32 



The Florists' Review 



DBCEUBEa 8. 1921 



FIo\vers Sold Here in All Languages. 



their artistic ability at its best. Vases, 

 baskets and sprays included the use of 

 orchids, roses, pansies, callas, lilies, hy- 

 drangeas, carnations and many other 

 sorts of flowers. So numerous and ex- 

 tensive were the displays that the space 

 to show them was all too small. The 

 statuary and the artistic oriental drapes, 

 as well as the great palms which regu- 

 larly occupy these conservatories, as- 

 sisted materially in making the exhibi- 

 tion the great attraction to the public 

 that it was. 



Organizations. 



The florists of Paris are members of 

 an organization, the officers of which 

 meet every two weeks. Twice a year a 

 general meeting of all the members is 

 held. 



There is also at Paris an organization 

 of all who arc concerned with the grow- 

 ing of flowers, which bears the name of 

 Societe Nationale d 'Horticulture de 



France, or the Society of Horticulture 

 of France. This society always arranges 

 for our exhibitions, where everyone may 

 come and present his best specimens of 

 plants and flowers and the latest intro- 

 ductions. 



The views of my store which I am 

 sending you will, I hope, give readers 

 of The Eeview who have not visited 

 Paris an idea of what our flower stores 

 are like. In the right of the photo- 

 graph which shows the building which 

 houses our store, may be seen the Arch 

 of Triumph, in the Place d'Etoile, fa- 

 mous the world over. On the awning 

 may be seen flowers in three languages: 

 ' ' Fleurs, Flowers, Blumen. ' ' Another 

 view shows our store front. To the 

 left is the service door. The main en- 

 trance is that to the right, on which ap- 

 pear the words, "English Spoken." The 

 sign, between these two, states that the 

 firm was established in 1866 and gives 

 its old-fashioned title, "At the White 



Lilac." Below this it reads, "Orchids 

 roses, violets. Table decorations. Gifts 

 for weddings. Wreaths. Deliveries to 

 the provinces and foreign countries." 

 The view of the interior of the store will 

 show what a customer has before him 

 from which to make a selection when lie 

 comes into a flower store in Paris. 



RESOURCEFUL ADVERTISINO. 



The value of resourceful advertising 

 cannot be overestimated nor can its real 

 effects be appreciated until they make 

 their force felt upon the credit side of 

 the profit and loss statement. H. W. 

 Allersma, at Grand Bapids, Mich., has 

 now in his possession a piece of adver- 

 tising copy which gives his business a 

 prestige and distinction peculiar in its 

 character to itself. The possession of 

 this little piece of copy was made possi- 

 ble by and was the direct result of Mr. 

 Allersma 's thoughtfulness November 4, 

 President Harding's birthday. On that 

 day he made use of the florists' tele- 

 graph service and sent Mr. Harding a 

 bouquet of flowers in behalf of the cus- 

 tomers of the H. W. Allersma Green- 

 houses. An autographed letter from the 

 White House was received by Mr. Allers- 

 ma in acknowledgment of the floral trib- 

 ute sent, which reads as follows: "My 

 dear Mr. Allersma: Just a line to thank 

 you for your remembrance of my birth- 

 day anniversary. It was very pleasing to 

 me. Very truly yours, Warren G. Hard- 

 ing. ' ' 



Mr. Allersma is now running an ad- 

 vertisement in the Grand Bapids press, 

 which includes the autographed letter 

 from the White House. This piece of 

 copy reads as follows: 



' ' President Harding Enjoys Our Serv- 

 ice! This autograph letter is an ac- 

 knowledgment of a floral tribute sent 

 in behalf of our customers to President 

 Harding in honor of his recent birthday 

 anniversary. This 'ship by wire' serv- 

 ice is only one feature of our progres- 

 sive business policy which has forced 

 us to enlarge our greenhouses to take 

 care of our long list of new customers. 

 Give us an order today for cut flowers, 

 ferns or potted plants and be convinced 

 that you've found a better place to buy 

 flowers." 



How the Vlndows of a French Flower Store Are Decorated. 



