32 



The Florists' Review 



DBfEMBKR S. 1921 



Flowers Sold Here in All Languages. 



tlu'ir iirfistir aliility ;it its licst. \'ast's, 

 baskots anil sprays iiicliidiMl the uso of 

 orchids, roses, jiaiisics, callas, lilies, hy- 

 ilrant;eas, earnatioiis and many otlier 

 sorts of flowers. So miiiierous and ex 

 tensive were the disjilays that the s|)aee 

 to show them was all too small. The 

 statuary and the artistic oriental <lrapes, 

 as well as the ^'reat palms wliich reyu 

 larly occupy these conservatories, as- 

 sisted materially in makinfi the exhibi- 

 tion the >;reat attrai-tion to the ])ublic 

 that it was. 



Organizations. 



The tlorists of r;iri> are members of 

 an orjranization, the (dli<-ers of which 

 meet every two weeks, Twice a year a 

 general meeting of ail the members is 

 held. 



There is also at I'aiis an orjjani/ation 

 of ail who arc concerned with the j;row 

 illy of tlowers. wliiidi liears the name of 

 Socicte Nationals d 'Horticulture clc 



Kraiice, or the Society of Horticulture 

 of France. This society always arranges 

 for our exhibitions, whi're everyone may 

 come and present his best specimens of 

 })lants and flowers and tlie latest intro- 

 ductions. 



Tlie views of my store which 1 am 

 sendiiifj you will, I hope, >;ivc readers 

 of The Review who have not visited 

 Paris an idea of what our flower stores 

 are like. In the rij>lit of the photo- 

 yra])h which shows the Iniildinfr which 

 houses our store, may be seen the Arcli 

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

 mous the world over. On the awniny 

 may be seen lloweis in three lanj^uajjes: 

 ''Fleurs, Flowers, Blumeii. " Another 

 view shows our store front. To the 

 left is the service door. The main en 

 tiance is that to the rijjht, on which ap- 

 p( ar the words, ''Kufjlish Spoken.'' The 

 sifin, between these two, states that tlie 

 firm was established in ISfJti and fjives 

 its old-fashioned title, "At the White 



Lilac." Below this it reads, "Orchi's, 

 roses, violets. Table decorations. Ctii'^ 

 for weddinjjs. Wreaths. Deliveries ;i) 

 the provinces and foreign countries. '' 

 The view of the interior of the store will 

 show what a customer has before liiu 

 from which to make a selection when \ .. 

 comes into a flower store in Paris. 



RESOURCEFUL ADVERTISING. 



The value of resourceful advertisin<^ 

 cannot be overestimated nor can its ri si 

 effects be apjireciated until they ma' .■ 

 their force felt upon the credit side < i 

 the jtrofit and loss statement. H. ^V. 

 AUersma, at Oraiid Rapids, Mich., h:.s 

 now in his jiossession a piece of advi i- 

 tising copy which gives his business .i 

 )irestige and distinction j)eculiar in i,^ 

 (diaracter to itself. The possession ( i 

 this little piece of copy was made possi- 

 ble by and was the direct result of Mr. 

 Allcrsma 's thoughtfulness November !, 

 President Harding's birthday. On tli^it 

 day he made use of the florists' tef' 

 graph service and sent Mr. Harding ;i 

 boutpiet of tiowers in behalf of the cu^ 

 toniers of the IL W. Allersma Green 

 houses. An autographed letter from tin' 

 White House was received by Mr. Allers- 

 ma in acknowledgment of the floral triii 

 ute sent, which reads as follows: "Mv 

 dear Mr. Allersma: Just a line to thaiiN 

 you for your remembrance of my birtli- 

 day anniversary. It was very pleasing t^ 

 me. Very truly .vours, Warren G. Har.l 

 ing. ' ' 



Mr. Allersma is now running an ail 

 \ertisement in the (lirand Rapids pres>. 

 which includes the autographed letti-r 

 from the White House. This piece ol 

 copy reads as follows: 



" President Harding Enjoys Our Serv 

 ice! This autograph letter is an a^' 

 knowlcdgnient of a floral tribute sent 

 in behalf of our customers to Presideni 

 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 forcc'f 

 us to enlarge our greenhouses to takr 

 care of our long list of new customers 

 (rive us ;in order today for cut flowers, 

 ferns or jiotted plants and be convinceil 

 that you've found a better place to buy 

 flowers. ' ' 



-i^ANTES • dr.lMAR 



J- LEURS- .?) 



w-"" '""<-feH 



V ORCHiDEES , ;.**;^W.^ 

 » A J C .«( • ' ROSES OfiUiTS \ , '•■ ■>'■-;. .- ,„ 









ifi:::n . .:;i 



How the Windows of a French Flower Store Are Decorated. 



