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FLOWERS FOR 



JUNE BRIDES 



For generations June has ieen popularly dedicated to the bride. As 

 m all dedications, there is a symbol: Flowers! For those wha specialize 

 in that symbol, a wedding may mean, besides the cadent chimes from the 

 corner church, the allegro tinkling of the cash register. 



UNE, avers the 

 pragmatical c o m - 

 pounder of cyclo- 

 pedic truths, is the 

 sixth month of the 

 year, consisting of 

 thirty days, during 

 which the sun en- 

 ters the sign of 

 Cancer. A defini- 

 tion as colorless as it is concise! 

 June is far beyond the capacity 

 of a few words. This is a month 

 that exceeds the mind and in- 

 vades the heart. There were 

 more than words in the genius 

 of the man who wrote "The 

 Vision of Sir Launfal" and in 

 that of the author of "Knee 

 Deep in June." During these 

 thirty all-too-brief days there is 

 poetry in the spirits of all, both 

 young and old. There is senti- 

 ment, exultation, sweet joy and 

 long walks under moonlit skies. 



Here Come the Flowers. 



The sign of Cancer, indeed! 

 This, above all, is the month 

 when the bride, pretty in blushes, 

 enters the sign of all future 

 happiness. It is a month of 

 brides, for brides and devoted to 

 brides, with the floral world pro- 

 viding the atmosphere. And 

 therein lies the factor that 

 makes June an exceptional 

 month for the florists' business. 



Three parties are inevitable at 

 a wedding — the bride, the groom 

 and flowers. Besides the blooms 

 that belong to the bride and her 

 retinue, there are other flowers. 

 Some are in corsages; some are worn in 

 more natural form; perhaps the tables 

 will be decorated with them; perhaps 

 the entire residence and the altar at the 

 church will be decked with them. But 

 flowers there are bound to be. How 

 many? In what manner! Attractive! 

 Worthy of commendation! The florists' 

 activity and ability are the answer, and 

 whether or not a particular wedding is 

 to be a big success is largely dependent 

 on this trade. Flowers are a wanted 

 "quantity." The trade has only to de- 

 velop that "want." 



At any wedding, of course, the bride- 

 to-be is the center of attraction as well 

 as the center of general activities. All 

 the features of the wedding, one might 

 Bay, radiate from her, and it is a wise 

 florist who aims to get the prospective 

 bride interested first of all. If the bride 

 can be convinced that the most beautiful 



Here's to the Bride — June's Fairest Flower 1 



corsage is the only one for her, then she 

 will convince the groom-to-be to that 

 effect. It will follow, then, that the 

 bridesmaids must be proportionately 

 lovely, and the whole range of activities 

 will be measured up to the standard set 

 by the bride. It is often just as potent 

 to convince the groom, but, as a matter 

 of fact, he usually does as the inclina- 

 tion of his future wife decides. 



Acciuaintance Acquires. 



The main objective in getting June 

 bride business seems, then, to be con- 

 tained in the injunction, "Get the bride- 

 to-be interested." It should always be 

 borne in mind in this connection that 

 everyone who is about to take part in or 

 attend a wedding is a prospective flower 

 buyer. 



This offers another instance where it 

 pays a florist by square dealing and 



courteous friendliness to develop 

 an acquaintance with customers 

 that will let him "behind the 

 scenes" once in a while. In this 

 way he is often advised before 

 the newspapers have the news 

 as to when a wedding is to be 

 enacted. Many times genial con- 

 versation has disclosed pointers 

 that have led to large profits. 



A courteous letter to the pros- 

 pective bride or groom or even 

 a telephone call made to the 

 bride's parents or other mem- 

 bers of the family, inviting 

 them to visit the store and see 

 the new creations, is a quick 

 way to this kind of business. 

 When once the "wedding job" 

 is obtained, it should be carried 

 out with a rigid regard for ex- 

 cellency, because there is no bet- 

 ter or worse advertisement than 

 the quality of one's own work. 

 That is direct advertising. Every 

 bridesmaid at that wedding is a 

 prospective bride and, so, a pros- 

 pective customer of the florist. 



Tempus Fugit! 



Time flies! And the styles 

 change rapidly. It follows, log- 

 ically, that if the florist wishes 

 to remain popular with Hymen, 

 he would better keep the pace. 

 For instance, since 1920, styles, 

 customs, decorations — many 

 features have changed. Obvi- 

 ously, it would be decidedly 

 unwise to handle a wedding now 

 a la 1920. Herein reading the 

 society news pays! 



Knowing how to do the work, 

 the florist has to go out and get the 

 business. The method of personal con- 

 tact, a splendid one, has already been 

 touched upon. However, in practically 

 all cases the newspaper offers the broad- 

 est field for appeal. And for these June 

 bride advertisements there is a great 

 chance for composing good copy; that 

 is, writing the words for the advertise- 

 ment in attractive style. For instance, 

 take the well written advertisement of 

 George Hart, illustrated on the next 

 page. This is pulling copy. Imagine, in 

 its place, a blank statement, such as 

 "George Hart has good flowers for all 

 occasions," and the contrast in effect 

 is at once noted. Put yourself in the 

 public's place and then start writing. 

 Description that is magnetic; style that 

 catches the eye; well arranged para- 

 graphs — all these and more can be in- 

 troduced to make the advertisement 



