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August 9, 1906. 



ThcWcckly Florists' Review, 



695 



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THE RETAIL 



FLORIST 



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L THE CROSS AND GARLAND. 



The accompanying illustration shows 

 most excellently a large design made re- 

 cently by Mangel, Chicago, for the em- 

 ployees of the ^^^ational Fire-Proofing Co. 

 It was one of those cases where a collec- 

 tion had been taken up and a consider- 

 able sum of money had to be adequately 

 represented in the design. In such in- 

 stances the florist often finds himself in 

 a place where it is diflScult to give satis- 

 faction. To put in the money by means 

 of using expensive flowers, such as 

 orchids, fails of its purpose with people 

 who know nothing of the value of flow- 

 ers. And on the other hand mere size 

 is not what is wanted. 



This cross and garland exactly fills 

 the bill. It is large enough to stand out 

 among the flowers at almost any funeral, 

 and elaborate enough to satisfy the pur- 

 chasers that they have received their 

 money's worth, while in this instance the 

 execution was excellent and there was a 

 satisfactory profit for the store. The 

 frame of the cross was, of course, filled 

 in with moss and made solid with asters 

 wired on picks in the everyday fashion. 

 It was in the construction and attach- 

 ment of the garland that it departed 

 from the ordinary. Many makers-up in 

 work of this character make a garland 

 of smilax or asparagus strings, to which 

 the flowers are attached, and when the 

 garland is completed it is draped upon 

 the piece and attached. But in this case 

 the roses, sweet peas and greens were 

 wired on picks and set into the piece. 

 The effect was fine, heightened, as it 

 was, by the rose pendent from one arm 

 of the cross and the sweet peas from the 

 other. Bunches of pansies marked the 

 cross, top and bottom, and the loose 

 arrangement at the base was the usual 

 one, care being taken to see that the 

 greater portion of the stock was grouped 

 back and at the right of the tablet bear- 

 ing the inscription. 



The illustration is an especially good 

 one, being prepared from a photograph 

 by the George R. Lawrence Co., who are 

 experienced photographers of flowers, or 

 indeed anything else where detail is re- 

 quired. They are best known as makers 

 of large negatives and make a specialty 

 of conventions, banquets, etc. They' 

 photograph all the big banquets at the 

 Waldorf-Astoria in New York, at the 

 New Willard in Washington, and at the 

 Auditorium in Chicago, thus coming in 

 contact with the leading florists of the 

 three cities. One of the results has been 

 that they have made portfolios of de- 

 signs for several of the retailers to use 

 in taking orders. They are now at work 

 on such an original and exclusive port- 

 folio for C. A. Samuelson, and at the 

 same time are making a portfolio shortly 

 to be offered to the trade. The Law- 

 rence Co. sends men all over the country 

 to do jobs which are beyond the reach of 

 the local picture makers, one of their 

 specialties being bird's-eye views from a 

 captive balloon. The Eeview has sug- 

 gested that the balloon be sent up for 



a shot at the greenhouses north of Chi- 

 cago and hopes some day to have the 

 pleasure of printing a photograph of the 

 district north of Chicago, with landscape 

 spotted with ranges of glass until it 

 looks like a map of the Wisconsin lake 

 region. 



has issued from time to time neat little 

 folders advertising some special feature 

 of his business. These are distributed 

 in large numbers in the neighborhood, 

 and their periodical appearance serves to 

 keep Mr. Hughes in the minds of a for- 

 getful people. The pamphlets always 

 contain something original and interest- 

 ing, and are usually instructive as well. 

 One of them gives full instructions for 

 the care of ferns and palms. Another is 

 entitled ' * A True Fish Story, ' ' and gives 

 hints about the feeding and care of gdld- 

 fish. 



Besides the regular line of greenhouse 

 work Mr. Hughes handles several special 

 lines of novelties, one of the most no- 

 ticeable being the small clay grass-grow- 

 ing figures of animals, human heads, etc. 

 One of hia show windows is filled with 



Tfae Cxou and Garland. 



NOVELTIES AND PUBLIQTY. 



H. R. Hughes, Chicago, has made his 

 name, his store and his goods well known 

 to people living on the great west side. 

 He is a firm believer in publicity, and 



these little images, covered with the 

 greenest of green grass, and they con- 

 stantly attract the attention of people 

 passing in the street. In another win- 

 dow Mr. Hughes has a large aquarium 

 filled with goldfish, which are sold with 



