The Weekly Florists' Review. 



Januaby 20, 1910. 



manently in the wall, but it seems to be 

 the most profitable to reserve the space 

 for actual demonstrations, to be changed 

 frequently. Such a wall space has been 

 decorated beautifully as a solid bark 

 panel, with irregular projections, such as 

 shelves for plants, baskets and other rus- 

 tic receptacles for flowers. Wall cases 

 can be made attractive on such a space, 

 but it seems that actual demonstrations 

 are the best. 



Unused and Neglected Materials. 



Here is another hydra-headed problem, 

 bobbing up serenely — not. We grow fond 

 of using some one or more accessory ma- 

 terials with flowers or plants, and often 

 need to renew the stock, while some other 

 material, which has never happened to 

 be our fad, lies i;eglected, and some day 

 we wake up to the fact that we ought to 



The Sentimental Customer. 



There are still a few sentimental peo- 

 ple left in this cold, materialistic world, 

 and they occasionally are found searching 

 for a flower to express what their com- 

 mand of English fails to do, and your 

 salesman will be requested confidentially 

 to select a flower which shall express cer- 

 tain tender feelings. Nine times out of 

 ten the busy man does not know, but if 

 he understands his flowers he will advise 

 his customer to look over the stock of 

 roses or other flowers, and will point out 

 the various characters represented among 

 them. One flower, it will be noticed, is 

 modest; another holds its head proudly; 

 another is coquettish or inquisitive or 

 wistful. There is some expression about 

 each one of them, even in the weary droop 

 of a limp stem in cloudy weather. 



GUDE'S 



American 

 Beauty Roses 



ARE THE FINEST S PECIMEN S 

 of this Beautiful Rose ever seen south 

 of New York. 



Lovers of (lowers appreciate the Gude 

 Perftection, seen only in this queen ot 

 llowers. 



Glide's American Beauty Roses have at- 

 tained a world-wide tame for size, beaut v, 

 and fragrance 



Acres of Greenhous es Required to Sup- 

 ply the Demand for Gude^s Flowers. 



Following in the train of (he unrivaled American Beauty, 

 Rose comes Orchids, Gardenias, Qimelias, Violets, Lilies Of 

 Jthe \'alley, and .Carnations, and other flowers, together with potted Herns and Palms 

 ^of many species. 



Gude^s Floral Decorations for All Occasions 



GLIDE'S artistic decorative ability is well known. No m.ilter whether you de- 

 sire a modest tribute of respect, or the most elaborate table decorations, if the or- 

 der is placed with GUDE you can rest assured that the result will prove satisfactory 

 in the extreme 



This firm ships flowers to far parts of .the United State?, and invariably has 

 them arrive on time and in prime condition. 



GUDE BROS, CO, Florists, t2i4F Stree t 



Phone M. 4278 



- 



-^ 



Example of Dignified Advertising by a Retail Florist. 



get our money out of this material, at 

 least, to say nothing of using it in a self- 

 respecting manner. For example, I may 

 develop a fondness for chiffons and rib- 

 bons, and neglect to find a use for a 

 large stock of cords. Here is the propo- 

 sition — to use that stock of cords sensihjy 

 and even artistically. "Why don't I make 

 a pillow sometime and edge it with the 

 heavy white, lavender or pink cord, knot- 

 ting it at one corner like the finish I 

 have seen many times on a cushion? Or 

 why don't I tie a full cluster of chiffon 

 with a cord on the stem of a casket bou- 

 quet? Or why don't I, when there is a 

 surplus of green, have a drapery back- 

 ground for a window or in the front of 

 the store and use my cord in that? Then, 

 again, I might tie a spray on a solid pil- 

 low or wreath with a cord or cluster of 

 cords, or use the finer ones for a shower 

 bouquet, as a change from ribbons? Or 

 I might do a dozen or so other things, 

 just so I do not go cord crazy. 



Many men — and women, too — must ad- 

 mit to themselves that their knowledge 

 of color is limited, and their natural sense 

 of color is not sufficiently strong to insure 

 them against blunders which their more 

 critical customers will be apt to detect. 

 The answer is one which cannot be 

 avoided: Become as little children and 

 take lessons. 



Color Combinations. 



Learn to mix paints and to analyze 

 color in any flower which comes to hand, 

 for no flower is purely one color, but com- 

 posed of a combination of few or many. 

 Find traces of the tints which tell what 

 kind of a white flower you are looking 

 at. Every so-called white flower has a 

 tint of some color in it ; it may be yellow, 

 which is commonly called cream; it may 

 be a trace of red, which, when diluted as 

 here in the white flower, is called pink; 

 it may be an admixture of violet, which, 

 when reduced to a weak strain, is called 



lavender. Now, whatever tint that is, ii 

 will give a clue as to what other coloi 

 that particular white will combine witli 

 best, which will be its own original color 

 or its opposite color in the primal order 

 of the color circle. For instance, hov/ 

 restful and pleasing is a dark violet witli 

 a. delicately tinted lavender-white sweet 

 pea! How soft and perfect is the com 

 bination of a deep orange marigold with 

 a creamy white one! And so on with an 

 innumerable host of examples which wo 

 can search out for ourselves. 



Gertrude Blair. 



RETAILERS' ADVERTISING. 



In most of the principal cities the lead- 

 ing retailers are finding by experience 

 that newspaper advertising is as great a 

 power for the increase of the flower busi- 

 ness as it is in other lines of merchandis- 

 ing. Indeed, it is the stores which em- 

 ploy the highest art in their work that 

 find advertising of the greatest benefit. 

 The day has gone by when a florist aspir- 

 ing to do a large business can get along 

 without the use of the daily newspaper. 



The accompanying illustration shows 

 the style of advertising which is being 

 employed effectively by Gude Bros. Co., 

 Washington, D. C. This firm caters to 

 the best trade at the national capital. 

 The old idea was that newspaper advertis- 

 ing cheapened the reputation of the first- 

 class retail florist who employed it, and 

 this might be true if the offers were 

 always along the lines of the special sales 

 at department store prices, but where the 

 advertising is dignified in character it is 

 found that it increases the prestige of the 

 florist. In other words, purchasers would 

 rather send flowers bearing the name 

 made familiar by high class advertising 

 than to send flowers carrying the name 

 of a little known florist, no matter how 

 good his work might be. 



TROUBLE WITH SWEET PEAS. 



"What is the matter with my sweet 

 peas, a sample of which I enclose? They 

 grow all right to this size, then begin to 

 die at the roots. They are grown on a 

 raised bench in seven inches of good, rich 

 soil, with six feet of head-room. They 

 get plenty of water. The temperature of 

 the house is from 40 to 50 degrees at 

 night and 60 to 70 degrees in the day- 

 time. H. G. S. 



Judging from the appearance of the 

 vine received, I should say that your 

 seeds have been sown too thickly. The 

 majority of growers use a pound of seed 

 where an ounce would have safficed. You 

 have a good depth of soil and a fair 

 amount of head-room, but not sufficient 

 for vigorous vines. Either sow your 

 seeds in flats and transplant singly four 

 inches apart, or, if you want to sow in 

 drills, thin out to that distance apart. It 

 is impossible to prevent this drying out 

 among overcrowded seedlings. Eithc" 

 plant thinly, the best plan, or thin so 

 verely. Your temperatures should suit 

 sweet peas well; 45 to 48 degrees at 

 night in the early stages and 48 to 50 

 degrees when in flower are about right. 

 C."W. 



Lowell, Mass. — John C. Meyer & Co., 

 the manufacturers of Silkoline, are send- 

 ing the trade a neat calendar reproducing 

 a Christy girl. ^^ 



Short Hills, N. J.— Fire did $2,500 

 damage January 11 at the greenhouses 

 of Thomas Jones. The blaze originated 

 in the boiler room. 



