NOVBIIBKB 10, 1921 



The Florists^ Review 



29 



THE RETAIL STORE 



A PAGE OF HINTS AND HELPS 

 FOR THE RETAIL FLORIST 



FOCH'S WREATH. 



When Marshal Foch visited Chicago 

 last week one of the largest functions 

 was that incident to placing a wreath at 

 the feet of the world-famous St. Gau- 

 dens statue of Lincoln, which stands at 

 the entrance of the park named for the 

 Emancipator, and Lewis & Rocca, who 

 enjoy in considerable measure the pat- 

 ronage of Chicago 's French colony, 

 considered it quite an honor to be called 

 on to make an unusually fine wreath. 

 For such a use, of course, imperishability 

 was a consideration, so no cut flowers 

 were used. The wreath was forty-eight 

 inches in diameter, made on a mossed 

 box frame, and the filling was magnolia 

 leaves, which the uninitiated usually call 

 laurel. The cluster was of everlastings, 

 including lotus pods and prepared 

 grasses. The streamer was No. 300 red, 

 white and blue ribbon and the inscrip- 

 tion was printed in gold, no pasted let- 

 ters being used. The daily papers and 

 the news movies all photographed the 

 ceremony at the statue, so that the use 

 of flowers for this purpose received a 

 wide advertisement. 



FLOWERS OR A FLORIST. 



Since it happened to be the actual ex- 

 perience of a reporter, the following 

 story from the New York Evening Sun 

 of November 3 ought to carry a real 

 message to florists: 



Finding the particular kind of a sliop you 

 want is not always easy in New Torli. Digger 

 had a wedding anniversary the other day and 

 wanted some roses for the wife. The only two 

 florists he had known in his neighborhood moved 

 on the first of October. Not being a regular 

 buyer of flowers, he hadn't noticed a new shop. 



"I got off the car ten blocks from home," said 

 Digger, "figuring that I'd be sure to run across 

 a shop in that distance on one of the main 

 avenues. But I didn't. I could not even see 

 one on any of the intersecting streets. I was 

 pretty well discouraged when I got to my own 

 door, but I knew I must make good on that 

 one day of all the year, so I crossed to another 

 avenue and started the search all over again. 

 Ten blocks more and no florist. Then back in 

 ray own neighborhood, just two blocks from 

 home. I found the flowers. 



"There was one thing that struck me In the 

 search, and that is the number of business 

 houses emt>elli8hed with flowers or greenery of 

 some sort. I was off on half a dozen false 

 scents because of the decorated windows of 

 restaurants, millinery establishments and what 

 not. For an hour I was totally surrounded by 

 flowers with not a florist to be found." 



Does your window or store front so 



impress passers that when they want 



flowers they will know just where to 



go? '_ 



FOR IDLE CUSTOMERS. 



The moments that a customer waits 

 for a salesman or for change in a flower 

 shop are usually spent by his or her 

 glancing about the place, inspecting the 

 flowers or plants or pottery that are on 

 the tables or counters. To get the eye of 

 customers in such moments the Jacob 

 Schulz Co., Louisville, Ky., places here 

 and there little pottery tablets on which 

 various brief sentiments have been in- 

 scribed. One such, which has a bluebird 

 perching on the corner, says, "Mother 

 o ' Mine Likes Flowers. ' ' The lettering 

 was done by hand with a brushful of 

 paint. Another says, "Remember Birth- 



days: Say It with Flowers." These lit- 

 tle pieces of pottery may be used as 

 paper weights and some have a small 

 vase attached which will contain a sin- 

 gle flower. 



AT INDIANAPOLIS EXPOSITION. 



The florists' trade was one of the best 

 represented at the recent industrial ex- 

 position held in Indianapolis under the 

 auspices of the manufacturers' commit- 

 tee of the Indianapolis Chamber of 

 Commerce. Many of the most prom- 

 inent members of the industry in In- 

 dianapolis took an active part in the 

 exposition and held executive positions 



and coniiiiittee appointments. The ex- 

 position was open only to exhibitors 

 whose products were made in Indian- 

 apolis. A. Wiegand's Sons Co., the 

 Roojjke Floral Co. and the Circle Flower 

 Store had exhibits. 



One of the most valuable results, ac- 

 cording to men in the industry, was a 

 change from pessimism or near-pessi- 

 mism to optimism during the show. 

 Direct sales were made in a volume that 

 proved the crisis has passed and long 

 lists of prospects were secured. Repre- 

 sentatives of the National Purchasing 

 Agents ' Association, who held their con- 

 vention in Indianapolis during the 



Wreath Placed at Lincoln's Statue by Marshal Foch. 



