68 



The Florists' Review 



JUNB 30, 1921 



THE RETAIL STORE 



A PAGE OF HINTS AND HELPS 

 FOR THE RETAIL FLORIST 



the 

 fro. 

 the 



PUT LIFE IN THE WINDOW. 



One of the things in which John 

 Mangel takes pride in his store in the 

 Palmer House, Chicago, is the window 

 display. Just off busy State street, he 

 has the opportunity ef getting the at- 

 tention of the throngs of shoppers, 

 buvsincss men and travelers visiting the 

 city who turn down Monroe street. 

 There is usually something in the win- 

 dow to draw attention and constantly 

 there is a group of from two or three to 

 six or eight pedestrians in front of the 

 store. Just now a birch bark setting, 

 with bubbling water in the circular 

 stream around a pedestaled statue, 

 makes a delightfully cool window. 

 Vases of outdoor flowers are placed to 

 their rims in the water, so that the 

 movement of its surface sways 

 blooms up and down and to and 

 Baskets of flowers are placed in 

 corners of the windows. The scene is 

 a cool, attractive one; yet the emphasis 

 ef the display is on flowers. 



This is the time for summer window 

 displays. Each week's issue of The 

 Review carries the description of some 

 new one, if not several. For instance, 

 recently was mentioned the rustic mill, 

 with pond and ducklings, at the store 

 of the Woodlawn Flower Shop, in Seat- 

 tle. That scene has proved a great 

 drawing card for florists in many places. 

 If you have not installed your summer 

 window, now is the time to start. 



Few florists avail themselves of one 

 of the best assets they have in an ad- 

 vertising way. The drawing power of 

 a good window display is realized only 

 by thofle who have had the experience 

 of staging one and wlio have seen the 

 results of the interest aroused. At this 

 time of year there is not the ready ex- 

 cuse of "Too busy." Nor can the cost 

 be given as a reason for neglecting this 

 opportunity. A window full of palms 

 and ferns is symbolic either of an un- 

 dertaker or a florist dead to his oppor- 

 tunities. Put some life in your witidow. 



A FAREWELL IN FLOWERS. 



The Chickasaw Guards, at Memphis, 

 Tenn., wanted to find someone who could 

 design a floral tribute suitable for plac- 

 i«g upon the grave of Lieutenant 

 Thomas S. Tate, a fallen comrade. So 

 they chose Johnson's Greenhouses. A 

 glance at the picture on this page ar- 

 gues well for the judgment of the 

 Guards. It shows the design which 

 Johnson's Greenhouses made. 



The body of the design was com- 

 posed of greens and galax, while the 

 flag in the center was of red, white and 

 blue immortelles, imported from France. 

 The flagstaflf and ferrule were of white 

 immortelles and to this was fastened a 

 silken streamer bearing the words, 

 "Chickasaw Guards." Above the flag 

 and to the right was a spray of Francis 

 Scot* Key roses, and below were sprays 

 of maidenhair fern, valley and Key 



roses. A basket, filled with yellow 

 gladioli and palm leaves, formed the 

 base of the design. 



ARE YOU A GO-GETTER? 



TJiere are two types of people to be 

 met in the business world today. One 

 type essentially belongs to that class 

 which may be described as I-am-here- 



and-will-be-pleased-to-serve-you. The 

 other class are coming briefly to bo 

 known as "go-getters." 



The old-time business man opened a 

 retail store, trimmed his windows, did 

 a little advertising and then waited foi- 

 people to come to him to spend their 

 money. He was on the job early and 

 late. He had clerks and assistants, but 

 quite as often as not this proprietor 



Floral Tribute for Member of the Chickasaw Guards. 



