OCTOBEB 16, 1913. 



The Florists^ Review 



9 



r 



iXTSSrSXTEVTS] 



.<#^<*^'<^<#^^fe»>-<^-fer»>%fe»>'fer»>-fe»,-fe^'fe#^^fe»>^ 



THE RETAIL 



FLORIST, 



m^(^^.<0%s^m^^^^^^'^^7^^^^^^^'ii(9i-Vc9iHi^^ 



I 



WAX AND WIFE. 



The name of Wax is well and widely 

 known as connected with retail trade 

 circles in Boston, but this is thought to 

 be the first time a Wax portrait has 

 appeared in print. Martin Wax has 

 been camera shy and it probably is due 

 to the new Mrs. Wax that The Eeview 

 has the present opportunity of repro- 

 ducing their portraits, made on board 

 the S. S. Kaiser Wilhelm 11 while on 

 their way home from their honeymoon 

 in Europe. 



AN ACTOR'S LAUBELS. 



The accompanying illustration is of 

 a wreath made by the Hollywood Gar- 

 dens for a rather unique celebration. 

 It was presented to the actor, William 

 Faversham, playing at the Moore the- 

 ater, Seattle, by the members of his 

 company on the occasion of the anni- 

 versary of his appearance as Mark An- 

 tony in Shakespeare's play of "Julius 

 Caesar."' It bore the following inscrip- 

 tion: "1912 — October 7— 1913. On the 

 occasion of the first anniversary of his 

 appearance as Mark Antony, with the 

 hearty good wishes of co-workers and 

 grateful appreciation of uniform kind- 

 ness, courtesy and good fellowship." 

 The Koman wreath surrounding the 

 actor's portrait is made of magnolia 

 leaves, maple foliage being used as 

 decoration. The whole piece was artis- 

 tically done and was most attractive 

 in the window of the Hollywood Gar- 

 dens, where it was shown. 



Vax and Vifc. 



HALLOWE'EN IS COMING. 



The Florist Should Profit Thereby. 



It is not long now until October 31, 

 when goblins, witches and small boys 

 gather in the evening to torment human 

 beings. Already clubs and societies are 

 planning dances and socials, and young 

 folks and old are preparing for parties, 

 at which they will bring back for a 

 night the good, old, frolicking times of 

 the harvest season on the farm. When 

 other people are having good times, the 

 florist, also, should get some pleasure — 

 and profit — from this season. He 

 should reap from this festive evening 

 something besides stolen flowers, broken 

 glass and shattered nerves. The time 

 to prepare for this is now. The florist 

 should bring to the attention of the 

 public the fact that he is the one to 

 supply the decorations, etc., for this 

 occasion. 



The easiest, simplest and most effect- 

 ive way to bring this about is through 

 the medium of a well decorated window. 

 A great many florists found out this 

 summer what an important asset in 

 their business the window decoration is, 

 when they began to try out the sug- 

 gestions given them on this subject in 

 the two articles in The Review. Num- 

 bers found that for initial cost the re- 

 turns from this form of advertising 

 were probably larger than those from 

 any other form the average retailer 

 could use. 



Hallowe'en Suggests Features. 



Now we have another chance to try 

 out this scheme and the occasion gives 

 many suggestions for the decoration to 

 be used. First of all, the season of the 

 year is autumn and harvest time, and 

 the brilliant colors of nature can be 

 reproduced in the background of a flo- 

 rist 's window with ease and at slight 

 cost to him. There are always plenty 

 of places to get boughs of autumn foli- 

 age, cornstalks are obtained compara- 

 tively easily and other bits of nature's 

 work can be picked up by one florist or 

 another. In this day of prepared foli- 

 ages and of skillful imitations of na- 

 ture 's handiwork, a florist can supply 

 from his stock the materials for an ap- 

 propriate background. Of course, every 

 florist strives for something new, some- 

 thing unique, and from the mere sugges- 

 tion each will undoubtedly hit upon 

 something novel that he can develop 

 from his peculiar resources. 



The background can be beautiful in 

 itself, but the striking quality — the 

 "punch," as the advertising man calls 

 it — rests in the center figure or idea 

 presented. Here is where the big pos- 

 sibilities of the Hallowe'en season come 

 in. Witches, goblins, scarecrows with 

 pumpkin heads, and all the long list of 

 grotesque figures that can be quickly 

 and easily constructed, yet need not be 

 exquisite works of art to draw people's 



attention, are available for a window 

 display of this season of the year. 



Motion Features Easy. 



The eternal drawing card, motion, can 

 be easily worked into the decoration for 

 this season. Its value every window- 

 decorating florist has long ago found to 

 be inestimable in comparison with 

 scenes from still life. For a first-rate 

 window — in fact, lor several first-rate 

 windows, the only device needed to pro- 

 duce motion is the motor that runs the 

 electric fan in hot weather. Of course, 

 this must be put on the lowest speed 

 possible for this work. i^ 



For one window display a tent of 

 cornstalks with a dim interior and a 

 witch at the entrance in the act of stir- 

 ring a pot, contents unknown and out 

 of sight, is not a difficult undertaking. 

 The witch may be substituted with a 

 scarecrow, if desired. In either case 

 the shape of the body need not call for 



Anniversary "Wreaih for an Actor. 



any particular pains, for a witch is an 

 unholy thing and a scarecrow an un- 

 sightly thing. For a head a small pump- 

 kin may be used if that is preferred. 

 But in that choice do not use a large, 

 unwieldy pumpkin that bears no more 

 resemblance to a head than it does to 

 a barrel, but select a small one that is 

 the size of a large man's head and you 

 will improve the looks of your figure 

 many times. Use some care in the 

 carving of features, too; a series of 

 three-cornered holes bears but a slight 

 resemblance to a human face, and it 

 takes the vivid imagination of a small 

 boy to discover that. A wonderful 

 likeness, however, may be obtained if 

 one uses time and care. 



A Touch of ti|e Supernatural. 



The rod which ffie figure uses to stir 

 the mysterious contents of the pot is, 

 of course, not moved by the ^rm of the 

 figure, but it, instead, moves the arm. 

 The small electric motor, on its lowest 



