•■'• •V7T',. 



NOVBMBEfi 4, 1915. 



The FUxW Review 



15 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



PLAIN OE FANCY. ' 



Now Is the Time to Decide. 



Thanksgiving is one of the days that 

 give the florist his best chance to use 

 his daily papers — it is a day on which 

 a few flowers might well be purchased 

 by everyone well enough to do to have 

 a holiday dinner-; certainly by every- 

 one who has guests to dinner. 



Now is the time to get ready. Don 't 

 put it off. Plan the advertising now, 

 but first plan something to advertise. 

 No use advertising ' ' Flowers for Sale. ' ' 

 Give your readers a definite idea. 



You can run a plain or fancy ad, as 

 you elect, but the idea in the ad is more 

 important. .For instance, of the two 

 advertisements reproduced herewith, the 

 less elaborate got its message across 

 just as surely as the fancy one. (Each 

 is reproduced one-fourth its original 

 size.) Here are the words of Johnston 

 Bros., Providence: 



"We are enclosing sample of one of 

 the advertisements that we used last 

 Thanksgiving, from which we got good 

 results. Wo thought that it might help 

 some of the other florists in pushing the 

 business for Thanksgiving. We also 



Thanksgiving 

 Flowers 



Table Baskets 



from $1.00 to SIO.OO 



Muij NOTCI ArruicemeDU (or T«bl* 

 OecormtloDi. 



Chrysanthemums 



10 all tbolr ioii*d slMo ood colors. 



CORSAGES— orttiK^ U.J Artiiiio 

 Roset Violets OrcMds 

 UUt at tha ValUy and CamaHons 



^Johnston Brothers 



38 Dorranca Strtet 



Simple, But it PuUed. 



found that by pushing baskets W6 

 doubly increased our sales in that line 

 alone and got rid of quite a few." 



Plan something now. Push baskets 

 of flowers, if you so elect, but in any 

 case do something besides keeping the 

 store open to increase your sales. 



MB. BATTLE'S LATEST. 



The Art Vase Shop. 



Last April the Art Vase Shop was 

 opened in Philadelphia by H. H. Bat- 

 tles. The enterprise is unique, for no- 

 where in the country is there a shop 

 like it. Mr. Battles owns and operates 

 three shops on Twelfth street, below 

 Chestnut street — his own flower shop, 

 where the finest flowers are offered and 

 appropriately arranged; the Century 

 Flower Shop, where the stock is chosen 

 with -the aim of offering good value and 

 where everything displayed is priced; 

 the Art Vase Shop. 



The handsome show window of the 

 Art Vase Shop usually contains one or 



two styles of vases or distinct makes 

 of pottery, selected with thought as to 

 their size, form, color and general ef- 

 fect. In its way, this window is more 

 striking than a well arranged florists' 

 window because of the unusual opportu- 

 nity it affords for attracting the atten- 

 tion of those passing on the street. The 

 interior of the Art Vase Shop is large 

 and commodious; the ceilings are high, 

 the light unusually good, and every 

 natural advantage has been utilized. 

 The first glance over the store is sug- 

 gestive of beauty and brightness, a 

 kaleidoscope of soft color carefully pre- 

 pared to feast the eye. Closer inspec- 

 tion reveals a wonderful selection of 

 artistic treasures. Vases, every one of 

 them. Vases from the Orient, vases 

 from sunny Italy, vases from England, 

 from France and from Germany — vases 

 from all parts of our own great coun- 

 try. No effort has been spared, no time 

 grudged and no money stinted in gath- 

 ering these vases. You feel instinctively 

 that the work of a master hand is here 

 before you. For could any ordinary, 

 everyday mind imagine the possibili- 

 ties of vasest Could any ordinary, 

 everyday energy have gathered this col- 

 lection? 



Vases Like Pictures. 



But what are the possibilities in 

 vasest Perhaps some idea of them may 

 be gleaned from the progress already 

 made. A beautiful floral gift is selected 

 for a debutante's tea, a gift expressive 

 of simplicity and beauty in flowers. 

 This floral offering is as incomplete 

 without a suitable vase as a picture 

 without a frame. The simile of the 

 picture without a frame applies exactly 

 to such a floral gift. The flowers may 

 be lost without a vase of daintiness, 

 form and color to set them off. Then, 

 too, the vase is valued for its own 

 sake and for its memories long after 

 ■ the occasion. 



The study of vases is as complex and 

 as full of refinement and taste as the 

 study of pictures. The variety is as 

 great. It seems, as the eye wanders 

 over the shop, as though the old adage 

 of as many minds as men might have 

 here read as many vases. For original- 

 ity is the aim of the Art Vase Shop. 

 It is not desired to have twelve of a 

 kind, or six vases alike, but rather that 

 each gift, each purchase should be as 

 original as possible. Suppose, for in- 

 stance, that the iridescent glass vase 

 now so popular happens to occur to sev- 

 eral persons for the same teas. They 

 all go to the Art Vase Shop to select 

 their gift, and are all pleased, each and 

 every one of them, that their owfi par- 

 ticular selection displays originality, 

 instead of being so much like someone 

 else's that no one could possibly tell 

 them apart. 



The arrangement of the Art Vase 

 Shop is extremely interesting. Certain 

 potteries are here and are given places 

 to themselves. Harmony and form, 

 contrast in color and their opposites ap- 



pear with sufficient frequency to rivet 

 attention. Occasionally a plant or 

 flower shows the purpose of the vase 

 and varies the effect. The center of 

 the shop is occupied by a tall glass 

 vase filled with snapdragons. This vase 

 is set in a glass, water-filled bowl, so 

 broad and low as to resemble a minia- 

 ture lake, with a few sprays of foliate 

 and flowers floating on its surface. It 

 is interesting to know that these minia- 

 ture lakes furnish sufficient moisture to 

 the air to prolong the life of the flowers 

 in the water-filled vase above. 



Objects of Virtu. 



Last summer a mezzanine floor was 

 added to the Art Vase Shop. This floor 

 contains many interesting objects, in- 

 cluding a collection of Indian vases 

 and another from a far western pot- 

 tery. The effect from the top of the 

 stairway looking down on the shop, be- 

 low is even more striking than the one 

 from the doorway. 



Many vases are selected expressly 



n 



!> 



At this season the chrysuthemttm hit at- 

 tained its fullest state of culture. This deTel- 

 opment requires nearly one year's time and the 

 most constant and careful attention. This season 

 we are featuring the Major Bonniion (crisp, 

 lustrous, bright yellow). Our display also includes 

 all of the desirable varieties from the smallest 

 pompons to the mammoth product of modem 

 horticulture. 



These Blooms Range m Pncc 



From S2.00 to S4<oo per Dozen 



Far those who irr prrT«m«d from bcisg at the fimilf feiu 

 lh«ir II the tb««cht(ul teotimcnl cxpma«d hj flowers lele- 

 grjphed lhrOB(h the PeBD System »ai delieered Thaaltsf:TiB| 

 - mjlln li Ike liuer UUt be lhotua>4s o( miles 



A Characteristic Penn Display. 



for their color, color that is either beau- 

 tiful in itself or beautiful in its perfect 

 harmony with some flower. Its fitness 

 for this particular flower also depends 

 on form and depth. The possibilities of 

 decorative art in pottery may be faint- 

 ly imagined from a comparison of the 

 work on different vases of the same 

 style. One was so perfect in its deli- 

 cate tracery, not a single line blurred or 



