ArniL 18, 1907. 



The Weekly Florists' Review* 



1671 



Easter Window of John G. Heinl & Son^ Terre Haute, Ind. 



tain a vase of flowers at so much per 

 week, giving say three changes a week, 

 and using whatever stock may be season- 

 able. By doing this he is able to make 

 the price low enough to be attractive. 

 Point out to some one who prides him- 

 self on the * * tone ' ' of his place that 

 favorable comment will be the result of 

 a constant and always changing flower 

 <lisplay. Get it started in one office or 

 studio and you soon can get business 

 from many others. 



RETAILING IN HCX)SIEHDOM. 



The accompanying illustration is re- 

 produced from a photograph made just 

 before Easter at the store of John G. 

 Heinl & Son, Terre Haute, Ind. Like 

 all photographs of store windows, this 

 one leaves much to be desired, but it 

 serves to show how good a display the 

 Heinls make in a hustling provincial 

 «ity. The picture, as commonly is the 

 «ase with those made through show win- 

 dows, shows much reflection of the ob- 

 jects on the other side of the street, but 

 it also shows the good taste employed 

 in the display and shows that the Heinls 

 are well up with the best practice of 

 the day in plant decoration. Most of 

 the plants in the window, instead of hav- 

 ing the pots covered with paper or mat- 

 ting, were planted direct into the popu- 

 lar modern jardinieres of many shapes 

 and colors. These were most extensively 

 used in the best stores this Easter. They 

 are inexpensive and, when well chosen 

 and well combined with the plant, make 

 an exceptionally pleasing effect. In- 

 deed, many customers buy for the jar- 

 diniere almost as much as for the plant 

 that is in it. 



Heinl & Son have had a prosperous 

 season with steadily increasing trade. 

 One of the departments of the business 

 which they have pushed with good re- 

 sults is the securing of orders for de- 

 livery in other cities. They have adver- 

 tised in the daily papers that they have 

 made arrangements whereby they can 

 deliver funeral flowers, or flowers for 

 any purpose, in almost any town in the 

 country on a very few hours' notice. It 



has brought them many such orders, 

 which then are wired to some one with a 

 card on the Review's pages for Leading 

 Eetail Florists. This is a line any florist 

 can work up; when you have nothing 

 special for your space in your local 

 paper advertise your facilities for deliv- 

 ering flowers "by telegraph." 



A VENERABLE NEW YORKER. 



W. A. Blaedel is one of the oldest 

 florist« in the business. He was born in 

 New York city nearly eighty years ago 

 and for over tnirty years has been in the 

 business at 402 West Twenty-third street. 

 He has seen wonderful changes in the 

 city and in the flower trade in that 

 time. It was in 1876 that he opened the 

 store where the photographer stood to 

 make the picture reproduced in this is- 

 sue, looking into one of the greenhouses 

 at the rear. There are two of them, up- 

 to-date, well-ordered structures, of in- 

 estimable value to any retailer at such 

 a time as Easter, but not usually found 



attached to a store in the heart of the 

 city. Mr. Blaedel 's two sons are asso- 

 ciated with him and of course carry the 

 burden of the business. J. A. S. 



A GENEROUS WINDOW. 



The accompanying illustration is from 

 a photograph of the window display of 

 John C. Hatcher, at Amsterdam, N. Y., 

 photographed just before Easter. Mr. 

 Hatcher's business has been established 

 since 1877 and is steadily on the in- 

 crease. His greenhouses are on Cleve- 

 land avenue and tliQ store at 50 East 

 Main street. A large stock is carried at 

 all times and a generous window display 

 always maintained, for he believes that 

 in order to do business you must show 

 that you have something to sell. 



THE SIMMONS RIG. 



"For the purpose of bringing busi- 

 ness to a first-class retail flower store 

 there is nothing like a reputation for 

 good work; but only second to reputa- 

 tion is the general appearance of the 

 store, and it ill behooves a florist to 

 maintain a well appointed, well kept, up- 

 to-date store, with all the modern fix- 

 ings, and send out his work in a dilapi- 

 dated wagon drawn by an ill fed team. ' ' 



This is the line of reasoning pursued 

 by J. S. Simmons, of Toronto, and its 

 conclusion is seen in the illustration 

 oil page 1673 from a photograph of his 

 new delivery outfit. The wagon is in 

 white and gold and leaves nothing to be 

 desired. The team is every way in keep- 

 ing and driver and boy are in uniform. 

 The outfit represents the investment of 

 many hundreds of dollars, but it is as 

 strong an advertisement as any retailer 

 could put upon the street. 



HOT WATER FOR FORCING. 



So long ago as February, 1905, the 

 florists' organ in Berlin, Die Binde- 

 kunst, drew attention to the users of 

 warm water in the forcing of lily of the 

 valley and to the alleged fact that its 

 application to the crowns for one night 

 hastened their flowering considerably. 

 Lately the Society for the Advancement 

 of Horticulture in the Prussian States 

 invited an exchange of^experiences in 

 this field, and, in response thereto, Gar- 

 den Inspector Weber exhibited lily of 



Easter Window of John C. Hatcher, Amsterdam, N. Y. 





