October 16, 191S. 



The Florists' Review 



11 



C. C \7arburton's Decorated Truck in a Battle Creek Parade. 



yellow chrysanthemums. At each cor- 

 ner and at the center of the top were 

 clusters of artificial yellow roses. Two 

 large gold baskets of autumn-tinted 

 hj'drangeas tied with yellow ribbon 

 were fastened on the front fenders. The 

 cross bars holding the head lights were 

 wound with yellow cheesecloth, and to 

 them were tied large bunches of hydran- 

 geas. The entire inside of the car was 

 trimmed with yellow cheesecloth. 



The car was wired for electric lights, 

 of which there were 165 four candle- 

 power lights, and ten large twenty-one 

 candle-power lights at the prominent 

 outside, points and also inside, to throw 

 light on the four occupants, two dressed 

 as court attendants and two children 

 as the bride and groom. Over the door 

 was the name of the decorators in an 

 illuminated sign. When the lights were 

 all on the car made a striking appear- 

 ance. 



ALBEBT STEIN'S FALL OPENING. 



A novel way of bringing florists' 

 wares before the public was employed 

 recently by Albert O. Stein, a San 

 Francisco florist. A three-day autumn 

 opening, something on the order of 

 those of the department stores, but 

 carriQ^<J out in a more lavish way, was 

 the feature. The store was specially 

 decorated, as can be seen in the illus- 

 tration, and the flowers were grouped 

 80 as to make each most effective. 

 Each day Mr, Stein featured a different 

 flower, the first day mums, the second 

 day basket arrangements of roses and 

 the third shower bouquets. Each day, 

 too, a different dinner decoration was 

 displayed and impressed upon the 

 ladies, to whom tea was served in the 

 afternoons. To each visitor was given 

 a corsage of violets. The great value 

 of the plan lay its effectiveness in 

 awakening again the interest of the 

 patrons in flowers and showing to them 

 the present stock and fashions. 



FLOBIST SHOWS THE WAY. 



"Nothing of the kind has ever been 

 attempted here before," was the rea- 

 son given by C. C. Warburton for the 

 praise accorded his decorated truck in 

 the industrial parade at Battle Creek, 

 Mich., which appears in the illustration. 

 All along the line of march the florist 's 

 float drew the attention, comment and 



applause of the spectators. There was 

 some good decorating shown in the pa- 

 rade, but none came near the lavishness 

 and beauty of the florist's handiwork. 



The body and wheels of the truck, 

 which on ordinary days is part of Mr. 

 Warburton 's delivery service, were cov- 

 ered with oak leaves, with white roses 

 in front. The platform in the rear, 6x8 

 feet, was bordered with Sprengeri 

 plants. Next came a row of Beaute 

 Poitevine geraniums and Asparagus 

 plumosus, and palms filled the center. 

 A large hanging basket of Boston ferns 

 hung from the center of the rear plat- 

 form. A 12-inch pot of Sprengeri cov- 

 ered the hood, and two doves held the 

 leading ribbons. Two conspicuous pen- 

 nants acquainted the spectators of the 

 author of the masterpiece. 



BeUeville, HI.— G. W. Grossart has 

 practically rebuilt his houses on East 

 Main street, where he has been in busi- 

 ness since 1887. 



A TBUE STORY. 



K. G. Merrill, advertising manager 

 for James McCrea & Co., Chicago, is 

 sending steam fitters a neatly printed 

 little circular carrying a story that he 

 guarantees to be from life, as follows: 



"Not long ago— perhaps a week or 

 two — I was seated at my desk when 

 an alert young man whose complexion 

 bespoke an outdoor life appeared at the 

 office rail. He was a florist; a pros- 

 perous one. 



" 'Good morning,' I said. 'How are 

 you today?' Such being the conven- 

 tional greeting at our office. 



" 'Fine,' said he (he spoke with a 

 slightly foreign accent — pleasant but 

 not exactly definable). 'I turned on 

 hot water yesterday in my greenhouse 

 and eight leaks have come there! ' 



"His clear blue eyes clouded a mo- 

 ment, then sparkled, 'But then, I sup- 

 pose I am lucky to live so near. I come 

 to you only thirty miles to get some 

 clamps and' fix them very quick, yes? 

 I see lots of florists have your clamps. 

 They are very fine. I see your adver- 

 tisement in the paper* — we all read 

 florists' paper. Could not get along 

 without! ' 



"Then he got down to business. 

 'Now, I want six of the 1-inch, three 

 114-inch and three l^/^-inch. Five- 

 thirty-six? A little high, yes, but much 

 worth the money.' He chuckled deeply 

 — held out his hand. 'Well, good-bye 

 sir; thank you — a catalogue? — thank 

 you — good-bye! ' 



"With that he was off. And I sat 

 for a few moments thinking — thinking 

 something along these lines: 'Why is 

 it, that that honest chap had to come 

 clear to Chicago — thirty miles — for his 

 Emergency Pipe Clamps? Why didn't 

 his local supply man have them in 

 stock, or, if he had them, why didn't 

 the florist know it?' 



"An interesting problem. We shall 

 be more than glad to talk with anyone 

 who feels that some attractive circulars 

 will help him to solve it." 



•The James McCrea & Co. advertising appears 

 exclusively In The Itevjew. 



Albert O. Stein's Store Decorated for the Fall Openiog;. 



