ACOUST 6, 1908. 



The Weekly Flafets' Review. 



I THE/RETAIL 



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^-•^^^•^•^^•^^•^^'^^•^ ^•^^'^^•fe 



FLORIST 



, THE BROKEN CIRCLE. 



Cycas leaves have been used as a prop- 

 er groundwork for the broben circle as 

 shown in the illustration of a funeral 

 design by C. H. Fox, Oolumbia avenue 

 and Twenty-first y street, Philadelphia. 

 Mr. Fox's treatraent of this design con- 

 fined the material <;hiefly to white roses 

 and ferns.' la/fais shop the broken circle 

 is mad6 up fiat on the counter and, when 

 complete, attached to the base. A bow 

 of moire aiibbon has been used to com-, 

 plete theSvork. Phil. 



most importaat, I would unhiesitatingly 

 answer, "'A good window.''' 



Many otherwise beautSitul windows are 

 marred fey the awkwfttd placing of the 

 sign. No permanffcHt sign lettering, 

 thom^h (perfect ♦>¥ its kind, should be 



STQR^^ AND WINDOW INTERIORS. 



'VI 



The Window, 



Do you find finger prints and hand 

 marks on the outside of your Avindow 

 ylass? Till then, when yon see the chil- 

 dren stopping and self -forgetfully study- 

 ing your display, you may conclude that 

 you have some improvement yet to make. 

 After that the grown-ups will begin to 

 take notice and mark your window as 

 one of the beauty spots of the locality. 

 It is the best advertising in the world. 

 There is no fraternity, family or so- 

 doty puU like unto it. 



To have a good window display there 

 iinust be a good window, which is to say, 

 sensible, plain ground and fittings. Es- 

 chew all flowered or scenic panels on 

 walls. Permit no fantastic coloring any- 

 where. 



Have no permanent back to the win- 

 «ilow. Occasionally your window decora- 

 tion will call for something of the kind, 

 ibut it can be manufactured or secured 

 for the time being. Ordinarily the at- 

 Jowsphere is all that ia needed. 



Let any necessary woodwork in the 

 aide walls be of a retiring color, such 

 as will never be in the least conspicuous 

 when the decoration is in. The whole is 

 to be a picture, with its central point, 

 setting and frame, and any feature which 

 interferes with its perfection must be 

 considered foreign. • 



As was so emphatically stated in the 

 first of this series of articles, the wood- 

 work and permanent decoration of the 

 window must be a continuation of that 

 used in the store room. 



Relative Size of Window. 



Some question might arise as to the 

 relative size of the window to the store 

 room. There is but one answer — make 

 it as large as possible, the ceiling as high 

 as possible, the floor as low as possible, 

 and as plain as possible. If the space 

 is not as large as is desired, add to the 

 apparent size with a mirror at one or 

 both sides. One large window with a 

 side entrance is much better than two 

 windows with a door between. 



•A large window does not necessarily 

 demand an immense outlay of stock for 

 display. Vacancies and atmospheric ef- 

 fects are worth their proportion of high 

 rents. If anyone should inquire what 

 part of the florists' equipment is the 



In accordance with the size and spa- 

 ciousness of the window, let the glass 

 be perfect and clear, and kept scrupu- 

 lously clean. Have electric lights so ar- 

 ranged as to be able to carry a wire to 

 any part of the window in such a way 

 that the observer cannot trace its course. 



The Window Floor. 



We are now ready to consider the 

 floor and its coverings — also a matter 

 of prime importance; so important, in- 

 deed, that we would better amend and 

 say floors, instead of floor, for one needs 

 not only dry, but wet windows, prohibi- 

 tion or non-prohibition. 



In order to gain variety, introduce a 

 water window occasionally, in spring or 

 summer. To carry out this idea satis- 



'!•'• 



The Broken Circle. 



permitted unless it is placed well above 

 the eye line. Leave space for a high 

 decoration occasionally. No sign should 

 appear in front of any part of itj nei- 

 ther should a chandelier be allowed to ex- 

 tend into the display space. 



factorily, one needs a cement basin, an 

 inlet for the water and a drainage pipe. 

 All this sounds more expensive than it 

 really is. Two men's time in as many 

 dull days of summer will complete the 

 job. Let the cement basin be twelve or 



