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May 11, 1»22 



The Florists' Review 



31 



THE RETAIL STORE 



A PAGE OF HINTS AND HELPS 

 FOR THE RETAIL FLORIST 



TAMPA'S NEW STORE. 



The beauties of nature are every- 

 where impressive, but eonil)ine these 

 natural creations with the skill, ex- 

 perience and artistic temperament of 

 ■jme of the members of the tratl'^, iixi i 

 iece of art is produced which has an 

 -resistible power of attraction. The ac- 

 companying illustration depicts the ar- 

 tistic abilities of members of the Knull 

 Floral Co., Tampa, Fla., in the new store 

 of this firm, opened recently. The pic- 

 ture indicates clearly how beauty can be 

 marshaled to produce an artistic effect 

 with an aristocratic appearance. Each 

 plant is conservatively placed, yet in 

 such a position as to give its native 

 beauty every advantage. 



When one steps into this shop the 

 noisy traffic of the street is forgotten, 

 and only the scent of roses and lilies is 

 present. The general effect at the rear 

 of the shop is one of genuine artistry. 

 A person entering the store is immedi- 

 ately conscious of it. The scene repre- 

 sents a hedged balcony, overhung by a 

 white arbor. A large mirror at the rear 

 of the balcony gives the immediate im- 

 pression of a French window, especially 

 in the afternoon, when the glare of the 

 light in the street is subdued. 



The greenhouses and lath houses op- 

 erated by the firm are show places of 

 the city. Located at Nebraska and 

 Twenty-seventh avenues, they cover 

 fifteen city blocks. A large force of 

 gardeners is kept busy at all times tend- 

 ing the flowers here, as well as the 5-acre 

 farm, Rosedale, near the dam of the 

 Tampa Electric Co., where camphSk 

 irees and nursery stock are growx 

 Visitors are welcome at both places. 



A cold storage at the rear of the shop 

 is one of the features of this company. 

 During the holiday seasons the storage 

 is used for keeping cut flowers fresh un- 

 til used. During the Easter season alone 

 fully 2,800 roses, besides large (juanti- 

 ties of various sorts of flowers, were 

 stored there. 



F. A. Knull and his son, \V. H. Knull, 

 are the men behind the Knull Floral 

 Co., and tliev know the flower business 

 from the <;T()und up. 



AT THE PASADENA SHOW. 



Tlie Pasadena flower show, reported in 

 last week's issue of The Review, was 

 a matter of exceptional interest in the 

 California city, since no show of such 

 extent or excellence had been seen there 

 liefore. Quite naturally, therefore, the 

 A])ril 29 issue of Pasadena California 

 Life, a weekly magazine of high char- 

 acter and profusely illustrated, which is 

 circulated in the ^L•lrylahd and similar 

 hotels of Pasadena, was devoted in large 

 pari to descri])ti()n9 and pictures of the 

 lower show. The handiwork of Ilcrry 

 k. Siebrecht, Jr., waj< particularly well 

 jhown, all three of his prize-winning 

 entries being ])ictured extremely well. 

 The description of his bride's bouquet, 

 written bv the feminine editor of the 



magazine, indicated a viewpoint which 

 florists might well consider. "Lilies of 

 the valley and white moth orchids," it 

 said, ' ' went into the composition of this 

 matchless bridal bouquet, with true lov- 

 ers' knots in the white ribbon. It was 

 •iiry, girlish, light, not a burden for 

 jmall white hands. Ah, many a time 

 and oft have we seen great, heavy, cum- 

 bersome loads of flowers for a bride 

 to carry, assuming the center of the 

 stage when the center of the stage 

 should be held by the bride herself and 

 the bouquet be only a ravishing com- 

 ponent of her loveliness and allure." 



The same writer went to some pains 

 to describe Mr. Siebrecht 's table deco- 

 rations. She said: 



"It was simple, as all great things are. 

 In the center was a purple glory of or- 

 chids and maidenhair ferns, and the 

 covers were marked with corsage bou- 

 quets of orchids for the feminine guests 

 and gardenias for the men. Details do 

 not convey the beauty of that table. It 

 was the ensemble that spoke. The lace 

 cover, worth, it is said, a thousand dol- 

 lars, was a worthy foundation for the 

 floral art. The delicate china and cut 

 glass, banded in purple, matching the 

 orchid colors, was exquisite. The whole 

 was a glory in the room, a glory of color 

 and airy grace, of rich appointments and 

 artistic completeness." 



The table decoration of Whitford 's, 

 Florists, which took second prize, ran 

 the description, was "a lovely thing 

 with a certain Frenchy flair, a Dresden 

 effect, and one seemed to see in imag- 

 -nation the powdered beauties of Lafay- 

 ette's day seated about this table. It 

 jvas centered with Hillingdon roses, 

 those lovely gold roses, with Spanish iris 

 thrust through like beautiful blue bayo- 



nets, and Farleyense fern made a lacy 

 ' border of green around the edges. The 

 ladies' corsage boufpiets were French 

 with lacj' frills and tiny holders, and the 

 dainty china of Dresden completed the 

 enchanting effect." 



MAKING MORE FLOWER BUYERS. 



"If you were a grocer you would 

 know that every family is buying some- 

 where. There are a certain number of 

 possible customers, and that number 

 can only be increased by the increase in 

 population. The only way the grocer 

 can increase his trade is by inducing his 

 customers to buy more or by winning 

 part of his competitor's customers — and 

 that is a game two can play. The florist 

 has another opportunity: He can in- 

 duce his customers to buy more and he 

 can make more flower buyers," reads 

 one of the thought-stimulating articles 

 in the May issue of "Florists' Prob- 

 lems," a pamphlet published by Wild 

 Bros. Nursery Co, Sarcoxie, Mo. 



"The last census shows a flower pro- 

 duction of something like 75 cents per 

 person per year. Of course, many per- 

 sons will never become flower buyers. 

 But it shows that the possibilities in the 

 florists' business have barely been 

 touched. If the figures are even fairly 

 correct, the average can be raised. And 

 many possible buyers are not customers, 

 else the average would already be 

 higher. 



' ' Karl P. Baum has stated that less 

 than fifteen ])er cent of the people buy 

 flowers. Why? Largely because we 

 florists have not made them want flow- 

 ers. Often we do not even remind them 

 where we are located. Let's raise the 

 per cent. 



' ' Take your telephone directory and 



New Store of Knull Floral Co., Opened to Care for Tampa's Easter Trade. 



