HOW THE "ANKLET" 

 BOUQUET MAKES GOOD 



The latest creation in cut flower arrangr nients is the so-called anklet 

 houquct, conceived either hy a souhrette or a florist who was trying to do 

 soniethincf "different.'' Wliiie jiosscssing, perhaps, certain attractions for 

 persons with overweenine/ desire for the conspicuous, the only real use for 

 the idea lies in its advertising possihHifi< s. 



HOUGH itself no glittoriiiff 

 success, the tale of the 

 taiifjo bouquet never will 

 be told of its unref;oncrate 

 profTony, the anklot, iiick- 

 iianied from bracolot. The 

 reason is that while a flo- 

 rist nii<:ht with perfect 

 jnopriety leconinioiKl to 

 \\\<- most <liscriniinatiiiy 

 iistoitiers the trial of one of the vari- 

 'iis I'oiins of shonliler or arm bouquet. 

 hi' wouhl be a most rash, thoutjhtless 

 ;iii(i uiideserviujj retailer wiio wouhl 

 .■\cn suggest that a lady tie flowers on 

 liiT leg — no matter how near the shoel 

 The ;uiklet l)ouquet is a freak; it 

 ui.'ikes a dandy ad, under certain oir 

 •uiiistances, but that is as far as it 

 goes. Jt will make jieople talk, but it 

 ni'M'V ran be sold, except, ]terh;q*s, now 

 :"iid then for stage nse. 



How It Happened. 



The genesis of the anklet boucpiet is 

 I'erfectly simple. AVlien the new close- 

 position dances came 

 in they proved de- 

 structive of the flow- 

 ers that formerly 

 were sold in such 

 large quantities, 

 made up in bouquets 

 for the corsage. Not 

 only were the flowers 

 crushed, but the cos- 

 tumes were soiled. 

 An up-to-date florist, 

 who did not inteml 

 to sit passive and 

 watch a passing fad 

 cut a slice off his 

 profits, got busy and 

 devised a way of off- 

 setting his losses. The 

 result was the so- 

 '■alled tango bouquet, 

 much advertised ami. 

 for a time, a hit. As 

 most florists know, 

 'he tango bouquet 

 was worn over the 

 shoulder, around the 

 nock, or on the arm, 

 find therefore was not 

 subject to the hard 

 knocks the corsage 

 bouquet received. Af- 

 ter The Keview illus- 

 trated some of these 

 bouquets in one of its 

 leading articles, hun- 

 dreds of florists tried 

 ^I'oni and Inst st\-isoii 

 nianv were sol.] In 



place of corsage bouquets, but it is 

 jirobable that the demand for them 

 today is comparatively i)isignificant. 



Making Talk. 



In the attem[)t to elaborate the tango 

 bouquet m;iny fnak ideas were de- 

 \<doped — some of them good for adver- 

 tising purposes, but all of them short- 

 lived. Jt was inevitable that someone 

 siiould conceive the notion of -^lecorat- 

 ing the dancers' feet. Of course, as a 

 !io\elt\' the anklet boufpiet is interest- 

 ing, but it is quite plain that it never 

 will have any real possibilities so far as 

 sales aie concerned. The burlesque or 

 musical-comedy queen may adorn her 

 ;inkle with llowei's to furnish material 

 for her press agent, and the anklet 

 bouquet occasionally niiiy be reported 

 as seen at the barbers' ball, but it sel- 

 <loni if e\er will l)e in evidence at the 

 tango tea or debutantes' cotillion. 



There is a way. Jiowever, in whi(di 

 the anklet bouquet can be turned to 

 good account — in advertising. I'npala 



Style Show Week W«ndow with Anklet Bouquet on Living Model 



table as the fact may be, the truth is 

 that the commendable commonplaces 

 seldom cause comment — it is the unu- 

 sual, the odd, the fantastic, the bizarre 

 that sets the tongues a wagging. That 

 is the use of the anklet bouquet. One 

 wouldn't offer it as the example by 

 which his taste or discrimination was 

 to be judged, but for a show window 

 demonstration during the county fair 

 or in fashion week it would be the 

 means of pulling the crowd away from 

 the drug store window with its woman 

 ■ •ombiug her wonderful hair amid bot- 

 tles of the elixir; it even would win 

 the walkers from the grocer's sidewalk 

 kiosk where the well-known colored 

 gentlcMnan in cook's attire hands out 

 samples of corn flakes — and as for 

 .•reating talk, these others would not be 

 (ine, two. three. 



In the Window. 



It was in such a nianner th;i1 C W. 

 ('rum employed the anklet boucpiet at 

 llii> Dcs Moines store of V. T>. Craw- 

 ford and to say he 

 made a hit is quitting 

 it mildly. He em- 

 ]iloye<l a. model to 

 ])Ose in the window 

 and supplied her pho- 

 tograph, with her 

 (lowers, to the local 

 papers. He got col- 

 u m n s of publicity 

 anil made his style 

 show window the talk 

 of the town. Every- 

 body came to see the 

 l;idy with flowers on 

 her ankle. 



Of course Mr. ('rum 

 did not make the mis- 

 take of showing noth- 

 ing more salable than 

 the anklet bou(|uet. 

 There were m a n y 

 conservative, recom- 

 mendable things 

 there to cafidi the 

 eye of the spectator. 

 ( 'oisage bouquets, 

 brides' b o u i] u e t s, 

 ferns, bask(ds. cut 

 tiowers— all that the 

 window could artis- 

 tically contain was 

 on d i s p 1 :i y, ami if 

 "Once a customer, 

 always a c\istotner'' 

 is the motto at the 

 Crawford store, the 

 sales ri>cord at the 

 (MkI of the v e a r 



