8 



The Weekly Florists' Review. 



Jdlt 27, 1811. 



sent a clump of the blooming plants. 

 Ovorhaiiginj; the back of this group 

 is a tree branch or a manufactured 

 substitute, su]iiioiting a hop vine, and 

 this, Avith the help uf a ijood sized fern 

 or two on the llunr, jtartly cuts olf the 

 \ iew, leaving a \ista-lil\e t>pening 

 through whiuii the. onlooker cau see a 

 knoll, covered on the near slope with 

 •Shasta daisies j^radualiy running into 

 a field of coreoi'sis. Exten<ling in an- 

 other direction from the gaillardia cor- 

 ner, one niay see nuirguerites, with yel- 

 low and cream dahlias, appearing on 

 the off side in company with the 

 mignonette and some scattered grasses. 

 ■|'h<' ell'ect of tlie whole is that of a 

 tield 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 Hashes 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 ami then a full- 

 blown Beauty, the littering appearing 

 last. The sign was installed and is 

 operated by the Federal Sign System, 

 in which C. L. Washburn, of Bassett i^ 

 Washburn, Chicago, is one of the inter- 

 ested parties. 



A CAR IN FLOWERS. 



it is a small illustration, but it sliows 

 ;i large design in the form of a passeu- 



Railway Car in Flowers, by Peter Freeman, Aurora, 111. 



flif .-iipposcdly ' ;;rnwiiig plants, lirokcn 

 here and tlii're by tlir trrns .-ind 

 grasses. All the stems ot' tiic tlowcrs 

 used should lie in narrow jar-; or \ ;i'<cs, 

 set close Together and iiui'ii'd with 

 riKixs or otherw i'-r jiiiidcn. 



To Blend and Separate. 



The purpdM- of placing the (■()rf(iji>is 

 in the rt'.ai', M-jiarated from the gail 

 l.'irilias bv till' wliitr and yellow of the 

 Shasta daisies, is twnfobb to l)lenil 

 and separate the strong yellow and the 

 strong red, and to light the rear. In 

 the same way the i|,ahlias are separated 

 ami blended. A wide range of color is 

 tlni< employed, yet eorreet color dis 

 pi.ay i-; gained. 



A --ei-iilld ' iiUir SLdlellii'. usin;^ the 



~ame }dan uf arrangement, may be used 

 with {link .and white cosmos, heliotroi'e 

 dahlias, wild asters and red clover, 

 with additional foliage in the shajic of 

 amjielopsis with bci'ries, and, if ol> 

 fainable, some lir.anches of blackberry 

 in fruit. Ca.-tus dahlias and clover are 

 but modified furins of the common dai>y 

 tyjie, the petals being quilled and multi- 

 plied. The dahlias ;ui<l cosmos shouM 

 occupy prominent jilaces. standing in 

 heavy clumj'S. while the wild aster.- and 

 red clover ne^-tle under their shaiiows 

 in the les« iiii|'ort,'int places. 



The b.irality :ilnl the .-nU .•iliceuielit of 



the season will suggest their own .ac- 

 cessory flowers ;iii'l foliage for the 

 proper de\"eliii'ineiiT ui' this and >iniilar 

 schemes. *!. I''- 



ELECTRIC ADVERTISING. 



The big electric sign opposite the 

 llower store of .lacob Schidz, in Louis- 

 ville. Ky., is attracting attention, not 

 only in that town but elsewhere. The 

 sign is sixty feet high and 100 feet 



ger c(p;icll made liv I'etiT I 'leeilia li. L:oii 



(Jedar stieet. .\urora. Hi. Tlie piioto 

 graph w,i< sii]iplied by the I',. I'. Winter- 

 son Co.. v\hii furnished the -|HTi;il wire 

 tianie iiii wliiidi the desi;:ii w.as iiueb'. 

 Mr. I'reeinan used \shite c;i ni.at inn- and 

 sweet Jieas for the body nl I he pieee, 

 with reil roses for tiie lamp-. I'iie piece 

 H'.ave cNcellent -at i-l';n-1 ion tc I lie cus- 

 tomer, who Wunlil :irre|il liii i-i.llVi.u- 

 I iiilKi I piece. 



BERTERMANNS DECORATION. 



When the I'le-idelit 111' the I'uited 

 States i- to lie a i^uest ;il :i li;in(|uet 

 it calls t'oi' sometliMi^ elabiirate in the 

 w.ay lit .-I decoi ;it ion. When .Mr. 'I'al't 

 \\;i> at I nd ian.a |iol i- reri'iitiv :i li:iiii|Uet 

 \\;i> i^ueii ill his honor :ii the 'ohimbi;! 

 • 'lull, ill a room with whi.-h a ure.at 

 maiiv tloiists .are t'.amili.ar. for it has 



been the scene of several banquets to 

 trade visitors. The accompanying illus- 

 tration shows the decoration of Berter 

 maun Bros. Co., also the President seat 

 ed at the head of the table, surrounddl 

 by lloosier notables. The table center 

 was made eight inches lower than the 

 table proper, and was filled with adian- 

 tuin, begonias, draca-nas 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 variegated 

 background. Boutonnleres of valley 

 and small flag bows were used as indi- 

 vidual favors. 



BILLING CHARGE CUSTOMERS. 



Will you please tell, through The l\e 

 view, the best method of invoicing 

 flowers and plants to retail customers, 

 enclosing bill with the purchase or 

 sending total itemized bill at end of 

 month, or is there still a better waj'if 

 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 

 died. The jiractice of probably the 

 largest number of iugh-class retai 

 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 [iracticable. undoubtedly 

 the best method i- the one employed 

 by the depart III! lit -toies, which send 

 bill with purchase when delivery is 

 made to the purcli.isir, 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 

 jiractice puts just one more detail on 

 the clerks and increase^ the ch.ance for 

 mistake, while tnany florists catering 

 to wealthy trade feel that their patron> 

 would not like the obtrusion of a wales 

 ticket with every )nirchase of flowers, 

 though there is no exception to it in 

 the i-ase of dry i^oods. Mailing a bill 

 for each ]nircha>e is open to the same 

 objection in the case of so-called high 

 (lass trade, but does not seem to be ob 

 .iectionaVde in the case of such charL^e 

 work as bedding out. special decora 

 tions and other order- from those not 

 almost daily patrons. H. 0. 



LOUISVILLE 



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TOMDMNAPOUS 



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MONTENEORO-MEHM Ca 



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i tOTN PHONCS 2044 



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RNOOCS-BURFORD i 



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SCHOPPENHORST 



MT CLEANINC 



f OrCINC CO 



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JACOB SCHULZ 



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Big Electric Sign That Points Out a Louisville Flower Store. 



