ThcWcekly Florists' Review. 



Mat 14, 1908. 



you can give it tbT appearance of being 

 an open ring. 



Bibles or Bookt. 



Bibles or bo'/ks allow for little trim- 

 ming. The plainer they are made the 

 better they will look. In the first place, 

 to get a good shape the wire frame 

 should allow a little extra space where 

 the pages ^ould begin, for the flowers 

 meet here 'And will look crowded if this 

 is not done. Some white flower is best 

 to represent the pages. This should be 

 set off A'ith probably a pale yellow or 

 delicate pink at the slanting edge to 

 show where the edge begins. The top 

 and lower part can be left in green or, 

 still setter, fill in with the same yellow 

 or pink. If you have but little lettering 

 to go on the book, then arrange it on 

 one side and put a nice small spray of 

 flowers on the other to balance the let- 

 t iring. 



Broken Colunm. 



A broken column is meant to represent 

 a column of stone that has been broken 

 off at the top. Naturally one made 

 solid of white flowers and then trimmed 

 would come neai'est to the real column, 

 but in most cases a florist does not get 

 enough for a column to make one of all 

 white, so galax, ivy or some such stock 

 has to be used. After you have covered 

 the column with the leaves or flowers, trim 



MOTHERS' DAY. 



The following letter has been re- 

 ceived from Chapin Bros., of Lincoln, 

 Neb.: 



' ' Again Nebraska is ahead. We en- 

 close a proclamation that cleaned out 

 every florist in Lincoln, cleaner than 

 has been done for years. 



"It's a sentimient that appeals to 

 every man and boy, and people bought 

 flowers that never bought before. The 

 florists' stores were crowded from early 

 Saturday morning until Sunday night. 



"We hope to make it a holiday for 

 the United States. Crowd it and push 

 it; it has Decoration day beat a mile, 

 and comes when flowers are cheap and 

 plenty. Get a swing on your pen, but 

 give Lincoln, Neb., the credit. "We grow 

 big men and big ideas here." 



In their enthusiasm the Nebraskans 

 take a great deal of credit for their own 

 people, but the idea is so good a one, 

 especial'j from the viewpoint of the 

 florist,' that it really does not matter 

 where ^t originated. The fact is that 

 the idea of Mothers' day originated with 

 the Federation of Women's Clubs and 

 seems already to have attained a big 

 start toward national observance. So 

 far as reports go, no city made more of 

 Mothers' day than did Lincoln, Neb., 

 and every florist should give his aid 

 toward pushing it along next year. The 



Your 

 Table - 

 Beautiful 



Tour table majr be richly spread and yet without flow- 

 ers it lacks that finished touch of beauty and completeness. 

 Interior floral decorations create an atmosphere of welcome 

 and invitingness as nothing else will. They are a welcome 

 addition to any home. , ■•■■ ^ .-' *- v; ♦ . 



This store boasts unsurpassed facilities for the furnishing 

 of choice flowers for that purpose— ^resh cut, fragrant blos- 

 soms of the rarest type, AUnpst an unlimited variety of 

 Palms, Ferns, Hanging Baskets and other decoratives Of 

 every specie for your choosing. Lower' prices than you can 

 possibly get elsewhere, tool 



"We Strive to Please." i 



Proapt Free DcUrcrjr by Anto to any part at tht dt|: 



^iTLJL/X^XjL-/TL w5 Walnut St. 



B«ll Phone 8001 Grand; Hom«, Main 1806 



Advertising Creates New Btryers for Flowers. 



with a loose garland of flowers. At the 

 top is where you must be careful to give 

 the appearance of being broken. Have 

 the top as rough as it is possible to 

 make it, just as if it were a break of 

 stone. You can elaborate on the base 

 any way yon see fit. 



Other designs have similar points that 

 must be watched. I will note soYne of 

 them in another article. 



Hugo Schroeter. 



proclamation of Lincoln's mayor was. as 

 follows : 



MOTHERS' DAY PROCLAMATION. 

 OfDce Of the Mayor, 

 City of LlncolD, Neb. 

 To the People of Lincoln: 



The secretary of the Lincoln Younz Men's 

 Christian ABsoclation, baTlng Buggested that Sun- 

 day, May 10, be obeerTed by the people of this 

 rlty as "Mothers' Day," every man to wear on 

 that day a white flower In honor of his mother, 

 I have been requested to ask for general com- 

 pliance with the suggestion. 

 Therefore, in pursuance of this request and as 



mayor of the city of Lincoln, Neb., I hereby 

 recommend that by general consent, Sunday, 

 May 10, 1908, be set apart as Mothers* Day" 

 and that on that day every man and every boy 

 in the city of Lincoln, and every visitor within 

 our gates, wear a white flower in honor of his 

 mother. 



And I suggest that the day be made a special 

 occasion for sending flowers to the invalids in 

 Lincoln homes, to the slclc in hospitals and to 

 the orphans In public and denominational insti-. 

 tutlons. 



It is eminently fitting that in this, as in other 

 worthy movements, Lincoln take the lead. Let 

 us hope that the first Mothers' Day observed 

 in this beautiful city will be so successful and 

 inspiring that other cities will, in future years, 

 follow the example. 



Witness my hand as mayor of the city of Lin- 

 coln, Neb., this 6th day of May, A. D. 1908. 



F. W. BROWN, Mayor. 



Cut it out, file it and next year get 

 your mayor to publish something sim- 

 ilar. 



RETAILERS' ADVERTISING. . 



There is one feature about the adver- 

 tising of retail florists which should meet 

 the approval of everyone in the trade, 

 even though some of the "everyones" 

 are competitors. In the present state 

 of the development of the cut flower 

 business, one of the principal uses of ad- 

 vertising is to create new buyers, rather 

 than to win away the customers of an- 

 other store. Insofar as a retailer's ad- 

 vertising is educational, it benefits the 

 flower business as a whole in only less 

 degree than it profits the retailer him- 

 self. 



Kansas City is a splendid flower town. 

 The business done there is large and the 

 trade is prosperous, but not all the peo- 

 ple patronize the first-class stores. The 

 department store flower sales are a fea- 

 ture every Saturday, and still another 

 class is catered to by Alpha Eberfield, 

 who does business as the Alpha Floral 

 Co. One of his recent newspaper ad- 

 vertisements is reproduced herewith. A 

 series of such advertisements has been 

 appearing in the leading newspaper and 

 is bringing into his store a large num- 

 ber of people who have not hitherto 

 been flower buyers. 



FOX'S UPTOWN SHOP. 



In the Beview for April 30 there was 

 a reproduction of a photograph showing 

 the uptown shop, Fox's, at Twenty-first 

 and Columbia avenue, Philadelphia. You 

 want to know whether Fox's uptown 

 shop bears any relation to the Sign of 

 the Bose in the heart of Philadelphia? 

 Yes; they are both owned and operated 

 by Charles Henry Fox. As the Sign 

 of the Bose expresses Mr. Fox's artis- 

 tic ideas, so Fox's flower shop expresses 

 his commercial ideas. 



Charles Henry Fox established his 

 florists' business at Twenty-first and Co- 

 lumbia avenue many years before be 

 opened the Sign of the Bose. His idea 

 in the first named shop was purely a 

 commercial one. Plants were bought in 

 quantity and sold at a good profit, but 

 for what seemed to the purchaser to be 

 a low price for cash. The customers 

 were largely made up of the working 

 classes, who came in the evening, read 

 the price on the tags and paid for and 

 carried off their purchases, saving much 

 expense in bookkeeping and delivery. At 

 that time it was the fashion to have 

 bargain sales. Plants were offered at 

 odd figured prices, somewhat as it was 

 done in the department stores. Today, 

 however, people have become tired of 

 bargain sales and odd figured offers. 

 The special sale is now popular, a plant 

 usually offered at $1 being sold at 75 

 cents, and occasionally 50 cents, prices 



