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10 



The Weekly Florists' Review. 



Tdlt 20, 1911. 



A VISIT TO THE FLORIST 



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A Hot Weather Cartoon ib a Pittsburg; Daily Paper. 



The Workroom. 



It is a mistake to think that the 

 salesroom must be beautifully and con- 

 veniently fitted and the workroom 

 little more than a receptacle for 

 junk. It may be plain — so much the 

 better — but let it be well ventilated, 

 sanitary and convenient, with a proper 

 depository or trap door for waste. 

 Have it as large as possible and in 

 such a condition that, if necessary, a 

 customer may be ushered in without 

 embarrassment to anybody. Often a 

 workroom must be used for storing ex- 

 tra supplies. These should be so clas- 

 sified and labeled as to be instantly 

 available. As strict cleanness, neat- 

 ness and order should be required here 

 as in the office letter file. 



The workroom ought to be a room 

 separated from the rest of the store, 

 where packing, unpacking, sorting and 

 preparing stock, as well as order work, 

 may go on without interruption. 



General Hints. 



The less gingerbread, grill work and 

 other fancy ornamentation you have 

 about your store, the better. Have the 

 best material your purse will allow, but 

 make it plain and let the decoration 

 consist of your own work, changed 

 oft^n. 



At least two signs in front of the 

 store seem necessary — one to be read 

 as a person looks toward the front of 

 the store or from across the street, and 

 one which can be read a block or two 

 away, from up or down the street. 



As to the lighting plans, a room of 

 ordinary size is best lighted with ceil- 



ing lights and side brackets. Chan- 

 deliers are permissible only in large 

 rooms. Window lights ought to be 

 out of sight to the casual observer and 

 he must be conscious only of the il- 

 lumination from soft, shaded globes. 



I used to see a flower store with a 

 marble fountain surrounded with easy 

 chairs — a poor mixture, to say the 

 least. Better have plain severity than 

 disjointed elegance. 



Wherever the proportions of the 

 room are at fault, place your mirrors. 

 They will deepen a shallow space and 

 broaden a narrow space. G. B. 



A COOL WINDOW. 



The Eeview has from time to time 

 featured many of the special window 

 displays of W. J. Palmer & Son, Buf- 

 falo, the accompanying illustration 

 showing one which attracted much at- 

 tention during the recent heated spell. 

 Palmer & Son always have made a hit 

 with their special seasonable window 

 decorations, but this old mill, with its 

 pond of water lilies and live turtles, at- 

 tracted enough attention so that one 

 of the Buffalo daily papers devoted 

 nearly a column to a dissertation on it, 

 calling the window "a boon to the 

 public," and concluding that "it 

 wouldn't hurt some other firms who 

 pride themselves on appropriate and 

 beautiful window decorations to cool 

 off the people in these sweltering days 

 in as delightful a fashion." 



FOBCED TO THE WALL— 



And Through It! 



People who didn't know what they 

 were talking about have said one never 

 can tell what the results of advertising 

 will be. You often hear it quoted. But 

 the fact is one can pretty nearly always 

 tell what will happen to the well ad- 

 vertised business. It will grow. A 

 man who knew how to reach the public 

 ear once started a small clothing store. 

 It wasn't long before passers-by were 

 startled to find across the front of the 

 building a sign with great letters: 

 "FORCED TO THE WALL"; and un- 

 derneath in not nearly so large print: 

 "And through it." Advertising had 

 resulted in taking in the store next 

 door. 



The same thing has happened to 

 Penn, Boston's advertising florist. 



Growth of the Penn Business. 



Henry Penn, with a small boy as his 

 only assistant, built the foundations of 

 his present prosperous business when 

 he started twelve years ago in a small 

 store on Chapman place, opposite City 



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Refreshing; Scene in the Window of W. J. Palmer & Son, Buffalo. 



