102 



The Florists' Review 



Mat II. IMC 



The florists vrhose cards appear on the pages carrying this head, are prepared to fill orders 

 "■' from other florist* for local delivery on the usual basis. 



Flowers and Giving 1 



"Consider the lilies of 

 the field." How bounti- 

 fully they bloom, how 

 freely and fully they give 

 of their loveliness and 

 sweetness. 



Brother Florists, we 

 give to you our kindly 

 thoughts and best wishes. 

 Let us make this Spring- 

 time very beautiful. "He 

 that soweth bountifully, 

 shall reap also bounti- 

 fully." 



. 



fK>UltTBeNTH 9 H JTR»»t# 



ms^ 



all shapes and designs are fashionable. 

 * * The retail florists ' establishments in 

 South America are naturally of a most 

 varied type, from fine businesses, which 

 would make some of our west-end flo- 

 rists stare, in cities like Rio de Janeiro, 

 Sao Paulo, Buenos Aires, Montevideo, 

 etc., down to the poorest apology for a 

 florists' shop in the smaller out-of-the- 

 way places. It is a significant fact that 

 even small towns have their florist, and 

 flowers are used wherever barbarism has 

 made room for civilization. 



Balancing Differences. 



"Space does not permit me to go fur- 

 ther into details, and so I will venture 

 upon a short summing up. Here we ap- 

 pear to have some better individual 

 growers than there are in the United 

 States, and when writing of the flower 

 business there I include Canada, where 

 conditions are practically identical. The 

 flower-growing industry, however, seems 

 to be carried on in a more businesslike 

 style, and it is far better organized than 

 here, while in the construction of glass- 

 houses the Americans are certainly well 

 ahead of us. The wholesaler, or commis- 

 sion man, across the water handles the 

 flowers more carefully and does not 

 waste so much as his brother on this 

 side. He seems to be regarded, as he 

 should be, more as a connecting link be- 

 tween the producer and consumer, rather 

 than as the 'bete noire' of the flower 

 industry. 



"The greatest difi'orence, however, 

 and unfortunately not to the advantage 

 of the Britisher, lies in the retail flo- 

 rists. SuflSce it to say, that we have too 

 many flower sellers and not enough flo- 

 rists in this branch of the industry. 



"Finally, the social intercourse among 

 the whole of the trade is more intimate 

 there than here. There is no important 



^j oifjtwdh^oweri 



Members 



of the 



P. T. D. 



Mera Iters 



ef the 



P.T.». 



GUDB BROS.Ca 



FLORISTS 



1214- F ST. NAY* 

 WASHlNfiTORtiA 



town in the States or Canada which has 

 not its florists' club, with practically all 

 the retailers, wholesalers and flower 

 growers as members. There are monthly 

 business meetings, as well as picnics, 

 dances, ladies' nights, dinners, etc., on 

 its program. It is difficult to overesti- 

 mate the value of these organizations 

 from a business point of view, and it is 

 up to us to imitate our brethren across 

 the Atlantic in this respect." 



ARE WE DOING OUR PART? 



The writer recently read an article by 

 A. D. Lasker, chairman of the United 

 States shipping board and formerly 

 president of the widely known adver- 

 tising firm of Lord & Thomas, who 

 quoted the following: "Advertising is 

 an American product and we are the 

 only nation on the face of the earth 

 that knows how to advertise. Advertis- 

 ing, as we understand it today, is a 

 comparatively new product, no older 

 perhaps than 25 years, and I place that 

 limitation upon the life of present-day 

 advertising in order that I may grace- 

 fully say that I have had the wonderful 

 opportunity of seeing it develop from 

 mere type on white space to its present 

 position. ' ' 



The above paragraph struck a pecu- 



WASHINGTON, D. C. 



Louise Flower Shop 



Connectlciit Are. «t K 61k, H. V. < 



HIM Louise W. Danghert y, » • Proprletreae 



PboDes— FrankUn 3579, <ML 8842 



Member Florists' Telegraph XteHrery 



liar thought in my mind, as applied to 

 florists and florists' advertising, except 

 that we have developed ©n? awn in the 

 few short years since onr Hational pub- 

 licity campaign started. It is master- 

 fvil in its entirety — the progress we 

 have made during the last fire years — 

 when we consider our own development 

 in this direction from atany stand- 

 points; namely, when seaaning our lists 

 of contributing members to mote the 

 names of many who origiaally felt it 

 was not at all essential to help 

 the sale of flowers, but wko mow hava 

 acknowledged their error and contrib- 

 ute and boost also; then, the type who 

 realizes the importance ef selling more 

 flowers now and considers that of late 

 years we have forgotten the gluts we 

 used to hear about so freqnontly; also, 

 the number of campaigms started lo- 

 cally after noting the sneeees of other 

 centers; so, all in all, it ia moet pleasing 



