''^4^0^'^^-^^^^ 



^^f^m THE ^>s 



WEDDING WINDOWS 



WIN WITH WOMEN 



* Impressing the feminine ynind, so that when a girl hecomcs engaged 

 and begins to 'plan for her wedding she ivill go to a certain store for her 

 decorations and bouquets, has been the inspiration for many striking wed- 

 ding windows. A new and attractive wedding window display is illus- 

 trated and described an this page. 



'£>^L^''' 



HERE is no girl about to 

 marry and who plans to 

 have a "real wedding," 

 whether it be in church or 

 at her home, but has many 

 girl friends as excited 

 about the coming event as 

 is she herself. Every de- 

 tail of dress, of the cere- 

 mony, of the wedding 

 breakfast, dinner or supper, and of the 

 floral decorations and bouquets — the 

 latter being the subjects we are particu- 

 larly interested in — is discussed for 

 weeks before, exclaimed about at the 

 time and talked over afterward. 



The bride, undoubtedly, had attended 

 the weddings of many of her friends. 

 She had been impressed with the beauty 

 of the flowers at these ceremonies and 

 had decided that she, too, must l)e mar- 

 ried amid equally elaborate surround- 

 ings. And being like the average girl, 

 she had decided not to be outdone by 

 her friends. 



These human traits have made wed- 

 ding decorations and boucpiets an im- 

 portant part of the retail end of our 

 business. And as the wholesaler and 

 grower are dependent on the retailer, 

 the connecting link 

 with the consumer, 

 weddings hold a con- 

 siderable interest for 

 the whole trade. 



A bride is a symbol 

 of happiness. Her joy 

 is contagious. That is 

 why we all take so 

 much interest in l)rides 

 and weddings. We get 

 a reflection of the hap- 

 piness that attends the 

 event, to the details of 

 which we give more 

 than a passing notice. 



Appeal to Women. 



But weddings make 

 in especial appeal to 

 the feminine mind. It 

 ■ s doubtful if there is a 

 ^irl or woman but who 

 las, at some time in 

 !ier life, carefully con- 

 sidered the details of 

 ler own wedding. She 

 las pictured in her 

 nind's eye her gown, 

 he flowers she will 

 •arry and the setting 

 )f her marriage. 



The girl, of course, 



las the final say about 



he flowers for her 



•vedding. Consequently, 



when we florists go after wedding work, 

 we must make our appeal to women, 

 especially young women. 



During the last few years florists 

 have been capitalizing this interest in 

 weddings each spring by turning the 

 display window into a church chancel, 

 installing a wax model dressed in a 

 wedding gown and surrounding it with 

 floral decorations and the attractive ac- 

 cessories which are used. The whole 

 has been effective, but lacking in that 

 ])ersonal element which is so necessary 

 in sales-producing advertising. The 

 wax model is pretty. So is the gown. 

 But to the girl who halts before the 

 window the display is only a display, 

 without that human element which 

 would hold her interest and make a 

 deep impression upon her mind. 



Brides' Pictures Get Crowds. 



Suppose it had been possible to secure 

 the young society woman, whose wed- 

 ding the week before had been an event, 

 to pose in that window. The news- 

 ])apers had given much space to her 

 wedding and to descriptions of the 

 gowns of the bride and the bridesmaids, 

 and to the decorations of the church. 



Pcnn's Novel Wedding Window Drew Crowds of Boston Women. 



Thousands of girls, engaged girls, un- 

 engaged girls who would like to be 

 engaged, and matrons, young and old, 

 to whom the wedding had recalled thpir 

 own, had read these accounts. 



But reading about and seeing are dif- 

 ferent. The first is an abstract, the sec- 

 ond a concrete, method of conveying a 

 picture to the mind. Would not the 

 appearance of that bride in the window 

 be a wonderful advertisement? 



Of course turning this dream into a 

 reality is well-nigh impossible. Some 

 clever retailers, however, are using the 

 next best thing. Instead of putting the 

 society-girl brides, themselves, in the 

 window, they are displaying photo- 

 graphs of them in their wedding gowns. 

 Such a display recently was made by 

 Penn, of Boston, and proved attractive. 

 The window is pictured in the accom- 

 panying illustration. E. A. Seidewitz, 

 of Baltimore, also recently had a wed- 

 ding window in which photographs of 

 prominent brides of that city were fea- 

 tures which drew crowds. 



The decorations in the Penn window 

 included hydrangeas, Easter lilies and 

 azaleas. The l)ride's bouquet was of 

 lilies of the valley and orchids. The 

 crook of the maid of 

 honor carried marguer- 

 ites and asparagus and 

 tlio bridesmaid's bas- 

 ket matched it. Neither 

 the maid of honor's 

 gloves nor liat were 

 overlooked, the hat be- 

 ing trimmed with little 

 Sweetheart roses and 

 tulle. Here and there 

 in tlie window were 

 photographs of some 

 of the prettiest brides 

 of recent seasons and 

 their bouquets. 



Wedding Work Pays. 



Photograplis come as 

 near as anything in- 

 animate can to produc- 

 ing a sense of the per- 

 sonal in a window. The 

 onlooker, should he or 

 she discover the pic- 

 ture of a friend or an 

 acquaintance, would go 

 away with a more or 

 less lasting impression. 

 And it is the lasting 

 impression that the 

 florist wants to make. 

 That is what brings 

 his store to mind when 

 flowers are needed. 



There is not a ques- 



