28 



The Florists^ Review 



NOVEMBSH 25, 1920 



flowers to the greater use of this appeal- 

 ing slogan, which is the envy of all in- 

 dustries whose sales are even slightly 

 influenced by sentiment. We have it, 

 fellow florists; let's capitalize it for all 

 it's worth. There is none better in the 

 land. 



As a parting thought I wish to say 

 that we advertise to get people to think 

 and feel and say the same things about 

 our business that we want them to say; 

 and in making them feel and think and 

 talk, we sell them our product. 



Recently the president of one of the 

 greatest national retail dealers' organi- 



zations in the United States said: "The 

 man who advertises locally not only ad- 

 vertises the fact that he is an up-to-date, 

 wide-awake merchant, but also adver- 

 tises the fact that he is successful in 

 his business and making money, and 

 usually he is an influential factor in his 

 community." 



And I want to say that I believe if 

 there were thirty florists in Memphis 

 and they all advertised in the right way, 

 each of the thirty would do more busi- 

 ness than each of the ten or fifteen now 

 do with the small amount of local ad- 

 vertising that we now do. 



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PLANNING THE STORE 



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FLOWER SHOP ARRANGEMENT. 



The Location. 



To my mind, a flower store, like any 

 other retail store, should have a loca- 

 tion where the most people pass during 

 the day and evening, in proximity to the 

 hotels and theaters. I prefer a corner 

 store, where it is possible to have the 

 maximum of window space. The store, 

 by all means, should be level with the 

 sidewalk. I object to having even one 

 step to make in approaching the en- 

 trance door. 



Window Advertising. 



The windows should have the first 

 consideration, so get as much glass front 

 as possible. I think a curved glass 

 window with a marble base is the best. 

 The floors of tlie windows should be from 

 eighteen inches to two feet above the 

 sidewalk. The flooring of the windows 

 should be of tile, with provision for 

 proper dr.ainage. There should be a 

 water connection in each window for 

 watering plants and arranging fountain 

 displays. There should also bo electric 

 sockets for connecting electrical dec- 

 orations, such as liglited pumpkins for 

 Halloween displays. Have the lights 

 concealed, using reflectors with high- 

 power globes, to make the windows and 

 the front as bright as possible, which 

 at the same time will light up the entire 

 store front and show off your display 

 to the best advantage. 



In arranging a store front, if there is 

 space for two windows, I prefer one 

 large window and one small window, 

 using the large window for decorative 

 effects of a seasonal nature. My reason 

 for having the smaller window is to 

 show practically nothing in it except 

 choice arrangements of cut flowers. The 

 advantage of the small window is that 

 you can combine diflferent colors of 

 velvet and ribbon with your general 

 color scheme and von do not have to 

 use a large quantity of cut flowers in the 

 window. 



Results from Windows. 



When it comes to advertising, spend 

 your money on your windows first and 

 let the newspapers, posters, folders, 

 etc.. come next. The advnntage of hav- 

 ing a large window was demonstrated 

 to me more this f.nll than ever before. 



An nddrosg by n. I. Orosliam. of the C. A. 

 Dnlil Co., Atlnntn, On., on "Flower Sliop Arnince- 

 mpnt." ripliverpd .it the soventli nnniial nieetinp 

 of tlio Tennessee i'tate Florists' Association, at 

 Memphis, Tenn., November 17. 1920 



During our fair we had a display of 

 bulbs with attractive posters. There 

 was box upon box of narcissus bulbs, 

 and by using baskets filled with tulips 

 and hyacinths and covering the floor 

 with bulbs, we had a display which 

 filled the entire window and was six 

 feet high in the back and center. We 

 intermingled palms and ferns with the 

 cork bark in making this display. As a 

 result we sold more bulbs t^n we ever 

 had sold before. 



We tried a display of baskets in this 

 big window. We happened to have three 

 shipments coming from different firms, 

 which were all of practically different 

 designs and colorings, from the smallest 

 tumbler basket to some baskets six feet 

 high. We also put two attractive dis- 

 plays on each side of the entrance to 

 the store. Although these baskets were 

 bought to carry us through the fall and 

 Christmas seasons, we have practically 

 sold tlie entire lots. 



The windows should have mirrors in 

 the sides where possible, but the back 

 of the window should be left open, so 

 that everything in the store can be 

 seen. 



Display Icebox. 



Next to the windows, the icebox should 

 be given the first consideration. The 

 icebox should have as much glass space 

 as possible. It should be well lighted, 

 with a tile floor and step elevations, so 

 that the flowers may be arranged one 

 vase above another. Each vase of 

 flowers should stand out distinctly from 

 the others. 



If possible, there should be a reserve 

 icebox in the workroom, where the sur- 

 plus flowers can be kept and not crowded 

 together in the main icebox. 



In displaying flowers in the icebox, T 

 think that the green willow, zinc-lined 

 vases lately introduced are decidedlv 

 the best, much better than the old- 

 fashioned fiber jar, zinc vase, glass or 

 crockery. It reflects the color" of the 

 flowers, as a dull b.nckgrnimd does all 

 flowers. The vases are graded in sizes 

 .nnd are suhstnntinl. The icebox should 

 have mirrors in the back of it. the same 

 as the sides of the windows. . 



Arrangement of Store. 



The size of the store has n great 

 deal to do with the general arrange- 

 ment, but the arrangements should be 

 such as to afford the best displny of the 

 flowers. Whoever plans the store should 

 follow out some floral scheme. He m.ay 

 .Trrnnge it in an Italian garden effect. 



Pergola effects, with columns, can be 

 worked in almost any store to good ad- 

 vantage, and with lattice trimmings you 

 can get a garden-effect background that 

 lends itself beautifully to the display of 

 flowers. I am opposed to the use of mir- 

 rors in the up-to-date flower shop, be- 

 cause barber shops and Greek restau- 

 rants have worked mirrors overtime. 



In my own store, I conceived the idea 

 of a garden wall, which I built all around 

 the store in tapestry brick of a fancy 

 design, giving the effect of a handsome 

 garden wall. This dull brick background 

 shows the flowers and plants to great 

 advantage. 



In arranging the ofiice in the store, I 

 had a balcony built, and by having gar- 

 den gates going through this brick wall, 

 with a combination of pergola and balus- 

 trade, I was able to get an attractive 

 background in the rear of the store, 

 which afforded me the use of the bal- 

 cony for office space, and the space un- 

 derneath for the assorting and packing 

 of the flowers. 



Fountain an Aid. 



Where the decorations of the store are 

 carried out elaborately I think a foun- 

 tain arrangement helps to make the store 

 more attractive and is in keeping with 

 floral schemes. In arranging a fountain, 

 see that it is well built and of good 

 design, and that there is not any leaking 

 or splashing of water outside of it to 

 make the floor wet and dirty. The foun- 

 tain should also be built with a view of 

 combining plants and flowers with it to 

 give an attractive decorative effect. In 

 other words, the fountain should, like a 

 show case in a store, be used to display 

 your merchandise in the most attractive 

 manner. 



To my mind there is nothing so attrac- 

 tive in a flower store as wicker furni- 

 ture, upholstered with ta]>estry cushions. 

 I also prefer baskets, stands and urns 

 of willow, rather than of crockery. The 

 floor of the store should be of some 

 attractive tile design, which can be 

 easily cleaned, and of the same color as 

 the general scheme of the store decora- 

 tions. 



The lighting effects in the store should 

 be given careful consideration. Flowers, 

 like jewelry, should have all the light 

 obtainable, but shaded fixtures should be 

 used, so as not to let the light itself 

 be seen. 



Separate Workroom. 



Where it is possible, the workroom 

 should be separated from the store, as it 

 is nearly impossible to keep the store 

 clean if bouquets and designs are made 

 up in the store. A clean store and 

 icebox should be a manager's hobby. I 

 think every store should have a maid 

 to do nothing but see that the icebox 

 and floor are kept clean and the fixtures 

 and furniture are dusted and washed 

 regularly. I do not think the office 

 should be on the main floor of the store, 

 where it is possible to have it on an 

 upper floor or in a balcony, where there 

 may be privacy for the bookkeepers. In 

 some convenient but not conspicuous 

 position, an attractive mirror should be 

 placed, so that the customers may use 

 it in pinning on flowers, etc. 



The workroom should have .ns much 

 daylight as jiossible and should be well 

 lighted artificially, to aid the designer 

 in combining flowers and ribbons. It 

 should also be large enough to afford 

 plenty of room for the workers and the 



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