JBNI) 9, 1921 



The Florists^ Review 



23 



THE RETAIL STORE 



A PAGE OF HINTS AND HELPS 

 FOR THE RETAIL FLORIST 



SOMETHING NEW! 



The Now York I-]voninfj Sun priiitod 

 tlie item below in its news columns the 

 other day, heading it, "Girl Rents 

 Bouquet to Impress Beau." The idea 

 is quite novel. Doubtless it exists only 

 in some joker's imafjjination: 



"That young woman that just passed by tho 

 shop rents a botiqiiPt from me ulni.)st every 

 day," Haid the floriih. 



"Kents a bouquet V" queried the oustomer. 



"Yes, she liires a bunch of flowers for an 

 hour or so nearly every day durinu flie week," 

 eontinued the florist. "You see, whi'n she is 

 having a man ealler shi- seems to tliink that 

 it will make an impression on liim if slie has 

 a bouquet delivered while he is present. After 

 he departs she returns the bouquet to me and 

 I sell it. I only charge lier a small amount for 

 rental." 



BAER SHOWS BIG SHOE. 



If the old superstition about horse- 

 shoes bringing good luck is true, Julius 

 Baer, of Cincinnati, ought to be one of 

 the luckiest men in the world. Just look 

 at the illustration on this ]tage and see 

 the tremendous amount of horseshoe 

 that surrounds him. 8ome idea of the 

 size can be gained by the fact that Mr. 

 Baer, who is not a small man, seems to 

 ])e entirely lost in the decoration. This 

 large decoration and the baskets lieside 

 it were some of the ])ieces which Mr. 

 Baer made up for the formal ojieniug of 

 a, new chain of clothitig stores in (Cin- 

 cinnati. 



SOME TELEGRAPH PROBLEMS. 



A Florist Tells Florists. 



Of so much importance is the busi- 

 ness policy of one retailer, not only to 

 his own business success, but also to 

 the advancement of the trade at large, 

 that the points raised in the letter 

 quoted below make it worthy of ]>rint- 

 ing in full here. It was addressed to 

 Henry A. Riebrecht, .Tr., of I'asadena, 

 Cal., who states that the facts were as 

 given in the letter and who adds his 

 opinion that the trade will benefit by 

 perusal of it. The display mentioned is 

 one that has been made by retail florists 

 in many other cities, without, perhajis, 

 this unfortunate result. The letter 

 reads: 



"As an old-time florist in the east 

 and a resident of your lovely city for 

 the holiday and winter season, may I 

 be permitted to express my interest in 

 the piiblicity ]iroblem which you so un- 

 selfishly feature in your letter in The 

 Review of May !!».' 



"I note also with pleasure the enter- 

 prise of your associates in the city of 

 I.,os Angeles, where whole jiages of the 

 leading d;ulies were used in bih.iil' nt' 

 their business on M^emorial d;iy. 



'•.Much, as you say, of the .idvimce- 

 ment in our jirot'ession depends u])(in 

 the character and intluence of our ad- 

 vertising; the telegraidi delivery de- 

 l>artment has wrought woiiclcrful results 

 in the volume and harmony of the 

 trade's accom])lisliments. And the rec- 

 ord of Mothers' day, not only in the 



east, but also west of the Rockies, is 

 .a perpetual inspiration. '.Ml one,' 

 you remember, is the motto of the New 

 York Florists' Club and ere long will 

 V>e applicable to every branch of this 

 wonderful enter])rise, especially if one 

 may .judge by the great jtrogress maile 

 in the telegrai)h delivery service. 



A Telegram Display. 



".lust after Easter this year, how- 

 ever, my .attention w.as called to ii some- 

 what nov(d style of .advertising used by 

 one of the Pasaden.a florists which I 

 hardly think could meet with general 

 apfiroval. I refer to the disjilay of 

 some thirty telegrams, pasted on ji dis- 

 ]ilay background, making public wh.-it 

 should lie regarded as strictly confiden- 

 tial; this breach of etiquette and the 

 saerednes8 of trust should surely be 

 avoided. I shall illustrate ]>y giving 

 you the facts in detail of this — shall [ 

 sayf — mistake, to put it mildly. 



"A gentleman walked by this flower 

 shop, saw the telegrams and read among 

 them one pl.acing an order for a corsage 



to be delivered to Miss at one of 



the local hotels, giving jirice and send- 

 er's n;ime. This gentleiu.an called on 

 the Lady and remarked, ' ^'ou received 

 ;i nice corsage from So-andso,' at 

 wliicb she was much surjirised and n.atu- 

 rally .at se.a to know how this friend 

 knew .all this. After .a while he let the 

 c.at out of the bag. Of course, tliis lady 

 was indign.'int and, you m;iy be assured, 

 much surprised at the liusiness being 

 <nrried out in such ;i manner. 



"This was not all. This lady 

 !tt the slio]) and in<)uired aVjout 

 sage the s.ame .'is the telegram 

 for, and the price given was 



calb'd 

 a cor- 

 called 

 just $4 



less tli.'in the price on the telegram. 

 This certainly was a ' biack eye.' 



Knock, Not Boost. 



"This matter should be brought be- 

 for(> the members of tlie trade, so th.at 

 they may tie made aware that such a<l- 

 \iTtising is not a booster but a k'nocker. 

 You know a great deal of troutile might 

 .arise from such advertising. 



"All this is additional proof that 



Julius Baer and His Largest Horseshoe. 



