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The Florists^ Review 



13 



Original Decoration in the Store of the Art Floral Co., San Francisco, Put in for S. A. F. Convention Week. 



for tho materials iisod in funeral work, 



("harjje for your time and your skill; 



idiarfje for service and ^ive yood 

 serviee. 



tliiny in leadiness 

 'riiaiilvs"ivin<'. 



for the start at 



FOR "NATIONAL FLORISTS." 



Colored advertising posters will he 

 one of the features of the advertisinji 

 c'ami)aigii which the National I'ioral 

 (Corporation, of New York, proposes to 

 launch this fall in behalf of its mem- 

 bers, the National Florists. The post- 

 ers are beinjj furnished to eveiv flmist 

 who has purchased the right to l)e 

 known as the National Floi'ist of his 

 community. They are to be attached 

 to the store windows of the florists 

 simultaneously with the appearance of 

 the majrazine advertisiMuents arul other 

 forms of publicity. The purpose of the 

 advertising will be not only to per 

 suade the general public to buy more 

 flowers, but t«) use flowers as gifts to 

 out-of-town friends, and to instruct 

 the buyer how to mail his order and 

 jiayment to the National Florists at the 

 point where the flowers are to be de 

 livcrcd. Tlie trade-mark of the organ 

 ization, National Florist, upon a shield, 

 will be jnominently displayed in all ad- 

 vertising, as that is the keynote of the 

 oanijiaign. in order tliat the ad\ertis- 

 ing may "hook u|>, " the store fronts 

 of the National Floiists will b»> deco 

 rated with the tiade-mark. 



The jiosters ar(> not lari^e, being 

 about two feet l(jng and five in(hes 

 higli. Tliey ari> printed in reil and 

 grt'eii. (HI gla/(>d jiaper. ('.-itrliy 

 phrases ha\e been coined, such as 

 "Saturday Flowers Mal<e Sunday 

 Gladness'" and "Love Insurance: Uuy 

 Flowers." Otheis aniunince the ciir 

 rent flowers on sale: "Chrysanthe- 

 mums Are In Season," "Fresh Violets 

 .lust Keceived" and "American 

 Beauty Day, Extra Long Stems." All 

 posters feature the trade-?nark. and 

 some of them are adorned with colored 

 illustrations of flowers. One poster is 

 embellished by an illustration of the 

 proverbial girl 's head, and another has 

 a bit of country scene. 



The organization expects to have all 

 its advertising distriljuted and every- 



IN HONOR OF THE S. A. F. 



With the S. A. I'", coming to town, 

 most of the first-class flower stores in 

 San Francisco arianged special decor- 

 ations, but none so elaborate as those 

 of the Art Floral Co., of which V. Vin 

 cent Matraia is piesident and .lulius 

 F]ipstein secretary. The front of the 

 stoie blazed at night witli the inscrip- 

 tion, "Welcome S. A. F., " as shown 

 in the accompanying illustration, anil 

 the interior was elaborately trimmed. 

 The decoration was a liuge success, be 

 ing greatly admire<l both by the visitors 

 and by local jieople. The latti<-ework 

 .-iround the store was made and built 

 just fnr this convention. The four pan- 



els had, as can be seen in the illustra- 

 tion, figures of girls carrying boucpiets. 

 The first one reju-esenteil the bride car- 

 rying phahenopsis in a bride's bou(|uet, 

 the rest of the decoration around the 

 ])anel being of white hydrangeas, mak- 

 ing a ]ierfect setting for the l)ride. The 

 second panel showed the bridesmaid, 

 with the bridesmaid's bouipu't of Ophe- 

 lia roses, and around the j)anel roses of 

 the same kind carried out the idea. 

 The senorita, in y(dlow, cariied a bou- 

 (juet of Ward roses, while around the 

 panid wei'e ytdlow (duvsanthenuims, and 

 i-rotons and ccdosia aiound the basii 

 iriade this a most beautiful jdcture. The 

 other was called the corsage girl, car- 

 lying or<diic|s, and around the panel 

 rnliruin lilies com]deted the decora- 

 tion. The figures wer(> painted on 

 hea\\- <-ardb()ard ;inii cut out with a 



Store of the Art Floral Co., San Francisco, During Convention Week. 



