"S'lr. 



18 



The Florists' Review 



Junk 1. l'J'2-- 



worth while. Often it is found profitable 

 to run the photofiiraph of a real bride 

 in tlie advertisement. Remember that, 

 in any case, you arc j)aying for that 

 space, so it is well worth the time and 

 eifort to have the copy right and to the 

 point. 



Convincing the Eye. 



still anothoi- <;""<' niedium for adver- 

 tising is the wedding booklet or some- 

 thing on that order. An attractively 

 jtrinted and well written booklet sent to 

 all the customers on your mailing list 

 at the opening of June, and to any likely 

 prospects, will prove valuable, if it con- 

 tains facts concerning the ])ossibility of 

 getting satisfaction at your store. De- 

 scrij)tions of wedding decorations, a 

 statement of the latest customs, illus- 

 trations of weddings for which the flo- 

 rist has furnished the flowers — all these 



are business-getters. Perhaps the cus- 

 tomer has been married thirty years and 

 is not herself interested, but the chances 

 are that she has young friends to whom 

 she will be only too pleased to show the 

 literature. 



As intimated before, tlie most endur- 

 ing advertisement is the quality of the 

 work done. The display window offers 

 unlimited jjossibilities for showing the 

 kind of work one does. Here can be 

 shown wax figures of brides and grooms, 

 with ail the corsages, decorations, etc., 

 that are needed. Show the interior of a 

 room at a residence, the altar of a 

 church, or just the bride herself. The 

 window catches the eye of many ])assers 

 and will cause comment. 



When an order has been especially 

 well carried out, it is wise to get in 

 touch with a representative of the local 



''Say It With 

 Flowers 



97 



to 



The Bride 

 The Graduate 

 The Friend 



Roses, Orchids, Lilies of the Valley 

 and all the other beautiful blossoms 

 in season at this time of the year 

 breathe of loving friendship that is 

 as charming as their fragrance. 



So why not declare yourself to 

 some one near and dear to you by 

 presenting some oi the charming 

 blossoms we are now offering? 



If for a bride, we can make up a most attractive bouquet to your order. 

 For the graduate, nothing would be more appropriate than a dozen 

 or so of American Beauties. If fbr a frienH. you have the cho.ce of 

 innumerable blosao.ms, all reasonably priced. Order by phone, Z 1 1 54. 

 Wc will deliver. 



Geo. Hart 



Telephone 21154 



1434 Third Street 



Santa Monica, California 



paper. If there is something out of the 

 ordinary, the papers are always glad to 

 get the news, and it eventually means 

 free advertising for the shop. It is June 

 for florists! "Here comes the bride! " 



ULA LEE, THE BBIDE. 



The exquisite illustration of a June 

 bride on the preceding page shows 

 Miss Lila Lee, the motion picture ac- 

 tress, in one of her most delightful 

 poses. Thi^ is an ideal at which flo- 

 rists might aim when fabricating a 

 bride's bouquet. The bouquet is the 

 central point of the picture. If the 

 flowers were suddenly removed from 

 Miss Lee's arms, the effect would be 

 at once noticed and there would be 

 less charm to the picture as a whole. 

 The photograph is printed through the 

 courtesy of the Paramount Pictures 

 Corporation. 



SIEBBECHT'S BBIDAIi BOUQUET. 



Simplicity is inevitably characteristic 

 of the great, applying to inanimate 

 as well as animate objects. In line 

 with this logic is the fact that perhaps 

 the greatest danger in executing any 

 bit of artifice lies in overdoing it. 

 Excess balks success. This applies to 

 the making of brides' bouquets, as well 

 as to the other forms of artifice. There 

 may be too many flowers, too much rib- 

 bon or an excess of green, or the bou- 

 quet may be generally bulky and when 

 the bride appears she may give the im- 

 pression of bearing up under a heavy 

 weight; the bouquet will become the 

 cynosure of all eyes, and the bride will 

 be second in attraction, whereas she 

 should be the chief attraction and the 

 flowers should be only a delightful 

 means of improving the attraction. 



The bride's bouquet on page 19 was 

 wisely designed with an eye to sim- 

 plicity. It is excellently made up, as 

 can be seen, and, as a matter of fact, its 

 excellency won for it the first prize 

 at the Pasadena, Cal., flower show, 

 April 20 to 22. Henry A. Siebrecht, 

 of Siebrecht 's House of Flowers, Pasa- 

 dena, is responsible for the artistry. 

 In the composition of this delightful 

 piece are lilies of the valley, under 

 which hangs a shower of phalsenopsis, 

 the whole being neatly tied with dainty 

 lovers' knots. This bouquet was most 

 accurately described at the time of the 

 show as "airy, girlish, light and not a 

 burden for small white hands." 



Here Is an Effective Florist's Advertisement for June. 



FOB BBIDE AlfD BBIDESMAIDS. 



When it comes to designing and mak- 

 ing up bouquets for weddings, the Du- 

 luth Floral Co., of Duluth, Minn., is 

 if the expression is permissible, 

 "there." As evidence, is offered the 

 illustration of a bride and her brides- 

 maids, which is shown on page 20. The 

 liou(|uets were designed by J. E. Staple- 

 ton, of the Duluth Floral Co. Here is 

 a photograph that the bride will look 

 upon with intense pleasure on her 

 golden anniversary. Like all other 

 things of beauty, it will be "a joy 

 forever. ' ' 



The occasion of this work was the 

 Abbot wedding, which was one of the 

 great social events at Duluth. The 

 bouquet carried by the bride was en- 

 tirely of valley, while those of the 

 bridesmaids were made of Columbia 

 roses and pink cornflowers. This is an 



