pidcr III lilt jiorisis siafis. iciifi' IH( if (ire joinid nci 

 iHiiti rial iiids ill <ii 1 1 iiifi mill Jinliiiiiii ciisfonicrs. 



Imt 



IIK i-xjiression "painting 

 tlie lily" lias become 

 man's verbal method of 

 decrvinj; any attcmjit td 

 iminoxe on tlii> beautit'ul 

 in Nature. There are, 

 nevertheless, many thinj^s 

 %vliit-h will enhance that 

 beauty without alterint; 

 tlie ori<>;inal. Nature, her- 

 self, has (lone this same thing by giving 

 flowers a background of green, making a 

 striking and, at the same time, liaruuuii 

 ous contrast. 



Development nl' tlie tlorists' art has 

 taught the trade the truth of these state- 

 ments. The unsightly ]iot has bcM'ii prn 

 vided with a co\('ring whicdi harnumi/c-: 

 with the stoi-k the pot contains; plants 

 are arranged in baskets and many otlur 

 methods have been devised to givt 

 projier and artistic settings. 



Tlu' same is true of the modtTu met!] 

 ods of handling cut flowers. The addi 

 tion of greens to the bouquet was 

 merely following Nature's idea, but the 

 ribbon or chifl'on touch has been added 

 by the florist, he taking care t( 

 only su(di cidors as will contrast 

 make a hannoni(uis wliole. 



These im])roved 

 methods of the re- 

 tail trade have 

 brought to the flo- 

 rist some ]n'ofitaV)lo 

 side lines. W h i 1 o 

 the store is, and 

 should be, devoted 

 primarily to the sale 

 of cut flowers, pot- 

 ted plants and 

 greens, he now car- 

 ries many acces- 

 sories. 



Add to Profits. 



They are prolit- 

 able, aside fro m 

 what their sal<^ nets 

 him, in that they 

 add to the attrac- 

 tiveness of his store, 

 draw a better class 

 of trade, w h i c h 

 means larger sales 

 checks, and finally, 

 but far from the 

 least important, 

 send into the home 

 of the purchaser or 

 recipient sonietliiug 

 from his store of a 

 permanent charac- 

 ter, which is a con- 

 stant romVnder of 



liiiii and the llnWris he (d'l'iT^ I'ur s.nlc. 

 The aci-omii;inying illustration shows 

 •he wiudow.display of art ])Ottery, made 

 liy the .bines-Kusstdl Co., Cleveland, ()., 

 ill one of its two stores. While the pot- 

 tery, fancy vases and other novelties 

 ,lie, as tliey should li('. side lines with 

 this iMUUiians', llieir sale h;is de\(doj)ed 

 into ;in iniport;int p.ni't of tiie Inisiness. 

 I\'erentiy it w;is iuM-ess;iry to enlarge and 

 tit ii|' the store basement ;is a salesroom, 

 wherein i's eanied a large assortment of 

 'hese war.s, alwavs attr.act i\ el v di- 

 |daye,i. 



Vases Create Flower Sales. 



:i \:i-. ill 111- I'ouie; tile otlier IS to make 



of it a gift. 



Let lis ftdlou tliat vase; lirst. into the 



|ilirrli;jser 's home. 



If, when lie biivv tlie vase, he also 

 |.iiirliases a dozen roses, say, he takes it 

 Mild the flowers home and installs them 

 III ;i eoii-pieuiuis place. I'or \ ases are 



not Ipollgllt to lie kept out 0\' sight. 



riiei-e it Mauds, al'ter the tlowers liave 

 -niir, ;i coii-t;iiit idialleiige and dtdight 

 to til.' I've .Mild at the same time a remin- 

 der of tlowers. It ma>- be roiii|.ared to 



with the 



•ture 



this window display the Joints 



s( II (,'o. t'eatUles ;i single line ot' ])Ot 



consisting oi' \ ases, high ainl low 



s, twig stick--, llower Indders and 



\;ises. Iiiit ;i Liie;it \ariet\' id' lliuli 



111 



K'lis 

 lery 



lioW 



wall 



1 l;iss ware is handled. It will be noted 

 that while the \;ises jnid bowls are ar 

 tistic in design, they are not highlv 

 decor.ated. They provide attractive' re 

 ceptaides I'm- till' lloweis and do not de 

 tract t'ldUi. leit lather ;ii-cent ii;ite. the 

 iiatmal beauty ol' the blooms. 



There ;ire two reasons \\\\\ ;i customer 

 Inivs a vase. ( )ne is that he desires such 



The Joncs-Russell Co., Cleveland, Finds Pottery Attractive and Profitable. 



a handsome Irani'- 

 lacking. 



What is iiKMe ii;ituial than for the 

 owner, when he thinks of tlowers, to 

 leliiember the llol ist llolll vvlioiii he pur- 

 chased the vase.' Tims the \ ase be- 

 comes not only a jo.v to the purtdiaser, 

 I. lit ;i r(>|iresi'ntativ e of the tlorist in 

 that customer's lioine. it would be a 

 logical conclusion th.at the vase has 

 in.-ide a steady buyer for tlie florist. 



(lifts of flowers are expressions of 

 sentiment. When the git't flowers are 

 accompanii'd by an artisti<- and apjiro- 

 pi-iate reciiptacle, such as a \ase, the 



latter, being nior • less permanent, 



continues to express tiiat sentiment long 



after the flowers are 

 gone. Just so long 

 as the vase lasts, it 

 is a reminder of 

 someone. .-Vnd, ia 

 this case also, what 

 is more natural 

 than to associate the 

 source of the gift 

 with the gift and 

 the giver? 



' ' Harry got it for 

 me at the J(>ne3- 

 Ihissell store," 

 would be a natural 

 wa.v of expressing 

 this association. 



Is Creative. 



Here, too, the 

 v;is(> is a constant 

 invitation to its 

 i owner to buy flow- 

 ers to refill it. Thus 

 it helps, not only 

 the seller, but the 

 whole trade. 



The artistic abil- 

 ity of the florist is 

 constantly develop- 

 ing new ideas in the 

 han<l]ing of flowers. 



Not only is he de- 

 signing work, but 

 he is giving - his 



