DnCEMBEB 2, 1920 



The Florists^ Review 



23 





\\ RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



PRACTICAL PUBLICITY. 



Some of the newspaper "colyum con- 

 ductors" can give liints to our llorist- 

 advcrtisor.s. Some of them do. B. L. T., 

 in the Chicago Tribune November 24, 

 ran the following suggestion in liis 

 column, "A Line o' Type or Two": 



SAYING IT WITH FLOWERS. 

 [Kroiii fill) Waterloo Coiirier.] 

 A liiifjc lioii(|iict of lldwi Ts ndoriis Cliief of 

 I'dlicc Voiiii^''s (li'sk. It WMs pn'scntcd witli tlic 

 (■(iini)liiiirMts of i!:illiiw;iy Uros. in apiircciatiiiii 

 of till' (Icp.'ii'liiu'iit's ri'c'civi'riiiK ;iii ovorcoat stolen 

 fioiii till' linn's driver. 



COLOR IN WINDOW DISPLAY. 



"Color in window display is one of the 

 most subtle means of influencing the 

 florist's customers, yet one that receives 

 far less attention than it deserves," 

 stated a Seattle florist who has acquired 

 a more than local reputation for the 

 window disjdays of flowers he produces. 

 "I have found the following rules of 

 great help when figuring out back- 

 grounds for the various windows, and 

 know they can be used with flowers 

 .iust as with any other colored body. 

 White by the side of a color serves to 

 intensify the tone of the object shown, 

 while black has just the opposite effect." 

 Among the color schemes which he has 

 found effective are the following: 



l^lnok, ornnpe and re«l. 

 Ulnrk, yellow and orange, 

 lilack, red and yellow, 

 llliiok, yellow and violet. 

 Ulack, preen and oranpe. 

 Itlack, yellow and proen. 

 White, yellow and violet. 

 AVhIfe, red and bine. 

 'Ireen, violet and white. 

 White, blue and oranpe. 

 White, violet and red. 

 'Jrcen, bine and white. 

 White, yellow and bine. 

 White, violet and orange. 



H. M. 



WINDOW WINS BUSINESS. 



A recent disjilav window of the Win- 

 ter Floral Co., Charleston, W. Ya., at- 

 tracted much attention .and has actually 

 been effiM'tive in stimulating the linn's 

 telegrajih business to a considerable ex- 

 tent. 



In the extreme front of this window 

 and elevated somewhat was a telegraph 

 instrument. Piled around it were num- 

 bers of telegrams. Telegraph wirrs ex- 

 tended from the instrument over minia- 

 ture poles and terminated at the north 

 pole of a gl(d)e of the earth, at the other 

 end of the window. On one side of 

 the telegraph line ran a miniature elec- 

 tric train of two cars. The banner on 

 one read "Winter P'loral Co. Special," 

 and on the other "Say It with Flowers 

 for All Occasions." This train disap- 

 peared into a tunnel beneath a mountain 

 which sujijiorted tlie globe and the track 

 eircled back behind a canK>uflage of 

 ferns, emerging again behind the tele- 

 grajih instrument. 



On the other side of the telegraph line 

 ran a road of white sand on which was 

 placed a toy delivery truck filled with 

 flower boxes labeled, "Special Delivery 

 from the Winter Floral Co." In the 



center of the window was a pond filled 

 with goldfish and a doll boy fishing on 

 the bank. 



The backgi-oiiud w;is of auluiiiii 

 foliage, with telegrams ]nniii'd fn tlir 

 foliage in jirofusion. Pl.ant jiots .'iml 

 sheet moss were employed for the floor 

 covering. A few mums and ]>oiiipons 

 were displayed. A sign in the front of 

 the window read, "Do you know that 

 wherevi>r telegrams go, tlowcrs may go 

 loo,' Florists every when' arc rcadx' 

 to serve jjatrons id' this store tliroiigli 

 the F. T. D. (Florists' Telegraph De 

 livery Association)." 



HARMONIOUS COMBINATION. 



There is no end to the making oi' 

 basket arrangements, because there is 

 no end to tlie combinations th'' tlorist 

 may make of the material at his dis- 

 posal. From the strictest and simplest 

 use of one variety of rose, for example, 

 to the inclusion of many difl'ereiit flow- 

 ers, there are many gradations, and in 

 the material that m;iy be combined there 

 is wide variety. What is always needed 

 is that eye for harmonious combination 

 which is the florist's greatest asset. 



On this jiage is illustrated a basket 

 from one of flhicago's foremost florists, 

 an example of a hai)py juxtaposition of 



a number of flowers. Tin y were selected 

 with care .and jilaccd with skill, with a 

 most j)lcasing result. W. .1. Smyth, from 

 whose store this basket c.'iinc, has found 

 ilic employmeiit of such artistry highly 

 appreciated ainong those who still re- 

 side aloiio (.'hie-ago 's old-time fashion- 

 .■ilile |jipule\;ii'l, .Michigan a\i'iiue, as 

 well ,'is the newer elite that dwell 

 I'aitlier out on the -nnth side. 



BOOSTING THE BUSINESS. 



As florists each aiol e\-cry one of us 

 is interested in tinything that leads to 

 the increased sale of flowers. I'or one 

 thing, any successful idea i^ likely to 

 aft'or.l a suggestion of soiiietliiug We 

 I'tin employ in our own sales efforts. 

 -\iid then there is the assuranci> that 

 e\ery little bit of' jiublicity and stiles 

 ]ir(imotion wurk by any tlorist helps 

 many others besides himself by just 

 that much; no man gets for himsidf the 

 only benefit ilerived from liis efforts. 

 'I'tike, for inst.ance, the autumn flower 

 show of Fred " Ked C. " Widjer, in St. 

 liouis. Mr. Welici- engaged the serv- 

 ices (>f line III' the most ex[)crt ;iil\'er- 

 lising ;ii;encies in his city :uid put out 

 some large and ;it t r:ict ive iiewsp!i])er 

 advertisements nf the e\-(Mit, till the 

 window displiiy, store decoration, sou- 



Harmonious Combination of Several Flowers Makes a Desirable Basket. 



