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12 



The Florists^ Review 



NOVBMBEB 26, 1914, 



publications, lost advertising. But Sep- 

 tember made it up and October broke 

 all records for the month. Broke rec- 

 ords, mind you, in* a month that showed 

 a shrinkage for almost |very trade 

 paper in America. It would never have 

 been possible had not conditions in the 

 trade been better than they were in 

 most other lines.. 



There, have been scarcely any fail- 

 ures among florists this fall, where the * 

 apparel trades have had a holocaust 

 and where other lines have suffered 

 keenly. It should teach the world to 

 appreciate the substantial character of 

 those engaged in the business of pur- 

 veying to the needs of the better side 

 of the people. And it should make 

 florists thankful they are florists, for 

 it seems assured that the future of the 

 business is secure. 



STOBINO DAHLIAS IN WINTER 



Please inform me how to keep dahlia 

 bulbs during the winter. I have sev- 

 eral hundred stored under a bench in 

 the boiler room. The bulbs have been 

 there t#o weeks and I noticed, that 

 most of them are shriveling somewhat. 

 Does this harm the bulbs? Would they 

 keep better if placed in barrels or boxes 

 and covered with soil? I have no room 

 for them in my cellar. When is the 

 best time to divide the bulbs, and how 

 is this done? Mv location is central 

 Alabama. " H. G. C. 



You must move your dahlias at once, 

 or tiicy will ije fompletely ruined. When 

 the tubers begin to shrivel, it is the 

 beginning of the end. Dahlias need a 

 cool, dry cellar, where no furnace heat 



is ever used; one which will keep po- 

 tatoes will answer;, admirably for 

 dahlias. Try to find room in your cel- 

 lar for them. If you have no shelves 

 to lay them on, try the plan of wrap- 

 ping the tubers in sheets of news- 

 papers and packing them in barrels. 

 These barrels can be stood on top of 

 one another and will not take up much 

 room. 



The tubers can . be divided ^ny time 

 after the l^st of March. If you sell 

 dormant roots, a month later will be 

 sufficiently early in your climate. Leave 

 one portion of tuber and an eye to 

 each set. This is easily done by using 

 a strong, sharp knife. If started plants 

 are wanted, place the tubers in the 

 greenhouse a month before you need 

 them. _ C. W. 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



NEW WINDOWS FEOM OLD. 



A suggestion for window decorators 

 who are on the lookout for something a 

 little different from the usual run of 

 window displays may be obtained from 

 the one by James G. Crozer, of Cedar 

 Rapids, la., which is reproduced on this 

 page. Mr. Crozer places a high esti- 

 mate on the advertising value of win- 

 dow decorations, and not without good 

 reason, for, he reports, a display com- 

 posed of a violet bed, made up of the 

 bunches, with a card reading, "We 

 pick them while you wait, ' ' was the 

 means of his selling 500 bunches in one 

 day in a town of 40,000. 



For this reason Mr. Crozer goes to 

 some pains in the decorating of his 

 window. He has increased the possibili- 

 ties of variation by the simple expe- 

 dient of buying "build-ups" from the 

 window dressers of the department 

 stores. After they have been used in 

 the department stores he gets them for 

 little money and adapts them for his 

 uses. In order to secure further vari- 

 ation from the ordinary florist's dis- 

 play, the figure in the window shown 

 herewith was obtained from one of the 

 dry goods merchants of the town in 

 return for the privilege of displaying 

 his card in the window stating that the 

 draping was done by the dry goods con- 

 cern. In this case the figure was draped 

 in yellow. On the stand beside it was 

 a vase of Russell roses, below a few 

 orchids, and on the floor two or three 

 bunches of violets. For a background 

 a few vases of chrysanthemums of the 

 largest size were used. "I did not try 

 to get a showing of every flower that 

 we had in stock," says Mr. Crozer, 

 "but rather kept away from placing 

 too much in the window. I believe that 

 as a rule florists make a mistake by 

 trying to get too much of a variety of 

 stock in their displays." 



Not only was the window a drawing 

 card in itself, but, in addition, the local 

 papers, without solicitation, took occa- 

 sion to make mention of the display, to 

 the extent of what would have been 

 about $10 worth of space, says Mr. 



Crozer, had he gone to the expense of 

 purchasing it. 



WHAT THE OBOOM PBOVIDES. 



Will you kindly advise us what 

 flowers the groom provides for a wed- 

 ding? Does he always furnish the 

 bridesmaids' flowers? We want to 

 know just the proper thing in the mat- 

 ter of furnishing flowers for a wedding 

 — what the groom furnishes and what 

 is provided by the bride or her family. 



S. F. C. 



It is the experience of the florists 

 who cater to the "400" and others of 

 the class which adheres most strictly to 

 the social conventions that the bride- 

 groom furnishes only the flowers for 

 the bride; that is, the bride's bouquet. 

 The bride's parents provide the church 

 or home decorations and the flowers for 

 the bridesmaids and maid of honor, al- 

 though the bouquet for the maid of 



honor is sometimes provided by the 

 bride herself. There are instances in 

 which the groom has provided the 

 flowers for the bridesmaids, but this is 

 the exception rather than the rule. 

 Social conventions, like most arbitrary 

 rules, are as easily broken as observed, 

 according to the exigencies of the case, 

 but for the wedding which is conducted 

 * ' according to Hoyle, ' ' the bridegroom 

 purchases only his bride's bouquet. 



TO CABBY THE CBOOK. 



A subscriber asks for an illustration 

 of the- correct way for a bridesmaid to 

 carry a shepherd's crook. But, unfor- 

 tunately, none such is available. If 

 some other reader can supply the pic- 

 ture The Review will do the rest. 



By the way, what is the correct way 

 to carry a shepherd's crook? Many a 

 retailer no doubt has been asked the 

 question, and the answers have been 

 various. One retailer was noted, one 

 day, bringing a staff basket from the 



How James G. Cforer, Cedar Rapids, Uses Department Store Window Fittings. 



