The Weekly Florists^ Review* 



OCTOBEK 14, 1<I09. 



^•^^•^■^•^.<^^.'^^.<#^.^<^.^*^.<#^-fer#^-fer»^--yr^-'yr»>--yr»>-fer»>--^^-^r»>'^g 



THE RETAIL 



FLORIST 



f'i» ^<<^.<<%.^'^.<»^.<W^.<<^.'W^.'i*^'^r»!>'fer»)-yr»>-fe^-fer»)-^ 





A PRIZE WINDOW. 



One of the features of Seattle day in 

 the Pacific coast city of that name was 

 a competition among merchants in the 

 decoration of their show Avindows, prizes 

 being awarded for the best displays. The 

 second prize was awarded to a music 

 house, which i)ut up a distinctly novel 

 decoration. The large show window was 

 curtained, sides and back, with heavy, 

 rich velvet, and in the center of the win- 

 dow there stood a life-sized grand piano 

 made of flowers. The florist used a wire 

 frame, the same as for a funeral piece, 

 mossed it and filled the frame with asters, 

 outlining it with smilax. The piano was 

 complete in every detail, keyboard, mak- 

 ers' name, music rack and even upraise:! 

 cover, the under side of which was filled 

 with small and darker flowers. At each 

 side of the window there was a pedestal 

 which carried a large made-up basket of 

 blooming plants or cut flowers. Heavy 

 wide ribbon bows on the baskets, with 

 long streamers, added much to the com- 

 pleteness of the arrangement. 



A NEW CLEVELAND STORE. 



The illustrations on page 7 are made 

 from photographs taken October 4, the 

 date of the opening of the new retail 

 flower store of the Jones-Russell Co., 

 Cleveland, O. The members of the con- 

 cern are Harry Jones and Charles Rus- 

 sell, both formerly with the J. M. Gasser 

 Co., and Mr. Barber, formerly of Alli- 

 ance, O. The location is on Euclid ave- 

 nue, in the new business district on that 

 thoroughfare. The illustration will serve 

 to show how up-to-date the store is in all 

 its details. 



RETAILERS' ADVERTISING. 



Advertising is almost as contagious as 

 chicken-pox, but unlike the juvenile in- 

 fections, one does not quickly recover 

 from it; once a retail florist starts ad- 

 vertising, he never stops. An advertiser 

 once remarked that advertising is to busi- 

 ness what steam is to a locomotive — the 

 thing that makes it go. At any rate, the 

 advertised business is the one that really 

 does go — and every retail florist ought 

 to advertise regularly. 



The trouble with the average florist's 

 advertising is that it does not advertise — 

 it merely tells his name and occupation ; 

 it wholly misses the opportunity of in- 

 spiring a desire for flowers in those who 

 read the advertisement. 



A good advertisement has some talk 

 about the stock the florist wants to sell; 

 the best advertisement tells how much 

 money the florist wants for the stock. 



In Chicago the leading retailers are 

 acquiring the advertising habit. One of 

 them started it and his business seemed 

 to thrive. Now all the leaders are using 

 high-priced space on a regularly thought 

 out plan. Tte accompanying illustration, 

 showing the advertisement of the Bohan- 

 non Floral Co., which recently moved into 

 a new store in the University Club build- 



ing, is an example of what is being done. 

 Of course, it pays; if it didn't, they 

 wouldn't keep it up. But they use only 

 one paper — the best — not everything that 

 comes along. 



Once upon a time there was a business 

 show at the Coliseum. A large sign hung 

 over the booth of one of the exhibitors. 

 It read: "If your business is not worth 

 advertising, advertise it for sale. " 



MUMS AT NEW ORLEANS. 



The crop of chrysanthemums, which 

 was quite promising a few weeks ago, 

 took a bad turn after the last storm. 

 Some growers suffered quite heavily, but 

 stock is not going to be really scarce, as 

 some growers have been successful in 

 both quantity and quality. Going among 

 a few places, I found that Dan Gutler's 

 greenhouse had been badly battered by 

 the wind, but his chrysanthemuriis stood 

 it as well as could be expected in a sash 

 house. He will cut some good flowers, 

 also dahl^s, which will be in demand, 

 few patches having been spared by the 

 storm. 



James A. Newsham has 10,000 mums 

 outside-grown, but well protected with 



been good except for the one stciiin j,„, 

 no doubt the demand is going to i . ■ L^ j 

 Otherwise business is dull, but it ^ 

 expected that the fall trade wl 

 open. M. 



to be 

 soon 

 L. 



A BID FOR BUSINESS. 



I organ 

 ides, 



Mount Greenwood cemetery, 

 Park, 111., where W. N. Rudd ] 

 sends out "A Suggestion to Lo* Own 

 ers, " which may also afford a sup ^'stion 

 to florists who do cemetery woi', j,, 

 the big cities many of the cen teries 

 derive a considerable part of tlnh- Jq. 

 come from the care of graves iiinl do 

 anything from sodding and boxing to 

 the placing of wreaths and sprays ol' cut 

 flowers on the graves. Where the i oinc 

 tery does not itself do this work, the 

 cemetery ofiicials usually are ready to 

 supply the florist with the names of lot 

 owners, if, indeed, he does not already 

 possess a considerable list of these people 

 through the work he has done for them. 



In the spring it is good business to 

 send a neatly printed circular to each lot 

 owner, soliciting orders for planting the 

 graves for summer. In the autumn 

 Mount Greenwood suggests to its lot 

 owners the rate at which graves will be 

 covered with evergreen boughs for win 

 ter and adds the following on bulbs: 



SPRING FLOWERING BULBS. 

 Tulips, hyacinths, sclllas and other Imllis 

 planted In October will bloom very iiUoly 

 earl.v next spring, while It Is still too oarly 

 for the summer flowers. 



HYACINTHS. 



Larse spikes of fragrant flowers — wUito, pink 

 or blue. 



Adult Craves (48 bulbs) $o.0(i 



Small Graves (24 bulbs) 2.50 



TULIPS. 

 Large showy flowers — white, red, pink or 

 yellow. 



Special Sale 



Rillarney, My Maryland, Richmond 



Cbbioe, lonj stemmed, selected flowers, fresh cut, 

 andi as you pay $2 to $2.50 per dotea. On sale 



Today, Satarday and Saaday— 



$1 and $1.50 Per Dozen 



Shipments of English VioUu and Ran OrehUa 

 received daily and arc arran|fed in a Tery beautilul 

 ribbon effect 



Flower* Skipped tntyirUn 



OHANNO 



'FLORAL CO , 



11 East Monroe Street 



University Clnb BaiMinf 



Chicago i 



PBONE BANDOLra 1709 J 



An Example of the Daily Newspaper Advertisiog of Chicago Retailer** 



glass. They will come in just right. He 

 is all the time increasing his stock of 

 orchids, disposing of all the flowers at a 

 good price. 



M. Cook's Son has a large quantity of 

 Robinson mums planted in a fresh piece 

 of ground. They are fine. His stock 

 under glass is excellent, one house being 

 extra good. 



In fact, and from what I hear from 

 other places, it seems that flowers will 

 not be scarce. The growing season has 



Adult Graves (75 bulbs) . - 



Small Graves (40 bulbs) 



SCILLAS. 



Small blue flowers; very early ■°^. ';','« 

 Often bloom when ground Is white wltn 

 Especially recommended. ^ . 



Adult Graves (200 bulbs) ": vi 



Small Graves (100 bulbs) V ^ 



The evergreen covering Is especially 80'"' 

 all bulbs. . J, 



Above prices are for flrst-class bulbs; 

 cheaper stock we do not handle. . 



Prices do not Include boxing of graves, *""■ • 

 however. Is generally not necessary. 



i. rf-.- -o 1.. 



