July 14, 1821 



The Florists^ Review 



69 



The florists wbose cards appear on the paces earrylnK this head, are prepared to fUl orders 

 — ~-- from other florists for local delivery on the usual hasla. 



FOREIGN SECTION 



ENGLAND 



You can 



"&.y It with 



Flowers" to 



anyone in 



the British 



Isles through 



Bees' 



Flower 



Service 



Members 

 F. T. D. 



BOLD STREET. 



Steamers 



arriving at or 



leaving any 



port can be 



served at a 



few hours' 



notice 



Members 

 F. T. D. 



LIVERPOOL 



CABLE ME YOUR ORDERS FOR 



FRANCE 



MARY :: FLORIST 



37 Rue Lapeyrouse 

 PARIS, near the Etoile. FRANCE 



Liverpool, England 



DINGLEYS. Ltd.. Florists 



SHEFFIELD, ENGLAND 

 WILLIAM ARTINDALE & SON 



FLORISTS SEEDSMEN NURSERYMEN 



MANCHESTER, ENGLAND 



DINGLEYS, Ltd.. Florists 



sell gladioli loose in a box for a certain 

 amount of money. We make a design 

 out of these flowers; make something 

 pretty with our knowledge, using some 

 of our time to produce something har- 

 monious, and we charge the same price 

 as we would for the gladioli loose. The 

 milliner and the dressmaker sell their 

 goods and charge a certain amount for 

 designing. On their bills, when they 

 have to specify, they charge a certain 

 amount for 'facon.' 'Facon' is de- 

 signing. They use this French word 

 to be able to charge a little more. How- 

 ever, we florists do not want to charge 

 any more than is proper, a legitimate 

 amount according to existing condi- 

 tions. 



' ' To inspire the public with the 

 thought that we are entitled to this fair 

 price we are charging or should charge, 

 we have to agree on a certain standard 

 of work. There are as many different 

 standards of work as there are men. 

 We have to decide on the most prac- 

 tical, and that should be our only stand- 

 ard, the right kind of standard which 

 shows our flowers in the best possible 

 light, which gives the customer the best 

 possible showing for his money." 



Brides' Bouquets. 



The first day Max Schling showed 

 work on brides' bouquets. Assuming 

 that the florist does not make enough 

 effort to offer something new and dif- 



Show Windows 



Or Selling Windows 



Which? 



There is a certain store in this little, old town, the 

 windows of whichi always have plenty of lookers-in. 



If 1 1 am on the opposite side of the street, always 



cross over to see it. 



Very frequently I go inside to buy the thing shown. 



Last week I dropped in and asked to see the window 

 trim man. Much to my surprise he proved to be the 

 regular salesman type and cot the artistic kind of a 

 looking chap I expected to see. 

 After complimenting him on his windows, asked him 

 what method he followed that always made his win- 

 dows so interesting. 



He replied: "In the first place they are not show 

 windows. They are sellinfE windows. 

 "Every window has back of it a strong, clearly de- 

 fined selling idea. An idea that promptly links the 

 thing shown, straight up with its purpose. 

 "The price is always there so you know exactly 

 where you get off. 



"People don't come in to ask the price and then go 

 out jolted or peeved because it was so much higher 

 than they anticipated." 



Frankly. I came away feeling like a dead one. 



All these years I had betn using our windows for 



show. 



We don't have salesmen around for show. 



From now on my windows must be silent salesmen 



that talk right out loud. How about yours? 



Thanks for those F. T. D. orders; they sure have 

 increased our sales in a joy way. Depend on it, I'll 

 reciprocate. 



New York's Favorite Flower Shop 



Fifth Avenue at S8th Street 



ferent from the stereotyped work, he 

 puts himself in the position of a small 

 florist out in the country, away from 

 the big markets, who had to go to his 

 greenhouse and pick up here and there 

 two or three or four sprays of different 

 varieties of flowers which were avail- 

 able. He used white snapdragon, bou- 

 vardia, lilies of the valley, white hy- 



drangeas, white geraniums, white 

 stocks, white gladioli, gypsophila, white 

 Dorothy Perkins roses and a number of 

 other flowers. Out of these he made a 

 bouquet and explained how to serve 

 a bride and how to guide her in select- 

 ing the right flowers. He explained 

 the different varieties of ribbons and 

 gauzes and their advantages, demon- 



