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Febklaby 28, 1007. 



The Weekly Florists' Review^ 



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I THE RETAIL 



I ^^^^ F LORIST 





RETAILERS* FIXTURES. 



An Important G>nsicleration. 



The accompanying illustration will 

 serve to give an idea of the character 

 of fixtures required foi^ an up-to-date 

 flower store. It shows only a part of one 

 side of the store, including a bit of the 

 show window at the front, the display 

 case for cut flowers, then a large bev- 

 eled-plate mirror, and then a display 

 <;ase for small baskets, hampers, etc., the 

 more bulky articles being kept elsewhere. 

 The tables are of brass frames and 

 marble tops. They are used only for 

 the display of stock, all wrapping being 

 done behind the scenes. It is not every 

 retailer who can afford mahogany fix- 

 tures made to order, but it pays to have 

 them as good as circumstances will war- 

 rant. About the best asset a retaiFstore 

 can have is a reputation for good taste, 

 and an ill equipped and poorly arranged 

 store gives a first impression which it 

 takes much good work to counteract. So 

 long as first impressions are what they 

 are it is well to have them in our favor 

 instead of against us. Not infrequently 

 one is prejudiced against a store by its 

 appearance, and every now and then we 

 hear someone say, "That place looks all 

 right; let's go in there." 



The picture reproduced was taken at 

 the store of C. A. Samuelson, 2128 Mich- 

 igan avenife, Chicago. 



FUNERAL WORK, 



In placing orders for funeral designs 

 the public has to trust a great deal lo 

 the florist's practical, as well as artistic, 

 ability and reliability, as we have no 

 samples or models to show; nothing but 

 the loose flowers, frames, and, in most 

 cases, poor photographs. We all know 

 that floral designs never show up to 

 advantage in a picture. 



Of course people who have had some 

 previous experience in buying designs 

 usually know about what pieces are suit- 

 able, and it is merely necessary to set- 

 tle on the price. Even people who are 

 fortunate enough to be inexperienced in 

 ordering funeral flowers, in many cases 

 leave it to the artist. 



Sometimes, though, you will run up 

 against a hard proposition. Your 

 prospective customer may not have the 

 least idea as to what he wants or needs. 

 "I want a nice pillow," or some such 

 remark is often heard when really a 

 spray or a wreath is meant, or vice 

 ^ versa. Here is where you have to fall 

 'back on your design book. A good and 

 inexpensive one can be acquired by cut- 

 ting pictures out of the Review and 

 mounting them in a suitable book. 



Many florists advocate the sending of 

 sprays of flowers. Of course, speaking 

 from an artistic standpoint, a large, 

 loose spray is ahead of the ordinary 

 floral piece. But we who depend on 

 this business for our bread and butter 

 make a big mistake in talking sprays 

 ■only, for when stock is plentiful short 



stuff is bound to pile up and the only 

 outlet is design work. 



When it is possible to swing the buyer 

 either way, just size up the stock on 

 hand and offer suggestions accordingly, 

 but at the same time keep your cus- 

 tomer's requirements in mind. Win 

 your prospective customer's confidence 

 and you will have easy sailing. 



Then again, you run across people who 

 do not know what they want and never 

 will know. Do not waste all your val- 

 uable time with them if you cannot se- 

 cure their order after a reasonable ef- 



but if they insist, go ahead, take the 

 order and j fill to the best of your ability. 

 You will find that people 's tastes 

 vary a great deal, so it is a good plan 

 to size up your customer before offering 

 suggestions. If some party inquires as 

 to the price of a nice lyre, or harp, do 

 not be afraid to say $10, even if you 

 think them only good for a five-spot; 

 it is easy to go down. But once you 

 have made a price stick to it, even if 

 you lose a sale. It makes a bad im- 

 pression to change your price. 



When stock is scarce, naturally de- 

 signs should cost more than when flow- 

 ers are plentiful. 



Always keep galax leaves, sheaves, 

 cycas leaves, etc., in ' mind, especially 

 when stock is scarce. All make up fine, 

 at the same time give good satisfaction 

 and bring in good profits. 



Small designs never look like n^uch 

 and a spray is preferable. 



Lettering never adds to the artistic 

 effect of a piece, but often is necessary. 

 Unless insisted upon, never put the 



Character of Fixtures Required for an Up-to-date Store. 



fort. Let them go, for they would be 

 likely to be dissatisfied at any rate. 



Often people have some fixed idea, 

 some freaJc design, such as a grindstone, 

 trowel, beer-bottle, tray and glass, or so 

 on, or the word "Husband" on a pil- 

 low bought by the husband. Just let 

 them explain what they want, then tell 

 them in a nice way that the design they 

 have in mind will not make up nicely, 

 or the inscription is not the proper one; 



sender's name or names on a piece, ex- 

 cept in case of a society; then the ini- 

 tials and number usually will suffice. 

 With some people lettering makes even 

 more of a hit than the flowers. When 

 you run across some one like this just 

 put it on heavy. 



When a piece bears some inscription 

 such as "Brother," "Father," and so 

 on, no card is necessary, except in case 

 of a large family. Otherwise a card is 



