16 



The Florists' Review 



Jdlv 7. 1921 



when he and liis helpers are rusliing 

 around at top speed to fill the orders 

 on hand. He simply transfers the 

 needed attention to a period when he 

 can afiford to spend the time. 



Monotony Harmful. 



One main thing in window displays 

 is to avoid monotony. Vary the dis- 

 plays, not only the varieties of the 

 blooms which are used for trimming, but 

 the arrangement of the display space. 

 The same display week after week will 

 cease to attract attention. The passers- 

 by will stop to see something new, but 

 will not notice the same old display. 

 Change the idea and the trimmings as 

 often as possible. 



That proper advertising of the tele- 

 graph delivery service will build a 

 nice all-year-round business is assured 

 by the experience of many florists. Sa 

 let's put in some attractive window dis- 

 plays, supplement thoni with news- 

 paper advertising wherever possible and 

 cease to wail when summer comes. Let 's 

 see if we can't do some business in the 

 summertime, through the proper a^L 

 vertising of the telegraph delivery or 

 flowers. 



SALES TEOM SCHOOL EVENTS. 



The fact that the social events of 

 schools and colleges still offer a fertile 

 field for florists is supported by the 

 illustration of the garden full of femi- 

 nine attractiveness at the foot of this 

 page. The pretty flower baskets and 

 the decorations were furnished by Miss 

 McCarron, of Lynchburg, Va., at the 

 time of the May day exercises of the 

 Sweet Briar College, at Sweet Briar, Va. 

 Oi)helia roses, ragged robin, swainsona. 

 and Harding blue ribbon were used in 

 the decorations and baskets. Excellent 

 growths of boxwood formed the natural 

 background. 



Since the ban on delivering flowers at 

 the public schools of the larger cities 

 has been in force, florists have not given 

 so much attention to the building of 

 this phase of their business as they for- 

 merly did. However, there are all over 

 the country, even in the larger cities, 

 innumerable private schools, colleges, 



Rock's Flower Store Building. 



universities and seminaries where the 

 ban is not in order. These are still 

 worth the former t.ime and effort on the 

 part of florists to get the business. 



Miss McCarron says they are, and, 

 judging from the illustration, she's 

 right. 



KOCK IMPEOVES BUILDING. 



Living up to the reputation of a real 

 florist, William L. Eock proposes to 

 decorate the building in which is locat- 

 ed his retail flower store, at Kansas 

 City, Mo., in true floral fashion. The 

 architect's drawing reproduced on this 

 page appeared in a recent edition of a 

 Kansas City newspaper, accompanied 

 by the following story: 



"Landscaping will join hands with 



structural architecture in the new fa- 

 cade effect that will accompany the ad- 

 dition of two more floors to the pres- 

 ent 4:-story Mason building, at 1120 

 Grand avenue. William L. Rock, flo- 

 rist, who controls the property under a 

 20-year lease, is expending $75,000 for 

 the additional floors. 



"The existing architectural charac- 

 teristics of the building will be ob- 

 served in the enlargement, but all terra 

 cotta not only will be redressed, but 

 the entire structure will be converted 

 into a perpendicular flower garden 

 through skillful arrangement of flower 

 boxes. 



"The copper flower boxes not only 

 will be unusual in architectural em- 

 ployment, but they will be the first self- 

 watering flower boxes brought to this 

 city. 



"The tenants on the new sixth floor 

 will be the Ferry-Hanly Advertising 

 Co. Under a lease just negotiated 

 through the agency of W. R. Jacques, 

 the agency is assured occupancy of the 

 floor September 1. The building itself 

 is 45%xll5 feet, but the sixth floor, 

 with a 16-foot ceiling, will have a mez- 

 zanine and a total of 8,500 square feet 

 of floor space." 



BUSINESS EMBABBASSMENTS. 



Manitowoc, Wis. — Settlement has 

 been made in the affairs of the J. K. 

 Rugowski Seed Co., the stockholders 

 coming to an agreement with Mr. Rug- 

 owski, by which he takes over the seed 

 company and assumes part of the debts, 

 which may amount to $400 to $600. Mr. 

 Rugowski is to collect the money for 

 seed boxes on consignment in the fall. 

 The new aster seed crop looks well and 

 is expected to bring $20,000 to $25,- 

 000. Mr. Rugowski intends to incorpor- 

 ate for about $25,000 or more, keeping 

 the company going. The labor expenses 

 on the farm will delay payments to 

 creditors until autumn. 



Akron, O. — The store fixtures of 

 Grossberg & Cahill have been sold to 

 E. A. Wilhelmy, of Cleveland, under the 

 chattel mortgage held by the A. L. Ran- 

 dall Co., Chicago. 



This Picture Shows the Florist's Part in the May Day Exercises of a Virginia College. 



