18 



The Florists' Review 



Mav 14, 1914. 



coHHtituents of good advertising — to 

 watch alertly for special occasions and 

 special opportunities, and to derive the 

 greatest possible advantage from them 

 by means of special stock and special 

 advertising. 



As to the best method of advertising, 

 that question must be settled by each 

 florist in conformity with his locatiorf 

 and environment. A well arranged 

 window display is a good form of ad- 

 vertisement, varying in its effectiveness 

 according to the number and character 



of the passers-by, and the arrangement 

 of a Memorial day window is a com- 

 paratively easy task, since the accouter- 

 ments of war and the emblems of pa- 

 triotism are easily available and make 

 good settings for flowers. 



But he is an exceptionally fortunate 

 florist who can build up a large business 

 without any other means of publicity 

 than his front window. Other methods 

 of advertising must be used and in a 

 large majority of cases the daily news- 

 paper is the best and cheapest medium. 



though in certain circumstances the 

 mailing of cards or circulars may be a 

 good substitute. 



However, as already intimated, thia 

 is not intended principally as a discus- 

 sion of methods of action, but rather 

 as a reminder of the necessity of in- 

 stant action of some sort, if the full 

 possibilities of Memorial day are to be 

 attained. So we finish, as we began, 

 with the well-meant and not officious 

 exhortation: Do something, and do it 

 now. • 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE AB* DOLNG 



TAUSENDSCHON IN DECORATION. 



Working straight through the night 

 of May 8, the decorators of the E. Wien- 

 hoeber Co. put up at 1516 Lake Shore 

 drive what is said to have been the 

 largest decoration in the history of the 

 Wienhoeber' business and what is be- 

 lieved to have been the finest floral dis- 

 play ever seen in Chicago. The event 

 that called for this eff'ort was the wed- 

 ding of one of the daughters of Edward 

 T. Blair and Mrs. Blair. The ceremony 

 was performed in the Fourth Presby- 

 terian church, the day before the dedi- 

 cation of that ornate new edifice, and 

 the decorations there were, simple, the 

 eff'ort being centered on the work at 

 the home, where the reception was held 

 ajid'the wedding breakfast served. 



The Blair residence is one of the new- 

 est of the millionaires' homes on the 

 ■^ drive and called for different treatment 

 tkiAn that ordinarily employed in house 

 decorations. When called on for sug- 

 gestions Ernst Wienhoeber proposed the 

 use of the Tausendschon rose and his 

 idea was accepted. Frank Oechslin 

 flowere<l 125 large plants specially for 

 this order. Nothing else was used on 

 the main floor except a few vases of 

 purple Spanish iris, where a touch of 

 deep color was needed, and one large 

 basket of Killarney Queen. There are 

 only three rooms on the floor decorated, 

 a large library, in which the couple re- 

 ceived, a living room, in which the 

 bride's table, seating thirty, was set, 

 and the dining room, in which twenty- 

 four small. tables were spread. All rugs 

 and furniture were removed because of 

 the large nimiber of invitations issued 

 and the decoration was confined to the 

 twelve large windows, two mantels and 

 the tables, with a bank of palms to 

 screen the orchestra. The use of nails 

 or tacks being tabooed, the rose decora- 

 tion called for the use of thirty-six wire 

 frames, three for each window, and 

 others for the mantels. The frames to 

 go over the windows were made with 

 loops that extended over the top of the 

 woodwork, where they could be fastened 

 with screw-eyes. The frames for the 

 sides of the windows were pendent from 

 the cross pieces, merely hooking on. Th* 

 plants were delivered in pots, the 

 growths being cut as used and worked 

 onto the frames so thickly that all wire 

 was completely hidden. Each stem was 

 provided with a vase of water wired to 

 the frame and cunningly hidden. For 

 the mantels the same method was used, 



excejtt that some of the plants could 

 be used in pots, the pots being hidden 

 by a front row of Adiantum Farleyense. 

 The effect was so good as to seem to 

 leave no room for improvement. Tau- 

 sendschon, a rose without a superior in 

 the rambler class, showed its adapta- 

 bility to decorative work. The stock 

 hardly could have been better, being 

 heavily flowered and the beautiful 



received and were displayed on the third 

 floor of the mansion, along with the 

 other presents. 



The work was in charge of William 

 Wienhoeber, but the decorators were 

 Frank Pasternick, J. T. Schouten and 

 John Madden, with several assistants. 



Eleanor Wilson's Wedding Bouquet. 



blooms fully developed, making a mass 

 of color. The bride's ta1:)le had several 

 low mounds of spring flowers and th^e 

 was a thin-necked vase with a few 

 choice blooms on each of the small 

 tables. The bride carried a bouquet of 

 white lilac and valley. Each of her 

 party of eight carried a leghorn hat 

 basket of apple blossoms, and the 

 ushers' boutonnieres also were apple 

 blossoms. Manv gifts of flowers were 



MORE WHITE HOUSE FLOWERS. 



Flowers did not play nearly so large 

 a part in the wedding of Miss Eleanor 

 Wilson and Hon. William Gibbs McAdoo, 

 secrotarv of the treasury, as they did 

 OH the occasion of the marriage of Miss 

 Jessie Wilson to Mr. Francis B. Sayre, 

 in November, when the bouquets and 

 decorations were the subject of a spe- 

 cial illustrated article in The Review. 

 But the flowers used for the event of 

 May 7 were, of course, of the best. The 

 bouquets were furnished by Z. D. Black- 

 istone. The one carried by Miss Wilson 

 was of white orchids and lily of the 

 valley with maidenhair fern, in shower 

 eff'ect, with long streamers of ribbon, to 

 which were attached lilies of the valley 

 and orange blossoms with an occasional 

 white orchid. The bouquet was tied 

 with a huge bow of white satin ribbon 

 and embroidered gauze. Shepherds' 

 crooks were carried by the bridesmaids. 

 These were decorated below the crook 

 with bunches of Mrs. Taft roses and 

 tied with bows of white satin ribbon to 

 which- were attached orange blossoms, 

 and from these bows extended streamers 

 of narrow satin ribbon also decorated 

 with orange blossoms. The flower girls 

 carried hats filled with Japanese double 

 flowering crabapple blossoms, Spencer- 

 type sweet peas and Farleyense, with 

 bows of white satin ribbon. 



The decorations within the White 

 House were quite extensive and each of 

 the rooms of the state apartments was 

 decorated in harmony with the perma- 

 nent decorations. In the Blue room, 

 where the ceremony took jjlace, were 

 Easter lilies and groups of palms and 

 ferns. The south bay window contained 

 the priedieu on a raised semicircular 

 platform. This was banked with palms, 

 graduating at the ends towards the floor. 

 Tn the foreground were ferns, while tall 

 blue vases filled with lilies flanked the 

 chancel. A spray of lilies was fastened 

 at one side of the priedieu witlT^white 

 .satin ribbon and there were clusters of 

 these on the mantelpiece. Lilies also 

 were used in large quantities in the 

 East room, the four mantelpieces therein 

 carrving large vases. On the colonial- 



