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The Florists* Review 



41 



FASHIONABLE FLOWER SHOPS 



^ A V E llnrists been conscious 



Moi tlic rapid advance 

 n»ade by their trade of 

 late years? I've often 

 i wondered if they have," 



'^J\^ remarked a customer to a 

 ,1. /) florist the other day. Ex 

 v\^^d^ plaining^ that his ]i;irti.'ii- 

 N lar business had madr liiiii 

 observant of all kinds oi' 

 retail establishments for many ycurs, 

 he added, "It's not the puldicity 

 they've had from their slojjan that I 

 mean. That is a.ltof^ether recent. Thir,- 

 has been in the last decade, Iiowcmi-. ;i 

 conspicuous improvement in Hoiists' 

 stores and in their methods of basin.--. 

 Today. I slu-uld say, no retail shops arr 

 finer than some flower shops I've been 

 in. Not all of them, ol course ; ther(^ 

 arc leaders and lagpards in cNcrv ]>r<>- 

 fession as in every procession. Thi^ 

 leaders among florists' ston-. Ih.wimi-. 

 surpass the leaders in 

 other retail establish- 

 ments. Some of your 

 fashionable fi o w e r 

 shops are the last 

 word in store .nrchi 

 tecturc. ■ ' 



Leaders. 



Have florists noted 

 it.' Or does the fact 

 only come to our mind- 

 when an outsider calN 

 our attention to it .' 

 When he has done -d. 

 a little reflection <i.ii 

 vinces us that he i- 

 ripht. One would n..t 

 here name those retail 

 flower stores whiili 

 stand out conspicuous 

 ly in the various cities 

 of the country; such a 

 list would be invidious. 

 Florists who travel to 

 conventions, if not 

 elsewhere, however, re- 

 call those stores whose 

 appearance ha= piven 

 them cause ii.r ad- 

 mirati(.n. The number 

 is becominp larger, for 

 otliers of the trade arc 

 seeing and pondering 

 the success of those 

 shops, and quite fre- 

 quently a trade visitor 

 goes home afterwards 



to spruce up his place a bit, even 

 though his town is not largo enough to 

 warrant the outlay for sucli a store as 

 he has seen in the city. 



Progress. 



The result has been, ;is the florist's 

 patron remarked, a iiotiiMf ;idvance in 

 tlie trade. This, one iMJiivis, is only 

 one phase of our ])rogrcss. It is one, 

 however, that carries much in the way 

 of ]irestige to the public, which is not 

 generally able to note other lines of 

 the trade's advance. 



There is in reality a decided benefit 

 to be obtained by a store that stands 

 out as tlie home ot' a business and is 

 not merely the room in which the jiro- 

 prietor displays his stock for sale. If 

 it dr)es nothing more, it adils to the 

 resjiecl of the patron for the w.'ires he 

 buys in such an est.-iblisli iiniit , .lud in 

 these (lavs, when oiieiv i.f ll.iwcrs are 



Distinctiveness of Exterior Is Recognijed as an Asset Today. 



high and must continue high, all of us 

 will agree that this is something well 

 worth while. But it does do more. It 

 is, for another thing, a highly valuable 

 species of advertising. Many of the 

 trade may recall, in this connection, the 

 doughboy who was asked in Paris what 

 he tliought of most often in connection 

 with his home city, New York, in his 

 reminiscences of home. Was it the 

 Woolworth tower, perhaps, or the Statue 

 of Liberty, the Hudson river or Brook 

 lyn bridge? No, it was a green spot on 

 a Fifth avenue corner that hatl iiii 

 pressed itself on his mind, and when 

 ho returned lie was going to take the 

 bus straight to that famous florist "s 

 store, ^\'lle^l a shop becomes a land- 

 iiinrk, it has. indeed, tremendous j)ub 

 licity \;ilue. and in many cities anil 

 towns are fl<irists' j)!aces which have 

 reached this class. Their ajjpearance. 

 either liecau-;e Cif their architecture or 

 exterior ornament or 



— decoration of .some 



sort, has inijiressed it 

 self indelibly upon the 

 eyes of passers. 



Fashionable. 



When a flower store 

 has the air of up-to- 

 dateness it derives pat- 

 ron.age also because it 

 comes into that cate 

 gory of shops termed 

 by that word so inde- 

 (inable yet meaningful, 

 "f.'ishionable." Flo- 

 rists of wide experi 

 eiice are respectful of 

 that word and what 

 it denotes. They have 

 seen a difference of a 

 few blocks in location 

 work a marked effect 

 ujion clientele. They 

 have seen change in 

 .•ipiiearance— the alter 

 at ion of a store front, 

 more pretentious ex 

 terior decorations, or 

 rearrangement of in 

 terior, not to speak of 

 reuHideling or the 

 building of a new 

 store- -make notable 

 changes in a shop's 

 trade. Just as people 

 lik(> to be seen with 

 stylishlv dressed com- 



