ir" 



Jdnb 22, 1911. 



The Weekly Florists^ Review* 



i THE RETAIL 



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FLORIST 





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SUMMER USES FOB SWEET PEAS. 



In Church or Large Residence. 



Sweet peas are abundant these sum- 

 mer days, and so we can plan unstinted 

 window displays and can lavish them 

 in our decorations, with the aim of 

 producing deep masses of color and 

 rainbow variations. "What about a 

 sweet pea decoration for a large resi- 

 dence or church? In such a case the 

 individual beauty of the flowers is 

 lost and failure will be the result unless 

 striking effects are secured. 



For a garden scene mow a row of 

 sweet pea plants their full length, sup- 

 port and all. Outline a chancel rail 

 or platform, packing damp moss along 

 the lower stems. At the extreme ends, 

 on the right and left, erect a tall pil- 

 lar wrapped in fabric to match the 

 color of the decoration. From the top 

 of the poles hang clusters of sweet pea 

 baskets, generously filled as to the 

 edges and sides. Back of the pulpit 

 platform or chancel, wainscot with the 

 hedge of sweet pea vines and erect 

 pillars, decorated with the clusters of 

 baskets, on each side of the altar. 

 Drape the altar with a blanket of peas. 

 Along the wainscoting weave in thou- 

 sands of extra cut peas to heighten the 

 coloring. Don 't do this work too early, 

 thus allowing the flowers time to wilt. 



Suspended Over the Chancel. 



Another: Make scores of balls of 

 sweet peas and hang them as you 

 would Chinese lanterns over the chan- 

 cel, low. at the sides, high in the cen- 

 ter, and lower again at the rear. 

 Watch the lights and don't let the 

 shadows spoil the pink cloud of balls, 

 for you will find that pink is one of 

 the best evening colors. If you wish 

 to introduce green, shower the balls 

 from their tops with fine strands of 

 smilax. Group palms that have finely 

 cut foliage, such as cocos or phoenix, 

 around the chancel rail and elevate im- 

 mense balls, with showers, on pillars at 

 right and left, bo that they will not 

 obscure the view. 



One more: Make a tapestry of heavy 

 garlands of sweet peas. Suspend this 

 from the ceiling over the platform or 

 chancel. Intersperse electric lights. 

 Bank the top of the rail with long, 

 narrow pans of sweet peas. Make a 

 screen of sweet peas on the rear wall, 

 high enough to appear to join the 

 lower margin of the tapestry, so that 

 you can stand in the audience and see 

 a solid bank from floor to ceiling. 



These schemes can be adapted to the 

 decoration of a large residence as well. 

 A hall, back parlor or alcove can be 

 decorated as the ceremony room in 

 much the same way as the chancel. 



In Window Displays. 



Parts of the foregoing schemes may 

 also be reproduced for window dis- 

 plays, with the addition of wild or 



fancy grasses. The common redtop 

 grass can be combined tellingly with 

 white, lavender, cream, salmon or red 

 varieties. 



The window may be occupied by a 

 rustic summer house, with sweet peas 

 growing (?) luxuriantly close against 

 its outside walls, a great bowl of them 

 on the window-sill, and a hatful left 

 on the doorstep with the shears lying 

 beside it. Add a few ferns, with moss- 

 covered pots, in the foreground. 



A casket cover of all sweet peas is 

 within the reach of almost anyone at 

 this season. Practically the only real 

 expense is the work, and in the con- 

 struction it is well to combine the 



Penn Bouquets 



FOR 



June Brides 



The poet has said, "What u so rare as a day in 

 Junef" 



He tiii^hturll have said. "IVhat ij so beautiful as 

 a Penn shoxver bouquet for a handsome June bride." 



TheK bonqaeta are famed the eomatry orer for their 

 dclicftcy of treatment — their naaffectcd beauty — and their 

 unquestioned good taste. 



KASE OH SPECIAL ORDER FROM 



$8.00 "p^"^" 



The entirt decontm effeeti (or wedding!, dinnert. 

 kretkfuU, receptions, will be (nraiihed by Feu — iunriug 

 ftrtittie ud hamoaiou baadUng . Estimates on reqneit. 



^^- 



43 BROMFIELD STREET 



rhnt, rOKT HILL »i» mrUt 



ADVEBTISINO A RETAIL STORE. 



A Well Displayed Advertisement. 



casket panel and cover, so that the top 

 may be composed of the flowers stand- 

 ing erect. Toward the edge set them 

 in at an angle,. gradually more inclined 

 to fall, so that there may be no crev- 

 ices. Fringe the wire edge so that the 

 piece, complete, shall touch the floor. 

 G. B. 



Peoria, ni. — Frank Jerabek has pur- 

 chased the Kipler greenhouses, north 

 of town. 



Penn Educates the Bostonians. 



It has been said that in Boston, city 

 of erudition, the brides carry prayer- 

 BOOKS instead of bouquets — but all 

 this is to be changed. Penn is doing it, 

 and the means employed is newspaper 

 advertising. It is related that so suc- 

 cessful has been the Penn advertising 

 campaign that already one of Boston's 

 daughters has made an appointment to 

 carry a Penn shower bouquet at the 

 liead of a party which is to meet one 

 of the Penn brothers before . a certain 

 altar late in June. Is it any wonder 

 that, when Henry Penn says the June 

 advertising campaign is producing 

 * ' great results, ' ' William nods his head 

 in perfect agreement? It is to be Will- 

 iam's wedding. 



The Penn brothers have been the 

 leaders in retail flower store advertis- 

 ing in the east. They have kept con- 

 tinuously at it for the last twO:. or three 

 years and they are continutjlly increas- 

 ing their advertising. If any better 

 evidence could be wanted that they 

 find it is the right line for them to ■, 

 work on, that evidence is found in the 

 fact that their present store at 43 

 Bromfield street, Boston, wiil no longer 

 contain theLK. business; the store next 

 door is being added, therelay more than 

 doubling their facilities. 



The Strongest Wedding Ads. 



Neither Boston ndr any othpr city 

 ever has seen so strong a Campaign of 

 wedding work advertising as the Penns 

 are doing this month. From the begin- 

 ning of their advertising they have 

 featured their shower bouquet and it 

 has so increased the sale for the article 

 that this season's puolicity is much 

 stronger than ever before — stronger 

 both from the point of view of space 

 used and stronger with respect to the 

 striking character of the advertise- 

 ments, several of which are herewith 

 reproduced in reduced space. The dis- 

 play on this page occupied a space two 

 columns wide and half a column deep 

 in the Boston American, where it had 

 nearly 400,000 circulation. The other 

 advertisements are reproduced from 

 the Boston Post, where the daily circu- 

 lation is close to 350,000, and the Sun- 

 day circulation practically 300,000 cop- 

 ies. Such circulations are not cheap, 

 but they are effective. The single 

 column advertisements were each a 

 half column deep and the white on 

 black display reproduced on page 9 was 

 three columns wide and more than half 

 a page deep. This advertisement may 

 fairly be designated as the most strik- 

 ink display ever published in the in- 

 terest of the sale of wedding flowers. 



To quote H. S. Eogers, the member 

 of the Penn staff who looks after the 

 advertising details, the results are 

 "great." The campaign was planned 

 to begin with June and run through the 

 month, an advertisement appearing 

 every other day. 



Must Be Backed by Good Methods. 



"Good advertising is a good thing," 

 continued Mr. Eogers. "We have 

 made a careful study of the results 

 obtained and find that we get what we 

 go after^sales. We are well satisfied 

 that advertising has been a large fac- 

 tor in establishing our business and 

 developing it to its present propor- 

 tions, not forgetting that good adver- 

 tising, unless backed up by a good 



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