December 14, 1911. 



The Weekly Florists^ Review* 



33 



Corner Windows of the Wienhoeber Store, Chicago, Showing Christmas Decorations. 



for the decorator. You can sell a h)t 

 of these, either in the altogether, as 

 the painters' say, or dresseW. There is 

 scarcely any limit to tlie elaborateness 

 of the trimming. Florists who have 

 ■wealthy trade have put the trees in 

 handsome liaskets and rigge<l them ui» 

 with electric lights, etc., to the point 

 where the selling price was that of a 

 good basket of blooming plants. 



THE STORE WINDOW. 



There arc two distinct tyjics of win- 

 dows, not to take into consideration 

 the windows that are inten<leil to illus- 

 trate some special event. 8o many de- 

 partment stores have Santa Claus in 

 the window the week before Christ- 

 inas that the florist around the corner 

 usually prefers to leave that sort of 

 thing alone at the holidays and stick 

 to the straight llower display. Then 

 he has the two choices: llt^ may either 

 <'row(l it full of stock, or he may put in 

 only a little. There seems to 1)(> ne 

 middle ground; either th(> window must 

 be simple in the extriune or it must In; 

 so full that it strikes the eye as a riot 

 of color. 



The simple window is a ditlicuit jirop- 

 osition, for it takes a real artist to so 

 arrange one that it does not look bare 

 rather than attract ixc. Also, tiiere is 

 the sonu'what general Ixdief that the 

 simple window does not sidl goods the 

 way the well tilletl one does. Kor these 

 reasons the average llorist lills his w in- 

 flow as full as it W(dl can Ik' liilcd. lie 



crowds it. This is specially true of the 

 downtown stores, where many p(>opie 

 pass. They usually have a good share 

 of the stO(dv-in-traile in the windows, 

 and (|uite a few have the windows 

 fitted up for refrigiM'ation, using them 

 Just as the ice-box is useil. The man- 

 agers of these stores are thoroughly 

 coM\inced of the truth of the saying 

 that ill this business you can not S(dl 

 what you ha\t'ii't got, and they aim 

 to show the jteople that they liavc got 

 the goods. This class of window could 

 not be any fuller at Clirislmas than 

 it is at otiier times — the (liaiic(>s are 

 that it is not so full, for some of the 

 cut Mowers proliably have been reniovt'd 

 to make way for the display of Christ 

 mas speciiilties, bright an<l gay. There 

 are Ixdls and more bidls, wreaths and 

 more wreaths, balls and ribbons and 

 mats — and don't forget the lights'. It 

 takes a good eye to till up a window 

 and a\()itl a clash of colors, but at 

 Christmas e\erythiiig is so red that 

 the daiiiicr is nMJucetl to a mininiuin. 



VAPOR ON STORE WINDOWS. 



lM(>ase learn for us if you can, 

 through your columns, how the llorists 

 in the north build their store windows 

 so that sweat and frost will lud form 

 on the glass. T. S. ( '. 



Xiithing is more cJiscouiMgiiig to the 

 wimlow trimmer in a retail Ibiwcr store 

 tiian to find that nil his elVorts .-iic (d)- 

 scurrd ii\' a i-oatih;' ol' moisture or t'rcist 



nil tiie ]date glass. In almost every 

 line of business this same trouble is 

 experienced, but we llorists get tlu> 

 worst of it, on account of the |iresence 

 of so iiiiuli moisture in the ;iir. The 

 trouble, however, can be jirevcnted to 

 a certain extent. 1 say, to a certain 

 extent, for it is jiract ii'iilly impossible 

 to |irt'\'ent steaming ot' windows on 

 soiiie (jays. 



A circulation ot' air on the inside of 

 the glass is one of the best r<'iiiei|ies. 

 In order to (ditaiii this. \;uiipus inctlio<is 

 of construction are in use. In the lirst 

 |ilai-e. the air must ha\c some means of 

 entering just b(dnw the glass, either 

 through Indes in tlie sashes, or by 

 means of \ cut ilators, or saslu's sjieiially 

 i-onstructed for this purpose, 'i'iie cool 

 air, on entering, iiciomes warm aii<l 

 rises, passing out through an outlet 

 above the show window, and thus a 

 continuous Itow o'.' air is iiroiluced. The 

 o|ieniiig abo\(' is usually in the form 

 of a transom, built into the prism glass 

 now usee! so extensixciy. In extreiiudy 

 cold weather, howcNcr. there is danger 

 nt' I'rce/ing your window displa\'. espe- 

 i-ially during the cold nights; this dan- 

 ger necessitates the (diei king of the cur- 

 leiit of cold air. and there is a siibsi'- 

 iiuent steaming ot' the gla>s. 



Some llower stores have a 1 iioh or 

 1' inch o|iening between the lloor ol' the 

 window and tli«' sill, so that the w;irm 

 ;tir arising t'rom a steam or hot water 

 |>ipe m;iy pre\eiit the moisture' from 

 I'ree/.iiig or eiitiicdy (d's<Mililig the \ iew. 

 l>o;ilde ^la'<~, 1 lielie\e. has Ih'ch n-;e(| 



