30 



The Rorists^ Review 



Januaby 12. 1022 



plants and vasos of cut flowers. Be- 

 low are more plants for customers' se- 

 lection, and on two higher shelves, on 

 either side, are specimens of tine i)ot- 

 tery and basketware for the most fas- 

 tidious. 



Tlie effect of width is given to the 

 store by a Moorish arched ceiling of 

 gray stone, a specimen of the archi- 

 tect's genius. Hidden lamps throw a 

 flood of light upwards from either side 

 on to the arched ceiling, thus illuminat- 

 ing the store. 



Into the Workroom. 



In the view of the interior may be 

 seen, just behind the figure of the por- 

 ter, the cashier's desk. Directly at 

 the rear is the display icebox. A 2-foot 

 passageway at the left leads past this 

 box to the WQ^room. The icebox is 

 of the combindtvoii display and storage 

 type, measuring 8x17 feet. The work- 

 room is about the same length as the 

 salesroom. It has been fitted up most 

 conveniently with tables and equipment, 

 so as to enable the workers to handle a 

 great amount of material in the small 

 space available. Wliile the alley is 110 

 feet deep, the store measures only 

 eighty-four feet. There is, therefore, 

 ample room for the loading and unload- 

 ing of trucks at the rear door, without 

 interference from the traffic that con- 

 stantly passes in the north-south alley 

 connecting Washington and Madison 

 streets. 



A space about two-thirds the length 



of the store has been excavated be- 

 neath it and is occupied by a store- 

 room and a large storage icebox. The 

 latter measures 10x24 feet and is re- 

 frigerated by a 3-horsepower Kroeschell 

 ice machine, which also cools the, box 

 upstairs. All the equipment of the store, 

 including the iceboxes and the fixtures 

 of both workroom and «salesroom, were 

 furnished by the A. L. Eandall Co. and 

 were put in under the personal super- 

 vision of W. Abrahamson, manager of 

 the store fixtures department. 



Draws Different Trade. 



Though small, the store draws enough 

 business to require a force of ten per- 

 sons to handle it. Many orders at 

 present are sent out from the Wabash 

 avenue establishment. During its first 

 week of existence, the striking window 

 displays attracted a constant crowd 

 ;il)out the store front. Visitors were 

 many, almost all of whom made pur- 

 r—chases. The pedestrians on Michigan 

 avenue are most of them of the flower- 

 buying class, and Mr. Wienhoeber be- 

 lieves that the store will do much in 

 drawing customers to supplement the 

 patrons already made at the Wabash 

 avenue store. The transient business is 

 of a superior sort. A business man 

 dropped in for a white carnation to 

 j)ut in liis buttonhole and a long- 

 stemmed Russell rose, ostensibly for his 

 office desk. This 75-cent transaction 

 was followed by an order for a $35 

 corsage. Sometimes as many as ten 



customers at once are in the store, 

 keeping the salesmen constantly on the 

 jump. In the customers already added 

 to the books, Mr. Wienhoeber believes 

 the store has justified the rather daring 

 move at this time. Mr. Wienhoeber be- 

 lieves that this store will be busy dur- 

 ing the months when the Wabash avenue 

 store is not, and vice versa. 



FOR THE CHILDREN. 



A 20-page booklet, entitled "A Jour- 

 ney Through Wonderland," and con- 

 taining eight full-page color plates, 

 each illustrating verses on the facing 

 page, is a means taken by Penn the Flo- 

 rist, of Boston, to win the good-will of 

 the children who enter the shop under 

 their parents' guidance and, incident- 

 ally, to hold the esteem of the house- 

 hold when Johnny or Mary begin read- 

 ing the contents. 



Penn has also been sending this out 

 when flowers are sent to the mother of 

 a new arrival, with telling effects. 



The booklet, published by Brown & 

 Bigelow, of St. Paul, Minn., bears 

 Penn's imprint on the back cover. It 

 is an extremely handsome piece of work, 

 and the verses and pictures are such as 

 win youngsters' hearts. Mr. Penn char- 

 acterizes it as "just a bit of original 

 application, which might interest other 

 florists, in winning good-will and gain- 

 ing new business." 



A UNIQUE BOUQUET. 



H. D. Caldwell has been called upon 

 to fabricate many queer designs in his 

 long experience as a florist at 1375 East 

 Fifty-third street, Chicago, but during 

 the holidays in the year just passed 

 he encountered the oddest order of them 

 all. Let him tell it in his own words: 



"The bouquet was intended for a 

 silver wedding anniversary and was, 

 no doubt, meant for a joke. A lady 

 brought in twenty-five packages of 

 cigarettes and twenty-five packages of 

 face powder. She asked me to cover 

 each package with silver foil, to wire 

 these on strong wire stems and to make 

 the whole up in the shape of an old- 

 fashioned pyramid bouquet, with plenty 

 of green mingled through it. Then I 

 was to place large bows of silver rib- 

 bon on the handle or stem. Of all the 

 designs I have ever made, this one 

 ' takes the cake.' " 



ROWE'S RAMBLES. 



In the Flower Stores. 



If the rambler were a real lady re- 

 porter, he would say that "the daintiest, 

 loveliest little holiday seuvenir" that 

 he has yet seen came from the Berryhill, 

 one of the leading flower shops of Har- 

 risburg, Pa. The recipe is about like 

 this: A mahogany candlestick, eight 

 or ten inches tall; make a solid mass of 

 partridge berry foliage around the base 

 and more than half the height of the 

 stick, with the red berries peeping out 

 here and there; then finish the top with 

 mistletoe and a red satin ribbon. It 

 is the dainty simplicity that charms. 

 Others were made from spruce twigs 

 and holly. Did they sell? They cer- 

 tainly did I 



Architectural Skill Made this Small Interior Look Spacious. 



North Girard, Pa. — A small green- 

 house is being erected for the E. B. 

 Fidler Floral Co. 



