12 



The Florists^ Review 



May ;;i, i;ut. 



1 Kill iir ;i ildiifil t li;il w i iii|n\\ .lis 



|il;iy-> help !!i. llnil-^t tn .'i l; I I'll ' 1 1' 



till' -|'i'i-i;il \\Mik. 'riii> >ui'l (if lili-ilJi'^s 

 1^ \ ;i lu:i !i|,', llol nill y hfc'lllsc 1 hell' i^ 

 i1-.|l;illv ;i ciiil-iili'l:! Ii|i.' ^Illll ilixulxid in 

 t llr Hill- t r.'l Mallei I'lii, liiit 1m'c:i II-.1' I lli' 



Work, \\ wi'll ilmir, ;ii|.U n iiiw cii^ti r 



Id till' rcliiiliT '< li-t. A \vc(|.|iiiL; iiiraiis 

 ■;iliiit lici' I'.'lliiily ;ni4 ill the >f;iis t(i imhiic 

 the Kriilr u\ tiHi;i\- will ;i 1 \\;i.\s liaxc ;i 

 \s;inii sjiiil ill licr liciiit I'nr t lie llnrisr, 

 wild ]ird\ iilcd thr (liM-dr;it iiiii> t'ni- her 

 AVcililiii^ iiihl till' Wrtldiii^ lidlli|ili't •>. 

 'J'linl i>. df cdiir-M', lir will stick in hrr 

 memory ii' liis wmk jilcnsed licr. 



'riicif is .'I wlidli' Idt 111' truth in tli;it 

 I'lil phrase. '"A satistii-il ciistdiiifi' is diir 

 ln>st aci\ rrtiscnifiit. " " <'aii ymi iidt 

 iiiiaL;iHc' tin' hriilc at hrr lirst "'at 

 lidiiic,'" telling her t'rit'Uils, as thcN- 'j.i< 

 d\i'r till' ^hii'ii's df the wi'ililini;' and dis 

 cu-s till' lldial di'cdrat idiis, that ' ' l^'inra 

 iV ( 'd. " " sii|i|dii'il tlu' lldVViTs and wc'i'd 

 tlii'y iidt lirant i fill .' 'I'liat is ciinx iiiciiiL; 

 ].iildirit\- tilt' kind that ^I'ts Tiistdin 

 ir- and makrs thciii cdiilidt'iit tliat ymir 

 . iudiiiiicnt in selecting and skill in ar 

 lanuiiiL: lldwcrs i-aii 1m' ri'liod ujmn. 



Gives Creative Genius Sway. 



The I't'.atnri' dt' wcddinL: Wdik wliiidi 

 is till' nidst iiit I'l'i'^t inu tn the llnrist \vhd 

 js rrallv an aiti--t. is the di"-i.uniii^ dt' 

 thr dcrura t iiinv and iHiiHinct s. lien' lie 

 ha-- an d|i|Hirt iin il \ td ^ixe liis i-rcatiNf 

 dcniiis I'nII sway. 'I'ltii'. llirrr arc nut 

 many \v;iys hy whiidi the m'ricral I'lTcct 

 <-aii \)L' altcrcdj l»nt luic and there little 



in adxaiii-e ni' their use. 'i'hus diil\' the 

 Im"-! --Idi'k sliiiiiM he iiseil, sii th.at there 

 will lie lid ilaiiL;ei' III till' ildwers hidkin^' 

 aiisthiii'^ liiil at their lie-t. ()iii' faded 



Mdiilll i> ninle Hdl irra Ml' t liaii a illlll 

 died lierl'ei't dlle>. 



Helps Sales in Slack Time. 



'Idiere is aiidther ph.ase ol' the sulijeet: 

 111' ^prin^ weddiii^^s wlyidi makes it all 

 the iniire jin|i((rtant for the retailer tn 

 lielid his (d'I'drts tn eiliicatin<f liis ciis- 

 Idiners ;iiii| |irds|i('ft i v(.' customers to 

 idiue td hini I'or wiiik dt' tiiis eliaratder. 

 Weddings, es|iecially .luu(> wcddiiif^s, 

 i-dine at ;i time when sales ot' cut stork 

 are slow and (Uie dr twn ot' tliein will put 

 the halaiice for the iiioiith on the rij^ht 

 ->ide of the ledger. I'lowers are jdeiiti- 

 I'lil. Indeed, in the sni.'iller towns the 

 alnindance of Iddonis leads to ;i tein|ita^ 

 lion t d .amateur decerat ine. 



lint the lldiist can su|iply what the 

 layiii;iM lacks experience in hiiudlin^ 

 and selectiiiLi' lldWers, kiiowledHrc ot' 

 cdliir ciuuliinat ions ;ind the .aliility to 

 work n|i the different blooms into ;i 

 harmonious whole. Mesides, he lias ar- 

 tistic baskets, ]U'etty \ases and liowls 

 and the otluM' accessoiit^s Avhiidi .are nee- 

 ess;ir\' to make ctunjilete to the last de- 

 t.ail the decorjitimis for (d.'iliorate wed- 

 dings. Tlius is the h.andic.ap of ;i j)ro- 

 fusidii of 1ldy\'ers (dfset. 



.\s the'sc-iile of social functions luis 

 ad\;inced duiiiiix the Last (piarter of a 

 c-entury, hosts, and hostesses especially, 

 h;i\f le.arned tliat tlio llorist's .services 



The New Background Effect in Cfiurcfi Wedding Decorations. 



tduclies may lie adiN^d wlTudi h.avc the 

 ch.arm ef novelty. The .accessories that 

 li;ive hi'eii dmised to aid tlie lldrist on 

 siicli occasions as weddings often add 

 )ust tlie feature that lifts the decdi-.a- 

 tidu from the conimon]dace. 



Careful srlectioti df vtiH-k. ton. will 

 -a\ '■ einlian;i---nieiit nian^' tinier. The 

 niiiiliste nia\ ha \ e until the la-t niiiiute 



td linisil the Wedding '^dWIl. Inlt Iidt -d 



w i'h the ildi i~t mid hi- wdi'k. The <U'i- 

 ,,ratidii- he in-tall-, i I' they he at .'ill 



, hlhiir.ate. r.iplile time. Thex- :ill I tld' 

 hdUilUet- mil-t he prep;i led r oil -ii |e |-;i hi \ 



aie in\ .ahi.ahle. .Mun ;ind more .'ire th(\v 

 c.allin^ on him to ju'dxide the decur.a 

 tive feature-. He has responded and 

 in the n.itui.al cinirse of tilings h.as de- 

 veloped ;i wonderful artistry in this 

 direction. 



Where a few yeai's a^o his efl'iirts 

 Avere directed h\' the custdmer. who had 

 planned wh.at he or -he w.anted. now the 

 ciistdnii'i' lddk< td the tldi'ist fur .ad\'ice 

 .and su^L;t'-1 ioiis jud in a majority of 

 cases .accepts h is'"^t1,;iv dt' wlmt and how 

 the di'idr;it imi- -! Id hi'. That tlii< i- 



-d -lieaks Sdliiiih- I'll the |ild:^|'ev-i\ e 



ness of the trade and the (le\('h>|imei: 

 of its memheis. 



People Have Plenty of Money. 



Despite the hiyli cost of lixiii^ an 

 tile war, there uill bo ,just as mmdi, i 

 not more, wcddinjjj work tliis ye.ar. Th 

 more pvosi)oroiis class of ])e()ide lias bee 

 the class -which lias profited most by th 

 ^reat commercial and industrial ])ro- 

 perity of the ccnintrv' (luriii>f tlio las 

 two years. Besides, tlioro arc many wh 

 h.ave suddenly acquired wealth an 

 inmdi of this wealth is lieiii",' put int 

 circulation by its* owners. People, toe 

 have lieen educated to spend, wliicli j 

 not difticult knowledge to accpiire. Tlic 

 have the nuuiev and will let go of it 

 It is \\p to the individual llorist to pre 

 vide value receiveil and the work wil 

 come t(t liini. 



So let us in the trade yd after biisi 

 n(>ss instead of w.aitin<;- for business ti 

 conu' to us. Profit by the e.xperienc 

 of (dlicr members of the tra(b> wit! 

 window displays; adojit their i(l(>as an. 

 at the same time keep your brains work 

 iiif^ and go tliem one better Ity addiii:. 

 ;in original touch. Be not backwar., 

 aliout kceidng ycmr l)usiness in tli' 

 minds of the i^eoplo in your town. Then 

 you will 1)0 so busy you will not liav. 

 time to li(\ar tlie jarring note of tie 

 (dirunic jiessimist, wlio is lioiind, onci 

 in a wiiile, to iireak in on the big cdiorn- 

 of optimists, made so liy a record sea 

 son in (uir business. Costs are liighei 

 but so are jirices and tlie number o; 

 llow er bu vers is increasing all the tini. 



A TIP FROM GOTHAM. 



Like tlie fasliions — and the cost ot 

 food — decor;itions change. l'eo[ile hav. 

 not tlie ideas af>out liouse and ehured 

 decorations they liad a few years back. 

 For instance, the accompanying illus 

 tration typifies a new treatment of th. 

 t'lnbellisliments for a cliurch wedding 

 It will bo noticed— but liere is Mas 

 Scliling's descripticm of liis work: 



''Cliurcli decorations are not as they 

 useil to be — just a bower and a lot oi 

 ])alms, witli a heavy, set f>ackgrouu(l. 

 ribl>ons drawn along tlie aisle, a big 

 Inniidi of Kaster lilies on ea(di aisle post 

 or each pew, and a fancy treeforn 

 shape above the aisl(>, just like an arbo' 

 lieliind our grandfatlier 's farmliouse. 



"No, you will find it entirely difTer 

 cut. The churcli is free and clear 

 Xotfiing obstructs our view. From th. 

 farthest corner we can see clear ovei 

 the whole festi\ e place. A delicate cur 

 tain of green is falling from the wall- 

 Two large candelabra witfi wax light'- 

 on eacli side of the candelabra; rose- 

 fastened just as if climbing up;^ an<l 

 instead of the bower, two nice, high, 

 standard tn-es of beautiful tea rose- 

 just to set off the curtain of green." 



]\Ir. Schling points out that the darker 

 the background, tlie more prominent th. 

 bride in her wliitc gown. 



BETTER PLEASE THE BRIDE! 



Make the Newlyweds Remember. 



'•The i>urclinsing power of the dollai 

 has so shifted and diminished tlia' 

 m.any industries will not receive theii 

 customary patronage during the war,' 

 s.ays an expert. "The necessaries wil' 

 li;i\ e td come tir-t, and tiie storekeepei 

 Avho deals in lu\uri(>s is <xoiiig to hav. 

 a tighjt s<|Uee/e. ■ ■ ()t' course, the ex 

 1 eit jyudiides Ihiwers in his list of lux 



