(^CTOBKK 'M, 1907. 



The Weekly Florists' Review, 



UW UK W^ <<^ <<^ <»H <#^ <#H '^W<^H<<^'<^'*^<»^«»^'^^ v^^^^g^ 



I THE RETAIL 



I .^«.^^^ FLORIST 

 I 



V^ *{<?♦> *id(9i -tde^ -Uc^ -Url^ ^k»S'M:»>\fe^ife»>%<tr»>^«f»>%{r»>Xrfr^'fcfe»>^Mr»>'tfc»i'<<f»>^MH»>' 



(lie Ki'iIiiKiry. One ilcalor in t;iliIo-warc 

 liiis ;i ilisj)l;iy ro(Hii wlicic r;nh <lay a 

 (lilVcrciit st>t of diuiici'-wari' is sluiwii 

 nil ;i talilc I'lilly sot. Of roiirsc, lie iiiiist 

 lia\i' lli)\\crs t(i yi) with liis iia|i('ry. A 

 li-adiny jiliot(ii;i'aplu'r always has a vase 

 of (lowers on tlio cciitir lalilc in the 

 rocoption room of his stmlicx There are 

 many chaneos for such or<h'rs if one 

 kee])S an eye open for tlieni, ami makes 

 tlie ii;ilit sujjgestion. 



THE GOLDEN WAY. 



The Review is indebted to E. W. 

 linehring, 1805 Frankford avenue, Phila- 

 delphia, for the ])hotograph from which 

 the ilhistralion was prej)areil. The GoKl- 

 li Way is evidently a sublimation of 

 he more plebeian gates ajar, for the 

 ■ath wc all must tread is seen leading 

 ip to the pearly gates, which are just 

 losing after the departed in the same 

 ■ I Id way. ]t was designed by Mr. Gaeh- 

 ung and was six feet high, thirty inches 

 t'load, and twenty-six inches deep. The 

 'hwers used were lavi'uder sweet peas on 

 iiie inside of the arcdi, Ideinling liar- 

 iioniously with the dark ])ansies on tho 

 iiiirder of the Way. The star was of 

 Kncdiantress carnations. The remaining 

 il.iwiM's wei'c liride roses, liaby gladi(di. 

 4iant i;indytnft. \alley. ami ilarrisii 

 lilies in the base. It was an excellent 

 •onc(>ption and a ])leasing \ariaticin of 

 this old-time favorite floral design. 



THE USE OF ACCESSORIES. 



Snnie florists still think that because 

 'lie leading florist in the town uses many 

 ni'iii- supjilies, in j>i'(»|iorti(ni, than the 

 "Thers do, it is because he has tln^ mon(>y 

 '" put into tlwui. it is not that way at 

 ill. The man who makes most fii'e use 

 ■it the things which add to tlu' attrac 

 iniiicss (it' his stock is the mie who gits 



In- business, and any tiorist easily can 



I'liiiiustrate for himself how the use of 

 suitable eiidiellishnir'nts adds to his 

 M:i(|e. Fill' instance, take the itrm of 

 • iolet biixes. Some retailers still send 



'Ut \iolefs in any sort of small box, but 

 I lie line who knows his business lia> a 

 ^lock of sjieiial violet l>oxes, and usually 

 ho has mure than one grade. It nevei' 

 'ails that whei'e one florist sends out 



I'llets }iic(dy put up in a box made for 

 'he jMirpose, and his neighbors use any 

 "idiimry box, or none at all, the trailo 

 -"iin gets all into the hands of the one 

 " lio has the enterjirise to do tilings 

 'igid. What ajiplies to the small matter 

 "' a few pennies for a violet box ap- 

 plies to the larger items. No retailer 

 '•an afford to send out anything but at 

 ''':i<-tive packages. 



DAILY ORDERS. 



In alniiisl anv citv it is pussiblc to 



■ik up a ciinsiderablo number of daily 



' lets, which will average a gdod pr(dil 



the whole season is cnusidcred. 



'.\ liiTe'V'er a dining-car is started mil on 



'-^ run, some florist in that tow!i has, 



' c;in get, an order to place a bon(|uet 



I' each table in the car each day, or 



' keep the car's ferndishes in shape. 



'II supplying cut flower work of this 



Kind any grower can aflFord to make an 



'(tractive price, because he can stipulate 



''iit he is to use whatever kind of flowers 



'"• niost abundant with him. 



Many of the first-class hotels now 

 ''■ake it a rule to have a few flowers on 

 'he table for dinner each evening, and 

 ^'le leading restaurants are adopting the 



same idea. The florist can arrange to 

 supjily a daily change, at least during 

 seasons of abundant suiijilies, the same 

 as is done with the dining-cars. 



Another sinirce of daily, or at least 

 frequent, orders is the high-fdass stores 

 which make fi specialty of elaborate win 

 (low decorations. A vase of flowers is 

 the finishing touch in the snrinuiKlings 



LUNCHEON TABLES. 



I'leasi' give us some ideas (US to how 

 til di'i'iii-ate s!uall card-taliles with flowers 

 t'lir liincliciin. H. B. 



I'.ecausc (,t' tiic fact that the tables 

 are siii;i||, 1 he liincliedii deciirat iitns nuist 

 (if necessity be not larye. I'ldbaiily the 

 iiHisi t'reijueiit style 1 1 1' decdratimi foi' 



The Golden Way. 



intendeil to show off a line custinnc in 

 many a "h^jiartment stiuc wiinlnw. Tiieie 

 is nothing unprofessional in soliciting 

 this kind of business. 



Tn the large cities there are hundreds 

 of exclusive stores, studios, etc., where 

 an efi'ort is made to ilo tilings out of 



the purpose IS a >uKill. low bowl tillci 

 with small llduers like \iolets or \ alley 

 at this season, or sweet jieas or pansies 

 in spring, loosely arranged. This might 

 be elaborated by scattering flowers on the 

 cloth, or by streamers of siuilax leading 

 out to points between tho plates; or in- 



