JUNB 10, 1909. 



X-- 



The Weekly Florists' Review. 



I 



THE RETAIL -^'^^^--b 



A LIGHT BOUQUET. 



There has been steady progress in 

 iloral arrangement in the direction of 

 lightness and grace. By contrast with 

 ihe bouquets carried by the brides of 

 today, those of the bride's mother's 

 wedding now seem stiff, heavy and 

 clumsy. The progress toward the airy 

 lightness in the treatment of flowers 

 has been steady, but there yet remains 

 some room for advancement. Many lead- 

 ing retailers still make their brides ' bou- 

 quets so round and full of flowers that 

 they have the appearance of a set piece; 

 the kind that suggests the hope that the 

 bride may be a buxom lady. The ac- 

 companying illustration is, at least in 

 Montreal, considered a long step in ad- 

 vance, for brides' bouquets of this char- 

 acter are in much demand at the capital 

 of the Dominion. This bouquet was 

 made by Hall & Eobinson. The liUes 

 of the valley were denuded of most of 

 their foliage and, with a little adiantum, 

 were set so far above the green that a 

 light effect is produced. Sometimes to 

 such an arrangement one of the popular 

 bouquet scarfs is added, but it must be 

 light in texture, in harmony with the 

 arrangement of the flowers. In the pres- 

 ent instance white satin ribbon was used. 

 The shower is light, to be in keeping 

 with the general arrangement. Only 

 long-stemmed valley can be used for 

 such a purpose. For this bouquet Hall 

 & Eobinson are accustQpied to receive 

 from $12 to $15, but they make many of 

 them. 



ADVERTISING AND THE WINDOW 



August Lange 's flower store at 44 East 

 Madison street is near one of the busiest 

 corners in Chicago, a location where the 

 majority of retail florists would depend 

 wholly upon the show window for adver- 

 tising, but Mr. Lange makes a strong 

 combination of show window and news- 

 paper publicity. Ever since Mr. Lange 

 located on Madison street, he has em- 

 ployed printers' ink more freely than any 

 of the downtown retailers in his city (he 

 has practically confined his advertising 

 to the best paper, using large space) and 

 he always sees to it that the window and 

 the advertisement are in harmony. For 

 instance, when the advertisement Satur- 

 day morning tells of the dollar boxes for 

 that day's sale, the window also has dol- 

 lar boxes for its principal feature, witn 

 some other things in the background to 

 show what $2 will buy. 



This week is brides' week, so Lange 's 

 window shows brides*' bouquets, and 

 those for the bridesmaids, the flower 

 yjirls and even boutonnierea for groom 

 and ushers. Attention is attracted by a 

 display contrasting the styles of twenty- 

 five years ago and those in vogue today. 

 It will be remembered that one of the 

 novel features of the national flower show 

 was Lange 's exhibit of these bouquets 

 of long ago, of rosebuds tight and even. 

 The newspaper advertisements this week 



call attention to this window display and 



there is a throng constantly before the 

 glass. 



RETAILERS AND OUTDOOR VORK 



An Important Branch. 



Many of the thoughtful men among the 

 retail florists have seen that their like 

 must needs turn attention to the outdoor 

 business, and others have been impelled 

 toward this branch of the work without 

 thought whither they were drifting, fol- 

 lowing the line of least resistance, which, 

 in this case, was the line of most insist- 



Bride's Bouquet of Valley, Loosely Arranged. 



