (diser\'a- 

 tion, Imw thu eye, thoiii^h it iest> tirst, 

 |ierlia|is, npoii the weee,.,. Iiirds and 

 their caecs in the foreei-diind. e\ r'nt iia ll\' 



travels to the ^^roup of liifj mums at tlic 

 liai k of the window. And oni'o the eye 

 has re;i(died those blooms the otlier parts 

 ol' the window take .a secondary place, 

 :is do the lesser olijects in a picture. In 

 this aliilily to h'.ad the eye of tiie be- 

 holder to a desired object lies the real 

 art of the window dresser. 



This window is one instance of tlie 

 .lit that has made (). ('. Saake one of tlie 

 le.adin;;' I»os Ani^ides llorists. He is, in 

 fact, the ohU'st established retailer in 

 that city, having started in 1S1I4. In 

 addition to this view of his store front, 

 .it L'l.") ^Vest roiirth street, the interior 

 of his store is shown in the illustration 

 on this p.aee. 



JAEGER'S TELEGRAPH WINDOW. 



Whether it is autumn or spring, 

 \\ inter or summer, w indow displays 

 piesentine to the public llorists' facil- 

 itii's tor sending orders by telegraph 

 are always tiimdy. And now, as well as 

 at any other time, smdi a window is a 

 prohtalile one foi- a tiorist. .M.any ex- 

 amples of this sort of display liax'e been 

 pnlili^hed in The Review. One that is 

 coninieiuiable is reproduced on page I'l. 

 It was staged by I-". ('. .laeger it Son, of 

 S.an l-"rancisco. 



The essential jiarts in the composition 

 of this display are .ascertainable from 

 the illustration. The reproiluction does 

 not iil.ainly show the names of the llorists 

 on the tags fastened to ghdjes at jifiints 

 representing the ]irincipal eities of the 

 country on the maii. In each case the 

 name, street address .and city of the 

 correspondent of F. C. Jaeger A: Son are 

 noted on the tag. The ones given are 

 Henry Penn, I'.oston; (ieo. ^I. .Stuni])]i, 

 New ^'ork; (iiide Bros. Co., Washington, 

 I). ('.: Mills the Florist, Jacksonville, 

 Fla.; E. C. Ludwig Floral Co., Pitts- 

 burgh; Franklin Park Floral Co., (Jiduni 

 bus, ().; Honaker the Florist. Lexington, 

 Ky.; Charles Kble, New Orleans; John 

 lireitmever 's Sons, Detroit; Herterniiinn 

 Bros. Co., Tndian.apidis, Ind.; A. Lang(\ 

 Chicago; (Irimm & (Jorly, St. Louis; 

 Lang Floral i: .Xurserv Co., Dallas, Tex.; 

 lludd.art Flor.al Co.,' Salt Lake City; 

 .lohn H. Bath. Omaha, Neb.; Swanson's, 

 Inc., .Minneapolis, Minn.; (Ieo. II. 



(Jooper, Denver, Colo.; State Nursery & 

 Seed Co., Ihdena, Mont. 



Plac;irds explaining the telegraph 

 service occu]iied conspicuous places in 

 front of the ni.ap in a group of Japiinest; 

 dwarf lirs anil other foliage plants, 

 which g.ave the necessary lloral tone to 

 the display. 



ARMISTICE DAY IN BOSTON. 



Returned Soldiers Remembered. 



Boston florists are showing the way 

 to cieate a demand for llowers Noveni- 

 lier 11. They beg;in hist year by setting 

 the public a good exam]ile — giving tiow- 

 era away to the wouiuIimI soldiers and 

 sailors in Boston's 112.") hosiutals. They 

 showed their future eustomers wliiit 

 Armistice day should stand for. 



I'resident Henry Penn, .Secretary K. 

 S. (iorney, Financial-secretary Frank 

 Ivlgar and Treasurer William Stickler, 

 of the Ketail Florists' Association 

 of l^oston, this year arranged with the 

 growers for ipiantities of blooms of all 

 the autumn varieties. Xo\enil)er 11, 

 iL'.j boxes, each containing from 400 to 

 ()(i() llowers, were jiacked in thirty auto- 

 mobiles, loaned by the llorists for mak- 

 ing the deliveries. 



The cars in line, decorated with ]ien- 

 nants, then formi^l ;i ]irocession which 

 jiaraded tlnauigh streets of the Hub, dis- 

 banding at Copley s(|uare to go their 

 se]iarate ways to tlio various hospitals. 

 It was a successful demonstration, and 

 the results of its yearly repetition can 

 already be seen. 



Possibilities of Big Day. 



F. S. (iorney, secretary of the associa- 

 tion, expresses his o[iinion of the ])0S3i- 

 bilities for the trade in the future de- 

 veloiunent of Armistice day as follows: 



"There is no reason why we cannot 

 have another llower holiday on Armis- 

 tice day, by advertising collectively, 



urging grave d( rations and memorial 



services, sending llowers to the sick sol- 

 diers and also by inducing everybody to 

 wear a flower. 



"I would suggest that the women 

 wear a ycdlow chrysanlhemum and the 

 men a yidlow poni]ion, as at this season 



Cross-Section View of the Store of O. C. Saake, Ready for the Day's Business. 



