Junk 10, 1909. 



The Weekly Florists^ Review* 



^l■^^■'^^■'<^■V<^.^^■^^^■<#^15l^■>^^/^j.»>•4^».•fer»^^-feV»^•^>»^•w 



THE RETAIL 



FLORIST 



■'♦^.'i<'.^.<<^.<»^. •■yr»>'^^r»>''fe^r»)"^-r»>vA-»i'-: '.»)• ' -.-»^' ' 



.-»^•^=^.-•^1 



tlifif is a throng constantly before the 



-lass. 



A LIGHT BOUQUET. 



'I'licrc Las boon stoaWv ]iiijyross in 

 liial arranyoniont in llio (liioction of 

 lyhtuos^s and yraoc. ^'\ contiasl with 

 lii^ bouquets oarried by the biidi-s of 

 (iday, those of the bride's mother's 

 ', oihlino now seem stiiV, heavy and 

 hnnsy. 'I'ho ]iro<,ness toward the airy 

 iyhtnoss ill the treatment of llowers 

 las been steady, but there yet remains 

 M)me room for advancement. .Many lead- 

 iiy retailers sfill make their Ijrides ' bou- 

 luels so round and full of ilowors that 

 lioy ha\e the apjiearam-e of a set ]iicce; 

 I he kind that suggests tlio lio[)0 that the 

 iiride may be a buxom lady. The ac- 

 (unjianying illustration is. at lo;ist in 

 Montreal, considered a long step in ad- 

 vance, for brides' bouquets nf this cliar- 

 icter are in much di'inand ut the capital 

 'if the Dominion. 'J'his bouquet was 

 inado by Hall .^ Robinson. The lilies 

 ■ if the valit\v were denuded of most of 

 iheir foliage and, with a little adiantum, 

 were set so far abo\e the green that a 

 light effect is produced. Sometimes to 

 siudi an arrangement one of the popular 

 l'(ui(|uct scarfs is added, but it must be 

 light in texture, in harmony with the 

 .irraiigemoiit of tiie 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 pur])ose. For this bouquet Hall 

 >.\: Hobiiisoii are accusto;ned to receive 

 Iroin $1l' to ^I'l, but they make many of 

 them. 



ADVERTISING AND THE WINDOW 



August l^angc^ "s tlower store ;it -14 East 

 Madison street is near one of the busiest 

 I'orners in Chicago, a location where the 

 majority of retail llorists would depend 

 \\ holly upon the show window for adver- 

 tising, bul Mr. Lange makes ;i strong 

 ■ombination of show window and news- 

 pajier publicity. I'^vor since Mr. Lange 

 lo<-ate<l on Madison street, he has em- 

 I'loyed ))riiit(M-s' ink more freely than any 

 if the downtown retailors in Ins city (ho 

 iias practically confined his .advert ising 

 lo the best paper, using large space) and 

 lie always se(\s to it that the window and 

 'lie .advert isenient are in harmony. I'or 

 instance, when the ail vert iscMiienl Satiir- 

 la\ morning trdls of the dollar boxes for 

 'li.al day '> sale, the window also has do| 

 lar boxes for its principal featur(\ wirn 

 -onie other things in the liackyroiiml to 

 -how what .'fl' will buy. 



This W'-ek i-- lil'ides" urik, Sii l,;illg(>'s 

 uiidow -howv brides" liiiU(|iiet -.. and 

 ' ho^e t'or the liridesmaid'^. the llowor 

 ^ii'-- and e\eii liontooniore-; toi ^lonin 

 ind ushers. Attention is attractml by a 

 li"-play contrasting the styles of twcuty- 

 !i\" years ago and those in vogue today. 

 It will l)e remembered that one of tlie 

 'lovel features of the national tlower show 

 was Lange 's exhibit of these bouquets 

 if long ago. of loseliiids tight and even. 

 rhe newspajier advert iseiuc-nts this week 



all attention io this window display and 



RETAILERS AND OUTDOOR WORK 



An Important Branch. 



Manv of tlie tliou<;hl I'ul nieu ainont: the 

 retail llorists have seen that their like 

 miisi neecls turn atteiition to the outdoor 

 lin-^iiii'<s. and others have be. mi inqiolled 

 toward this branch nt' the wurk without 

 llionL'ht whithei- the\ were drit'tiug, fol- 

 lo\\in^ the line of least resisiauco, which, 

 III this ca'^i , was the linr of most iiisist- 



Bride's Bouquet of Valley, Loosely Arranged. 



