M\\ II, I'.tl'L' 



The Florists^ Review 



31 



THE RETAIL STORE 



A PAGE OF HINTS AND HELPS 

 FOR THE RETAIL FLORIST 



TAMPA'S NEW STORE. 



The liciiutics dl' niiturc ,-iic i\iiv 



wlicri' iiii]ir('ssivc, luit (■(niiliiiic tlirsc 



ii;itiir;il crcjitidiis with tljc --kill, I'X 



]i('rir'ticc mill Jiiiistir t riii|icr;iiiiciit ul 



■JUIC of tlir IlliMiihcrs of tlir trail", HL'l i 



let'i" of ;irt is inoiliiiiil which has an 



Tcsist ililc power of ;i1ti;ut inn. Thr ac 

 iOiii|p;iiiyiiii; ijliist r;il ion ilrjiii-t-- tin- .'ir 

 fistic ;iliiliti«'s of niciiilirrs of tin- KniiM 

 Floi'Jil Co., Tiiinjia, I'hi.. in tiir new stoir 

 of tills firm, ojti'iu'il ri'ccnt I y. Thr ]iir 

 turc iiitliciitcs eicarly liow ln'.infy ciiii hr 

 iiiiirslinh'il to iiroiliicf ;in nifistii- effect 

 with an iiristocriitic a|i)ie;ir;nice. i^adi 

 |iiaiit is coiiservat i\ely placeil. yet in 

 siicli a jiosifioii as to j^ixe its nnti\e 

 lieaufy exciy adv.'inta^e. 



When one ste]is into this sIkiji tlie 

 noisy frafiic of fhi' street is forgotten, 

 and only tlie scent of roses ;inil lilies is 

 ])rt'sent. The <;eneral efTect at the rear 

 of the shop is one of yennine artistry. 

 A person entering; the store is imnieili- 

 ati'ly conscious of it. The scene it'|ire- 

 sents a hedf^cil balcony, oxerhnni; liy a 

 white arbor. .\ larj^e mirror at the rear 

 of the balcony t;ives flie iiiiniediate ini- 

 jiression of a French window, especially 

 in the afternoon, when the j;lare of the 

 lii^ht in the street is subdued. 



The greenhouses and lath houses op 

 erateil by the firm are show jilaces of 

 the city. Located at .Xebraska and 

 Twenty seventh a\einies, they co\'er 

 fifteen city blocks. .\ larjie force of 

 gardeners is kept busy at all times tend- 

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

 farm, Hosed.ile. near the dam of the 

 I'aiiip.-i lllecfric <'o.. where enmpLoj- 

 ;rees anil nursery stock ;ire groVTI 

 Visitors are welcome at both places. 



A cold storaf,'e at the rear of the .shop 

 is one of file features of this company. 

 I)iirinj4 the holiday se;isons the storage 

 is iiseil for keepinj^ cnt flowers tresh un- 

 til used. I)urin;4 the liaster season alone 

 fully L'.HiKi roses, bcsiih-s |;ir-,. ,|n,-in1i 

 lies dl' \:iii(ii|s sorts of lliiwij's. Were 

 stored thric. 



I". A. Kiiiill ,111.1 his -iin. W. II. Knull. 

 •■ire thr iiM'ii iMhiuii till- Kiinll r'inr.'il 

 ''(1.. .-iihI they know tin' llcwiT liiisini'^s 

 llMlii the ^loiind up. 



AT THE PASADENA SHOW. 



The I 'as.-idriia lli.wcr slmw, icj mil r,| in 

 i.-lst week's issue iil' The lie\ie\\. W;|s 

 .■I m.'lttel- III' e.\crpt i(i|i:i I interest ill the 

 ' ';ili I'm ni.-i i-ity, sim-c no sjidw ,,{ sm-h 

 ■ \tent ur excelh nee h;id been sii-u tliere 

 '"■Inie. (^iiilr ii;it iiially , I hrirlore. the 

 .\pril L.".» is-nr ol' I'a -adeiia •'ajifornia 

 l.it'e, ;i Weekly maL;a/iiie ot hii^li char- 

 acter. 'ind profusely illustrated, which is 

 'irciil.'ited in the .\I;iryland and similar 

 hotels (it r:is;i.leii;i, w;is devdtecl in larLie 

 p.art to desi-i ipt i.iiis ;ind pictures of the 

 '.oAer shnw. Tin- ha ndi \v mk ol' il-."._, 

 L Si('}irei-lit, Jr.. was partuniarlv wpll 

 •hiiwii. all three I, I' liis pri/e-w iiiiiinr 



entries lieill;^ pictured eXtleUlely Well. 



The descr ipf idU of his bride's bniiipiet, 

 written b\- the feminine editor of the 



magazine, indicated a \ iew]Kdnt which 

 florists might well consider. "'Lilies of 

 the \alley and white moth orchids,"' it 

 said, "went info the composition of this 

 matidiless bridal bouipief, with triie lo\- 

 eis" knots in the white i-ibbmi. It was 

 -iiry, girlish, lit:ht. imt a burden I'or 

 jniall white hands. .\h. many a time 

 ind oft have we seen great, lieaxyj eiim- 

 bei'some loails of tlowers for a briile 

 to carry, assinniiie the center ni' the 

 stage when the center nt' the stage 

 should be ludd by the bride herself and 

 the bou(piet be only a r.axishin;; com- 

 ponent of her lox'eliness and allure. '' 



The same writer went to some ])ains 

 to describe Mr. Siebreidif 's table deco- 

 r.atioiis. She said: 



'"It was simple, as all great things are. 

 in the center was ;i iiurjile glory of or 

 chids and maidenhair ferns, and the 

 co\('rs were marked with corsage bou- 

 (jiiets 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 sjioke. The lace 

 cover, worth, it is said, a fhousand d<d- 

 lars, was a worthy foundation for the 

 floral art. The delicate (diina and cut 

 glass, lianded in |piir|ile, m;ifchine the 

 orcliid colors, w.-is ex(piisite. The wiiole 

 w;is a glory in the i-oom, :i glory of cidor 

 arid airy grace, of rich appointments and 

 .■lit isf ic completeness. 



The f.-ible decor.'ition of \\'liitforirs. 

 Florists, wliiidi fook second [irize, ran 

 the description, was " ji lo\ely thing 

 with a certain Frenchy flair, a Dresden 

 eflfect, :ind one seemed to see in ima';- 

 'iiafion file jpowilered beauties of Lafay- 

 ette's ,l;iy seated about this fable. It 

 Has centered with llillinydon roses, 

 those loxely yohl roses, xxitii .'-Spanish iris 

 thrust through like be.aiiiifnl blue b.-iyo- 



nets, ;tnd I'arleyense fern made a lacy 

 border of ^rei'ii around the edges. The 

 Ladies' rois;ie|. lioii(|iie|s wiMe French 

 with lacy I'riljs :iiid tiny lidhlers, and the 

 • laiiily rhin.i of |)res(|,.|i i-onipleted the 

 enchant iii^ efl'ect . ' ' 



MAKING MORE FLOWER BUYERS. 



■'It' you Were ;i uiocir X'OU would 

 know that exery family is buy ing sonie- 

 \xhere. There ;ire ;i cert.iiu number of 

 jiossible customers, .■uicl th;it niiniber 

 can only be increased liy the increase in 

 population. The only xv.ay the grocer 

 can increase his trade is by inducing his 

 customers to buy more or by xvinning 

 part of his comjiet itor 's customers — and 

 that is a g.'inie two c;in jd.iy. The flfirist 

 has another opiiortuiiity : He c;in in- 

 duce his ciistiuners to buy more and he 

 can m;ik-e more tlowcr buyei's,'' reads 

 one of the thought stimulat ing articbs 

 in the .\Liy issue of "Florists' Prob- 

 lems," ;i pamjihief Jpliblished by Wild 

 Dros. Nursery <'o, .Sarcipxie, .Mpp. 



'"The hast census shipxvs a iIowit pro- 

 duction ot' something like 7." eeiits ]ier 

 jierson [ler ye;ir. Ot' course, many j)er- 

 soiis will iiexer beciPine flower buyers. 

 Hut it shoxxs that the possibilities in the 

 florists' business haxc barely been 

 tomhed. If the Hgiires ;iie even f.airly 

 correct, the axerage can be raised. .\nd 

 many pipssible buyers ;ire not ciislipuiers, 

 else the axerage wnuid .alreadv be 

 higher. 



•"Karl I'. H;iiim has >t;ited that less 

 than lift. ell p,.)' rent ol th.' peopb' buy 

 tlipwers. Whx .' Laiu'dx because we 

 florists Ii,-i\e not ina.le t lo'iii want flow- 

 ers. Often wi' do nipf exi'ii riTiiind them 

 xvhere xxe :iri' loi-ate.j. 1,. t 's raise Die 

 per cent. 

 ■■Take xdur telephone directory and 



New Store of Knull Floral Co., Opened to C.\re tor T<imp,i's E.ister Tr.ide 



