May 28, 1914. 



The Florists^ Review 



13 



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"HERE COMES THE BRIDE" 



When a woman weds it is the most momentous event of her life; neither she 

 nor her family will overlook any shortcoming in the wedding flowers. 



|UNE, the month of brides, is 

 the most iinport.'int on tlic 

 calendar for any florist who 

 makes a pretense of cater- 

 ing to the best trade in his 

 town. The reason lies not 

 so much in the extra quan- 

 tity of high class work as in the un- 

 equaled opportunity to make or mar 

 his jirofessional rejiutation. 



A big wedding is an a<lvertisiiig oji- 

 portnnity par excellence. 



Work that Is Watched. 



Barely does any florist handle an 

 der for flowers that receive tlie i-riti 

 attention that is given to every w 

 ding outfit. Not only do the flow 

 count for a great deal 

 for or against the florist 

 with the bride and her 

 family, but the number 

 of guests usually is 

 larg<> !ind everything 

 conn(>cted witli the wed- 

 ding gets critical insj)ec- 

 tion. The flowers are 

 more discusse<l and long- 

 er remembereil than is 

 the case with any other 

 work of the florist. 



It is au obi saying 

 that "a carpenter is 

 known by his chips," 

 which is almost the 

 same as saying that a 

 florist is known by the 

 wovk he turns out for 

 weifldings. Let it be good 

 wcirk. 



"Penny Wise." 



Nut many men can do 

 gocjd work without gooil 

 materials, atid no man 

 '•an be sure of his wed- 

 ding decorations a n d 

 bouquets unless he uses 

 first-class flowers. Never 

 is it so well as in June 

 to sacrifice a dollar or 

 two of immediate profit 

 as an insurance against 

 the loss of much trade 

 and many fat checks 

 should a wedding job go 

 wrong through the use 

 of inferior stock. Buy 

 dependable flowers, even 

 if they cost a little 

 more. 



Kciiiciiiber that each 

 wedding in(>ans a new 

 home — a uvw customer. 

 The florist who has the 

 weiiding order has the 

 inside track: He can 



or- 

 cal 

 ed- 

 ers 



ceincrit tli(> bride's family to himself, 

 aucl can gain the new family as his cus- 

 Tomer, or he can lose .them both, ir- 

 rctricv ablv. If e\er it is ''better to 



be safe than sorr\ 



lioUl'IS. 



it is with we<lding 



Making a Reputation. 



Once gi't a reputation in the matter 

 <if wedding flowers and tlu; work will 

 come, including orders from many of 

 those who have patronized other flo- 

 rists on less important occasions. 



To gain a reputation for one's wed 

 ding work something more is needed 

 than good sttx k and the will to please. 

 The florist should have a complete 

 (Mpiipment of the up to-date acces- 

 sories — and he should 

 keep them in perfect 

 condition. When not in 

 use they should be care- 

 fully protected from 

 deterioration. A dirty, 

 dusty i<ne(ding stool is 

 neither an asset nor an 

 adN'crtisemeiit. 



Accessories. 



The florist who has 

 equipped himself to talii; 

 cai'e of anything that 

 corucs along in thi' way 

 of wedding work has ;i 

 yrc-it aihantage over 

 the man who tackles the 

 o i- ij c r s catch as-catch- 

 can. There must be, first 

 id' all. baskets for the 

 iiridal jiarty. These are 

 otVered in such infinite 

 \ariety, including novel- 

 ty shapes and materials, 

 tliat hardly any florists 

 ran afford to cairy more 

 than the staple styles. 

 It is possible, however, 

 to get the novelty bas- 

 kets quickly, if need be, 

 from the supply houses. 

 Then there are bouquet 

 holders and s c a r f s. 

 These all progressi\e re- 

 tail(>rs can i-arry in 

 st<M:k. as the\' can be 

 used for other work 

 than weddings. A nov- 

 elty outfit in this line 

 consists of staffs for the 

 entire wedding party, 

 the flowers to be at- 

 tached to the upper part 

 of each staff as is shown 

 iti the shepherd's crook 

 illustration in this issue. 

 These stafl" outfits coin- 

 cide with '^the {iresent 



