The Weekly Florists^ Review. 



JOU 27, 1011. 



sent a clump of the blooming plants. 

 Overhanging the back of this gproup 

 is a tree branch or a manufactured 

 substitute, supporting a hop vine, and 

 this, with the help of a good sized fern 

 or two on the floor, partly cuts off the 

 view, leaving a vista-like opening 

 through which the onlooker can see a 

 knoll, covered on the near slope with 

 Shasta daisies gradually running into 

 a field of coreopsis. Extending in an- 

 other direction from the gaillardia cor- 

 ner, one may see marguerites, with yel- 

 low and cream dahlias, appearing on 

 the off side in company with the 

 mignonette and some scattered grasses. 

 The effect of the whole is that of a 

 field of daisies of various colors, with 

 its up and down slopes all covered with 



long. In it there are 5,503 electric 

 lamps. Mr. Schulz has a space 15x25 

 to call attention to "the florist across 

 the street." The sign flashes auto- 

 matically; the rose in the center of the 

 Schulz space flashes out as if con- 

 jured by a magician. First the foliage 

 appears, then a bud and then a full- 

 blown Beauty, the lettering appearing 

 last. The sign was installed and is 

 operated by the Federal Sign System, 

 in which C. L. Washburn, of Bassett & 

 Washburn, Chicago, is one of the inter- 

 ested parties. 



A CAB IN FLOWERS. 



It is a small illustration, but it shows 

 a large design in the form of a passen- 



Railway Car in Flowers, by Peter Freeman, Aurora, III. 



the supposedly growing plants, broken 

 here and there by the ferns and 

 grasses. All the stems of the flowers 

 used should be in narrow jars or vases, 

 set close together and covered with 

 moss or otherwise hidden. 



To Blend and Separate. 



The purpose of placing the coreopsis 

 in the rear, separated from the gail- 

 lardias by the white and yellow of the 

 Shasta daisies, is twofold — to blend 

 and separate the strong yellow and the 

 strong red, and to light the rear. In 

 the same way the dahlias are separated 

 and blended. A wide range of color is 

 thus employed, yet correct color dis- 

 play is gained. 



.\ second color scheme, using the 

 same plan of arrangement, may be used 

 with pink and white cosmos, heliotrope 

 dahlias, wild asters and red clover, 

 with additional foliage in the shape of 

 ampelopsis with berries, and, if ob- 

 tainable, some branches of blackberry 

 in fruit. Cactus dahlias and clover are 

 but modified forms of the common daisy 

 type, the petals being quilled and multi- 

 plied. The dahlias and cosmos should 

 occupy prominent places, standing in 

 heavy clumps, while the wild asters and 

 red clover nestle under their shadows 

 in the less important places. 



The locality and the advancement of 

 the season will suggest their own ac- 

 cessory flowers and foliage for the 

 proper developineut of this and similar- 

 schemes. G. B. 



ELECTRIC ADVERTISING. 



The big electric sign opposite the 

 flower store of Jacob Schulz, in Louis- 

 ville, Ky., is attracting attention, not 

 only in that town but elsewhere. The 

 sign is sixty feet high and 100 feet 



ger coach made by Peter FretMiian, 206 

 Cedar street, Aurora, 111. The photo- 

 graph was supplied by the E. F. Winter- 

 son Co., who furnished the special wire 

 frame on which the design was made. 

 Mr. Freeman used white carnations and 

 sweet peas for the body of the piece, 

 with red roses for the lamps. The piece 

 gave excellent satisfaction to the cus- 

 tomer, who would accept no convon- 

 tional ]iicce. 



BERTERMANN'S DECORATION. 



When the President of the United 

 States is to be a guest at a banquet 

 it calls for something elaborate in the 

 'way of a decoration. When Mr. Taft 

 was at Indianapolis recently a banquet 

 was given in his honor at the Columbia 

 Club, in a room with which a great 

 many florists are familiar, for it has 



been the scene of several banquets to 

 trade visitors. The accompanying illus- 

 tration shows the decoration of Berter- 

 mann Bros. Co., also the President seat- 

 ed at the head of the table, surrounded 

 by Hoosier notables. The table center 

 was made eight inches lower than the 

 table proper, and was filled with adian- 

 tum, begonias, dracsenas and other foli- 

 age plants. Large vases of American 

 Beauties, with basket vases of the same 

 flowers, were placed along the edge of 

 the foliage center. An electric foun- 

 tain in colors proved to be an excellent 

 center for the green and variegaied 

 background. Boutonnieres of valley 

 and small flag bows were used as indi- 

 vidual favors. 



BHiLING CHARGE CUSTOMERS. 



Will you please tell, through The Re- 

 view, the best method of invoicing 

 flowers and plants to retail customars, 

 enclosing bill with the purchase or 

 sending total itemized bill at end of 

 month, or is there still a better way? 

 It will be interesting to us to know how 

 others do. A. L. M. 



There is no general custom in the mat- 

 ter of billing charge customers. Sev- 

 eral methods are in use, with no agree- 

 ment as to which is the best way — 

 it depends on the class of trade han- 

 dled. The practice of probably the 

 largest number of high-class retail 

 stores is to render a monthly bill. 

 Hardly any florists send bill with pur- 

 chase. The trouble with the latter 

 method is that flowers in a large pro- 

 portion of cases are not delivered to 

 the person to whom they are charged. 

 Where it is practicable, undoubtedly 

 the best method is the one employed 

 by the department stores, which send 

 bill with purchase when delivery is 

 made to the purchaser, but mail the 

 bill to the customer where delivery is 

 made to someone else, sending state- 

 ment at the end of the month. Such a 

 practice puts just one more detail on 

 the clerks and increases the chance for 

 mistake, while many florists catering 

 to wealthy trade feel that their patrons 

 would not like the obtrusion of a sales 

 ticket with every purchase of flowers, 

 though there is no exception to it in 

 the case of dry goods. Mailing a bill 

 for each purchase is open to the same 

 objection in the case of so-called high- 

 class trade, but does not seem to be ob- 

 jectionable in the case of such charge 

 work as bedding out. special decora- 

 tions and other orders from those not 

 almost daily patrons. H. O. 



MONTkNEORO-RIEHM CO. 



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Big Electric Sign That Pointi Out a Louisville Flower Store. 



