12 



The Florists^ Review 



Febbuaby 18, 1916. 



Interior of the Store of Pierce & Co., Showing Conservatory at the Rear. 



fresh things, stylish, i. e., artistic 

 things. That is why the ohl gown gives 

 way to the new, last year's green hat 

 to this year's style, the Bride rose to 

 White Killarney, and the old store to 

 the stylish, up-to-date one. 



Some Song. 



But to drive home the argument, we 

 always have to come back to that joy- 

 ful, jumpy jingle, the " Cash-Kegister 

 Eag. " If you can teach that in one 

 lesson, you've got the goods. The way 

 to show the reason why is to show 

 the financial results. To find out these, 

 just ask the man who has opened up a 

 redecorated, improved, or new store, 

 what were his receipts for the year 

 before and the year after. Without 

 exception, it will be found that the 

 latter are the larger. 



The old patrons feel that they are 

 growing with the business when they 

 learn that a new store is to be built, 

 remodeled from the old or another one, 

 or opened in the new building across 

 the street; and their accounts usually 

 increase a little. Others, not regular 

 customers, come into the new place to 

 look around. And for a score of other 

 reasons, other persons add a sale and 

 perhaps their patronage to the new es- 

 tablishment, all to the increase of the 

 business and the profit of the proprie- 

 tor. 



Don't Fail to Read This. 



Do not for an instant think that the 

 foregoing has been written to convince 

 the readers of The Review of the ne- 

 cessity of opening up a new store im- 

 mediately; far from it. The writer has 

 no relatives in the masons' or carpen- 

 ters' unions, nor any other reasons for 

 boosting the building business. The 

 point we wish to make is, that looks 

 count. Good looks count greatly to 

 your advantage, whether they are per- 

 sonal or architectural, and their ab- 

 sence is to your disadvantage. The 

 shortest way to point out this obvious 

 truth, as well as the simplest, is to 

 show the gain in business that comes 

 to a new store and why it comes. 



Now, these same results follow, in 

 comparative measure, any improvement 



in your store or service. So don 't mis- 

 understand us, and think you must 

 build a new store. Not at all. But 

 by all means put in that show win- 

 dow, conservatory, new lighting sys- 

 tem, or whatever it was, that came to 

 your mind. 



If nothing came to your mind, then 

 look around. That's what we are driv- 

 ing at. Look around, and perhaps you 

 will see something lacking, some pos- 

 sibility of improvement, or needed ad- 

 dition that will stir up trade for you. 



Just for Illustration. 



Just for illustration was an unfortu- 

 nate heading to put over the descrip- 

 tion of the new store of Pierce & Co., 

 Baltimore, for, apart from this sub- 

 ject, their House of Flowers deserves 

 full mention on its merits. 



E. W, Pierce started business at 50'* 

 Charles street in October, 1910, an- 

 rapidly increased it, until he, wit! 

 others, incorporated Pierce & Co, ; 

 short while ago, and had built the stor 

 at the corner of Charles and Hamil- 

 ton streets that is now known^ as thi 

 House of Flowers, 



The store itself is 25x88, with a con- 

 servatory 25x50 in the rear. The sec 

 ond floor of the building is given ovei' 

 to what is known as the Flower Store 

 Studio. This will later lead out to j* 

 roof garden on the section just in front 

 of the conservatory. The three large 

 windows, of much value for display 

 purposes, must be mentioned. Most o1' 

 the other features of the establishment 

 speak for themselves through the three 

 illustrations given herewith. Perhaps 

 the object in the center of the picture 

 of the conservatory does not explain 

 itself as fully as words might. This 

 is a hollow tree trunk, of more than 

 ordinary size and of concrete, which 

 serves as a fish pond. The stubs of 

 the branches hold potted ferns. 



So good a store, on so good a loca- 

 tion, on the way from a high-class resi- 

 dential district to a stylish shopping 

 street, cannot fail to draw within its 

 doors an increasing number of patrons. 

 Why, you have learned in the body of 

 this article, if you read it. 



THE PREVENTION OF WASTE, 



Using the Odds and Ends. 



The old adage, ' ' Economy is wealth, ' ' 

 is just as potent as it ever was and is 

 of vast importance in every phase of 

 the florists' business. The profits on 

 plants and cut flowers are large enough 

 proportionately to allow for the in- 

 evitable losses. Therefore, if the losses 

 are minimized by careful planning and 

 by the iitilizing of odds and ends to 

 good advantage, the profits can be in- 

 creased fifty per cent or more on the' 

 actual net proceeds. 



This age of opulence has made em- 

 ployees careless about utilizing the little- 

 things and turning them into cash. All 



Interior of the Conservatory of Pierce & Co., tfie "House of Flowers" 



