\m«i^WfW'WiVvm>v-y'-Frvv^ 





May 18, 1922 



The Florists' Review 



41 



huvc been complaining of having to 

 "fight flowers" and the end of last 

 week was no exception. There were 

 more sweet peas offered on the market 

 than the market could possibly absorb, 

 despite the fact that their sale was 

 heavy for Mothers' day. Carnations 

 were plentiful and the price dropped 

 from $15 per hundred to $12 per hun- 

 dred. Later on it was possible to 

 get good stock at as low as $10 and 

 when Monday morning came there was 

 a big drop, for the demand disappeared 

 with the ending of Sunday. There was 

 not nearly the advance in prices that 

 had been expected, for the local com- 

 petition in the wholesale line was too 

 great and it became a question of dis- 

 posing of as much stock in as short a 

 time as possible. However, the whole- 

 salers are well pleased with the result 

 of the business of May 13 and 14. 



T. N. S. 



WRITING AD COPY. 



The lifelong association with flowers 

 makes most florists better ad-writers 

 than the average merchant or producer. 

 Probably it is because, being in contact 

 with a commodity that is principally a 

 conveyor of sentiment, the florist ab- 

 sorbs the ability to express sentiment. 

 And that's the secret of writing florists' 

 advertising which moVes the public. 



Mrs. Minnie Lilley Copeland is pri- 

 marily a practical florist. That's evi- 

 dent ifrom the way she runs a successful 

 flower shop in Marion, 111., and man- 

 ages two greenhouse establishments, one 

 at Marion and one at Creal Springs, 

 111. But that she can write an adver- 

 tisement that appeals to the public is 

 likewise evident from the copy below. 

 It was praised in Marion, 111., for its 

 message and it apparently brought the 

 wanted business, for Mrs. Copeland 's 

 Mothers' day trade set a record. This 

 is the way her advertisement for the 

 holiday ran: 



MOTHER! 

 IIow we listen to cnteh the last, liiigfriii).' 

 striiin of the violin or the sweet notes of the 

 bird, or wish we could never fortiet tlie beantifiil 

 <-liil(J face, or tlie nionntnin scene, or the last 

 wiirk of a friend, the perfume of the rose! It 

 is an axiom ; we do forget some fine events in 

 onr lives. 



Yet one Rrcat love we all do rclnember: Our 

 Mother's and our Father's. Sunday you will 

 write home, or tclegrnph some Mowers, or tnlie 

 some. If tlowers are yonr ideal, let us convey 

 your love messaRe. Flowers in all colors — 

 Carnations, Teas, Roses. I.,ilies, Beautiful 

 I'ot Plants. 

 Special Sale on IlauKing Haskets. 

 We deliver day and night by tnick, train, 

 telegraph or cable. 

 If your mother is visiting in Kurope or Ilonn 

 luln or lives In Southern Illinois, we will bear 

 your love message. 



MOTHERS' DAY FLOWERS. 



Is it customary to use only white 

 flowers for Mothers' day? I have sup- 

 posed any flowers, colored or white, 

 were suitable for decorations on that 

 day or for sending to mother. I thought 

 in wearing a flower the rule was, "A 

 white flower for mother dead and a 

 colored flower for mother living." Has 

 there been a change in sentiment? 

 Someone says there has been a new rul- 

 ing, but I cannot see how any ruling 

 could be made in regard to senti- 

 ment. 



J. B. A.— X. C. 



Of course there can be no "ruling" 

 in regard to public sentiment. The use 

 of flowers for Mothers' day illustrates 

 that fact as well as anything could. 

 When Miss Anna Jarvis first wished to 

 r«y tribute to her mother, she wore a 



DR. WALTER A. MOORE. 



FLORISTS of Seattle, Wash., again slio^d the good judgment so characteristic 

 of the westerners when those wlio are members of the Seattle Florists' Associa- 

 tion reelected Dr. Walter A. Moore, of the Hollywood Gardens, president of their 

 organization. One year ago, when Dr. Moore w.ns elected president, the Seattleites 

 knew that they had chosen a good man, and the 365 days or so that intervened 

 to the time of his reelection have proved his value as a president. Dr. Moore 

 is a big man connected with a big concern, for the Hollywood Farms, just outside 

 Seattle, operate more than 150,000 feet of glass, besides poultry and stock farms, 

 on several hundred acres of land. The retail flower store, of which Dr. Moore is 

 in charge, is known as the Hollywood Gardens. Besides his high reputation in 

 florists' circles, Dr. Moore is also well known for his efforts for civic improvement. 

 Recently when a committee of 150 civic leaders was appointed to instigate a 

 campaign to make Seattle the "flower city," Dr. Moore was one of the number. 



white carnation. When she endeavored 

 to get others to follow her example, it 

 was at first prescribed that a white car- 

 nation be worn for a departed mother 

 and a colored flower for one who was 

 living. But it was soon manifest that 

 if any large number of people in this 

 country were to observe Mothers' day, 

 such restrictions -would have to be 

 abandoned. The public showed itself 

 quite willing to celebrate mother's 

 memory with any flowers that were 

 left in a florist's store after the white 

 carnations were sold. Few persons out- 

 side of the florists' trade have heard 

 anything about a distinction between 

 white and colored flowers. Sometimes 

 personal prejudices are against such a 

 distinction. The public will not be told 

 Avhat it is to wear on a given occasion 

 or what it is to send to any person. 

 The public has shown that it would not 



abide by any "rules," whether im- 

 posed by Miss Anna Jarvis or anyone 

 else. It would not be wise for florists 

 to attempt to maintain such "rules," 

 already nearly obsolete. Mother appre- 

 ciates any kind or any color of flowers. 

 Offer flowers of all kinds for Mothers ' 

 day and let the purchaser select what 

 he or she wishes. 



GROWING DICENTRA. 



Will you advise me through the col- 

 umns of The Review how to propagate 

 dicentra? Is it hardy enough to be left 

 outdoors in the Michigan climate? 



E. B. E.— Mich. 



Dicentra spectabilis, commonly called 

 bleeding heart, is one of the numerous, 

 beautiful, hardy plants introduced by 

 Robert Fortune from Japan to Grent 



