

OCTOBEB 24, 1007. 



The Weekly Florists' Review^ 



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THE RETAIL 

 FLORIST 



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THE GOLDEN VAY. 



The Eeview is indebted to E. W. 

 Gaehring, 1805 Frankford avenue, Phila- 

 delphia, for the photograph from which 

 the illustration was prepared. The Gold- 

 en "Way is evidently a sublimation of 

 the more plebeian gates ajar, for the 

 path we all must tread is seen leading 

 up to the pearly gates, which are just 

 closing after the departed in the same 

 old way. It was designed by Mr. Gaeh- 

 ring and was six feet high, thirty inches 

 broad, and twenty-six inches deep. The 

 flowers used were lavender sweet peas on 

 the inside of the arch, blending har- 

 moniously with the dark pansies on tho 

 border of the Way. The star was of 

 Enchantress carnations. The remaining 

 flowers were Bride roses, Baby gladioli, 

 giant candytuft, valley, and Harrisii 

 lilies in the base. It was an excellent 

 conception and a pleasing variation of 

 this old-time favorite floral design. 



THE USE OF ACCESSORIES. 



Some florists still think that because 

 the leading florist in the town uses many 

 more supplies, in proportion, than the 

 others do, it is because he has the money 

 to put into them. It is not that way at 

 all. The man who makes most free use 

 of the things which add to the attrac- 

 tiveness of his stock is the one who gets 

 the business, and any florist easily can 

 'lemonstrate for himself how the use of 

 suitable embellishments adds to his 

 trade. For instance, take the item of 

 violet boxes. Some retailers still send 

 out violets in any sort of small box, but 

 the one who knows his business has a 

 stock of special violet boxes, and usually 

 he has more than one grade. It never 

 fails that where one florist sends out 

 violets nicely put up in a box made for 

 the purpose, and his neighbors use any 

 ordinary box, or none at all, the trade 

 soon gets all into the hands of the one 

 who has the enterprise' to do things 

 right. What applies to the small matter 

 of a few pennies for a violet box ap- 

 plies to the larger items. No retailer 

 can afford to send out anything but at- 

 tractive packages. 



DAILY ORDERS. 



In almost any city it is possible to 

 work up a considerable number of daily 

 orders, which will average a good profit 

 if the whole season is considered. 

 Wherever a dining-car is started out on 

 its run, some florist in that town has, 

 or can get, an order to place a bouquet 

 on each table in the car each day, or 

 fo keep the car's ferndishes in shape. 

 In supplying cut flower work of this 

 kind any grower can afford to make an 

 attractive price, because he can stipulate 

 that he is to use whatever kind of flowers 

 are most abundant with him. 



Many of the first-class hotels now 

 make it a rule to have a few flowers on 

 the table for dinner each evening, and 

 the leading restaurants are adopting the 



same idea. The florist can arrange to 

 supply a daily change, at least during 

 seasons of abundant supplies, the same 

 as is done with the dining-cars. 



Another source of daily, or at least 

 frequent, orders is the high-class stores 

 which make a specialty of elaborate win- 

 dow decorations. A vase of flowers is 

 the finishing touch in the surroundings 



the ordinary. One dealer in table-ware 

 has a display room where each day a 

 different set of dinner-ware is shown 

 on a table fully set. Of course, he must 

 have flowers to go with his napery. A 

 leading photographer always has a vase 

 of flowers on the center-table in the 

 reception room of his studio. There are 

 many chances for such orders if one 

 keeps an eye open for them, and makes 

 the right suggestion. 



LUNCHEON TABLES. 



Please give us some ideas as to how 

 to decorate small card-tables with flowers 

 for luncheon. D. B. 



Because of the fact that the tables 

 are small, the luncheon decorations must 

 of necessity be not large. Probably the 

 most frequent style of decoration for 



The Golden Way. 



intended to show off a fine costume in 

 many a department store window. There 

 is nothing unprofessional in soliciting 

 this kind of business. 



In the large cities there are hundreds 

 of exclusive stores, studios, etc., where 

 an effort is made to do things out of 



the purpose is a small, low bowl filled 

 with small flowers like violets or valley 

 at this season, or sweet peas or pansies 

 in spring, loosely arranged. This might 

 be elaborated by scattering flowers on the 

 cloth, or by streamers of smilax leading 

 out to points between the plates; or in- 



