Adgust 3, 1911. 



The Weekly Florists' Review* 



9 



j THE RETAIL 



I -^&^ FLORIST 



WHAT THE ACCESSOEIBS MEAN. 



Have you ever realized that your 

 customer takes you as you appear, and 

 by what you put before himt 



Do you realize that an appropriate 

 suggestion in a finished way, put into 

 action, counts for more than argument? 



If your suggestion makes a favor- 

 able impression, then you realize that 

 any arg^uments or explanations would 

 create confidence, more than would 

 have been the case had the first im- 

 pression been unfavorable. 



Now, it is plainly to be seen and un- 

 derstood that every purchaser judges, 

 and judges well, as you do as a pur- 

 chaser. The flower buyer not only 

 judges you, but your suggestion and 

 then your finished work. Therefore 

 we must remember that ' ' appearances 

 make lasting impressions, from which 

 opinions are formed." Impressions 

 that are satisfying always bring good 

 returns. S. S. 



THE FETTERS AXJTOMOBHJ!. 



E. A. Fetters, the Detroit retailer, 

 uses a delivery auto made by the Oliver 

 Motor Car Co. The car has already 

 covered many thousands of miles and, 

 although Mr. Fetters was at first some- 

 what skeptical about changing from 

 horse to automobile delivery, he has 

 often wondered since how he ever was 

 able to get out his orders before. Re- 

 cently a whole automobile load of 

 funeral work was delivered to Algonac, 

 Mich., a distance of about 115 miles 

 round trip from Detroit, over bad roads, 

 in the course of an afternoon. The 

 car is equipped with solid tires. H. S. 



A FEW SUMMER WINDOWS. 



Seasonable Outdoor Scenes. 



While it is true that there is less 

 to encourage one to keep up his stand- 

 ard of tasteful window exhibits during 

 the summer, it is also to be remembered 

 that material is more plentiful, more 

 time is at command and a larger vari- 

 ety tempts to new efforts during this 

 season. Let the summer windows smack 

 of outdoor scenes, of cool retreats, with 

 now and then a glimpse of water. 



Let some one flower be the principal 

 exhibit sometime during the height of 

 its season. With it use, as an acces- 

 sory, some other flower which is har- 

 monious, both as to color and style. 

 The amount of the accessory flower 

 should be less in bulk than the principal 

 flower to be shown. Never allow one 

 flower to rival another in brilliancy, 

 quantity or prominence of place in 

 the design. At this time" the design is 

 the window decoration. Neither should 

 different colors of the same flower 

 which may be used at the same time be 

 allowed to so rival each other, even 

 though the colors may be harmonious. 

 Let one pronounced color hold the place 

 and all others be subordinate in tone 

 and quantity. 



Again, let us bear in mind that foli- 

 age plays a prominent part in a floral 

 scheme, and it is just as easy to spoil 

 a fine color effect by the introduction 

 of the wrong foliage as by a discordant 

 note in floral color. 



Salvia in a Harvest Field. 



The likeness in form of salvia and 

 wheat, together with the color har- 

 mony^ makes a seasonable and pleasing 

 combination for a window decoration. 

 Of course, provide more of the salvia — 

 not necessarily more in quantity, but at 

 least in effectiveness. Lay on a back- 

 ground of loose wheat over the floor. 

 Damaged sheaves of bleached wheat 

 may be cut and so scattered, or the 

 native ripe wheat may be used. Set 

 the long sprays of the salvia in several 

 wide vessels, using Japanese holders or 

 wire frames to hold the stalks apart as 

 they appear when growing. Use wheat 

 in with the salvia, as if it, too, were 

 growing among the salvia, but in lim- 

 ited quantities. Close around the ves- 

 sels of salvia rake more loose wheat, 

 making the cluster of salvia look like 

 a patch left standing in the harvest 

 field. 



A little behind, or at some other con- 

 venient distance, set a high dish, full 



or in various other designs for elderly 

 people. 



Petunias and White Drapery. 



Petunias are often to be had in quan- 

 tity and ought to make a good window 

 decoration. The value of the decora- 

 tion will depend somewhat upon the 

 choice of accessory flowers, with per- 

 haps some soft drapery, such as white 

 silk. Upon a pole that extends acrpss 

 the middle of the window lengthwise 

 may hang two curtains of the white 

 silk, one draped toward either side. 

 Mass the petunias solidly behind the 

 curtain and in front. In Kift vases, 

 suspended by violet cord from the cur- 

 tain pole at regular intervals against 

 the drapery, arrange two or three choice 

 blooms to a vase. Have the arrange- 

 ment alike in all the vases. !Pive or 

 six vases to a curtain would probably 

 be enough. The finished design should 

 resemble a conventional decoration on 

 the silk. In this decoration the pe- 

 tunias should be fine specimens of dou- 

 ble crimson-purple or the purple and 

 white varieties. The floor groups in 

 the decoration might be benefited by 

 the addition of some white day lilies. 



Hydrangeas with Farleyense. 



Whatever other uses may be thought 

 fit for the majestic Adiantum Farley- 

 ense, it shines with Hydrangea panicu- 

 lata. A window which shall hold but 

 one immense bunch or basket of these 

 flowers, with their own foliage and a 

 generous allowance of Farleyense 

 fronds, with a train of autumn-shaded 

 ribbon in salmon, yellow and green, 

 makes a creditable decoration. Add a 

 suggestion of salmon pink in a clump 

 of phlox just where the sight fails to 

 detect anything definite in the rear. A 



.K.'IlT» ■I*. »■.■ 



Delivery Car of E. A. Fetters, Detroit. 



of the salvia, arranged as the first ones. 

 Bind wheat around it and tie with a 

 sheath of cocoa fiber, bark, a frayed 

 Porto Eico mat, or an immense bunch 

 of fiber ribbon. Continue to strew loose 

 wheat throughout the window. Finish 

 at the rear with a group of naturally 

 placed ferns. The wheat can be used 

 afterward in trimming baskets, or for 

 home-coming dinners, Thanksgiving 

 decorations, as ties for casket sprays 



ground of oak leaves will make a good 

 setting for this decoration. 



For a window of marked contrasts 

 have a decoration of single scarlet ge- 

 raniums and Shasta daisies, the gera- 

 niums being the principal flower. The 

 most brilliant scarlet which betrays 

 yellow blood will be found the best 

 with the yellow of the daisy centers. 

 Something of a more formal design may 

 be attempted with the geraniums in a 



