16 



The Florists' Review 



April 7. 1921 



with a small ribbon case, where fancy 

 ribbons and corsage shields are dis- 

 pJayed. In the design room, in the rear 

 of the store, is a large flat •work table 

 and wrapi)ing table. Rack of the de- 

 sign room is another large display room 

 and workroom, with mahogany fix- 

 tures and marble floor, where the stock 

 is received and baskets displayed. This 

 room in itself is a noteworthy part of 

 the store. The ventilation is perfect, 

 with windows on three sides of the 



toward the goal of all florists, "Better 

 stores, better service and the education 

 of the public to 'Say It with TIow- 

 ers.' " 



SOLDIERS AND FLOWEBS. 



store. 



Thorough Preparations. 



To be ready for the opening of the 

 store, March 23, a large force of men 

 worked late into the night of March 22. 

 being still at work when the theater 

 crowds were going home, but on the 

 morning of the opening daj', when men 

 walked by on their way to their places 

 of business, they were greeted by the 

 beautiful sight presented by the display 

 windows. 



At 10:30 a. ni., when the doors Avere 

 opened, a long line formed, waiting to 

 gain entrance, and from this hour until 

 late in the evening the store was 

 crowded with visitors. A large quarter- 

 page advertisement was run in the two 

 evening papers March 22, and also in 

 the morning papers March 23. In ad- 

 dition, some 2,000 announcements, got- 

 ten up in elaborate style, with cover of 

 Spanish leather, had been distributed 

 throughout the city. 



Shiccessful Start. 



Three clerks were kept busy dis- 

 trfbuting roses to the ladies. The sup- 

 'gfy of roses was exhausted by 2 o'clock, 

 5nd next came carnations and jonquils, 

 some 4,000 flowers having been handed 

 out when the supply of these ran out. 



A New Behabllltatlon Flan. 



Florists all over the country are learn- 

 ing that they can be of much help in the 

 widespread movement to provide means 

 of livelihood to the many men who came 

 out of the war disabled in such a way 

 Ihat they were unable to continue at the 

 trade which they pursued before the war. 



In The Eeview for November 25, 1920, 

 there was an article tolling of the work 

 among these disabled men that the Fed 

 eral Board of Vocational Education, 

 Division of Rehabilitation, is doing. The 

 article also sliowcd how growers and 

 nurserymen could use these men. Since 

 that time a number of these men have 

 been jdaced in nurseries and gieenhouses 

 in various parts of the country. 



Houston Heard From. 



Now comes tlie news from Houston, 

 Tex., telling of the latest example of 

 tliis work among the florists. Its florists 

 l)elieve Houston can become one of the 

 largest shippers of flowers in the country, 

 that Houston can grow flowers that are 

 now being shipped in from other states 

 and in that way can give to these ex- 

 service men the means of obtaining a 

 livelihood. 



A cemmittee of. business men and 

 women have interested themselves in 

 erecting an ex-service men's home and 

 sanitarium, with the added feature of a 

 nursery farm in connection. Some of 

 Houston's florists have interested them- 



New Store of the Rockmont for Flowers as Seen Through Window. 



It is estimated that between 6,000 and 

 7,000 people visited the store between 

 10:30 a. m. and 6 p. m. During the 

 afternoon music was rendered by an 

 orchestra concealed behind a bank of 

 jialms on the balcony. 



The members of the firm, Herbert A. 

 Clausen and Carl L. Gross, were con- 

 gratulated on their careful attention to 

 the arrangement of all the details of 

 this beautiful store, as another step 



selves in the venture and are backing 

 it Both financially and morally. They 

 are giving their expert advice and ob- 

 taining facts and figures for the com- 

 mittee to use in their drive for a fund 

 of $70,000 to buy the land and erect a 

 Iiome with all club and home features. 



Plans Have Been Drawn.' 



Plans for the buildings have already 

 been drawn and include greenhouses, 



hospital features, clubrooms and other 

 necessary places. 



According to reliable information, 

 Houston florists buying cut flowers from 

 outside points send more than $100,000 

 out of that city annually and the state 

 of Texas sends more than $1,000,000 out 

 of the state annually for the purchase 

 of flowers, palms and bulbs. 



The plan is to erect this home for 

 shell-shocked soldiers, sailors and 

 marines, giving them a chance to become 

 self-sustaining men, with the added 

 chance of keeping their minds occupied 

 and of keeping out in the open, where, 

 according to doctors, they will have their 

 best chance to get well. These men are 

 now stationed in hospitals where the 

 government is providing them with medi- 

 cal care and food only, with nothing for 

 them to do in order to keep their minds 

 ofl:' themselves. Viewed from a purely 

 philanthropic standpoint, these are the 

 men who have given their best in life 

 for their country and now it is the peo- 

 ple's chance to show that their sacrifice 

 is! appreciated. 



Expected to Expand. 



The establishment will be strictly a 

 business affair, with the bulk of the 

 profits going for salaries to the men and 

 the upkeep of the place and the balance 

 into the treasury to be paid back to the 

 original donors or to improve the place 

 and build further or do whatever the 

 board of supervisors determines. This 

 board will be made up of representative 

 citizens of Houston. 



A quiet campaign will be waged to 

 start the first unit and put the place 

 on a practicable basis. 



GBOWING FLOWEBING ANNUALS. 



For natural beauty and pleasing color 

 effects it is hard to beat some of the old- 

 fashioned flower gardens made up of 

 annual plants. Nowadays temporary 

 plantings are not relied upon when con- 

 ditions will warrant the use of more per- 

 manent material, such as shrubs and 

 perennials. Annual flowering plants, 

 however, should certainly be encouraged 

 where planting for winter as well as 

 summer effect is not possible, says Farm- 

 ers' Bulletin 1171, "Growing Annual 

 Flowering Plants," recently published 

 by the United States Department of Ag- 

 riculture. The bulletin outlines different 

 ways of utilizing annuals, tells how they 

 should be started and grown, and de- 

 scribes many of the common varieties. 

 It is a practical guide for the cultiva- 

 tion of such plants, and may be found 

 useful by florists who do home planting 

 or who are interested in annuals for 

 tut flowers. 



Copies of the bulletin can be obtained 

 free on application to the United States 

 Department of Agriculture, Washington, 

 D. C. 



MAUFF'S ANNIVERSARY. 



This is the fortieth year that the 

 Mauff Floral Co., Denver, Colo., has 

 been in existence. As one of its anni- 

 versary celebrations, an attractive 

 booklet is being sent out to the cus- 

 tomers and friends of the company. 

 The booklet contains a brief history of 

 the company and its policy. It is well 

 illustrated with views of the company's 

 store and greenhouses and the portrait 

 of Manager A. E. Mauff. The booklet is 

 arranged in an appealing form and 

 probably will be kept as a remembrance 

 by many friends of the company. 



