Fehhi'AUV o, 1014. 



ITic Florists' Review 



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15 



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The Goddess ol Ijove as the Feature of a Florist's St. Valentine's Day Window Decoration. 



ent answer to the question. Jf the sum 

 of money you are prepared to spend will 

 buy sufficient space, we should recom- 

 mend daily advertising. However, it 

 seems likely that the sum you mention 

 would purchase only an inconspicuous 

 card for daily publication. Conse- 

 quently it would be advisable to ap- 

 pear less frequently, but none the less 

 regularly. 



We know little of the conditions in 

 your location, but our idea of the town 

 and newspapers there is that $5 would 

 make an extremely small showing if 

 devoted to one issue. It seems to us 

 that it would be your best plan to ad- 

 vertise only once a month, or before 

 each special flower day, putting all 

 your expenditure into one or two spe- 

 cially seasonable issues and thereby get- 

 tmg a big enough space so that every- 

 body who reads the best paper in your 

 town must see your advertisement. Give 

 St. Valentine's day a boost. Then lav 

 off until Easter. After that wait until 

 Mothers' day. Then give Decoration 

 day a showing. If you are not a good 

 writer of acjvertising, get someone who 

 is proficient to plan your ads for you — 

 it makes a lot of difference what is 

 said and how it is said. 



A ST. VALENTINE'S DAY WINDOW. 



Horace E. Hughes, the Chicago flo- 

 rist, has an especially attractive win- 

 dow display for St. Valentine's day. 

 But inasmuch as the decoration is a 

 subtle creation of movement and color. 



the accompanying illustration only 

 partly conveys its real beauty. It is 

 one of those things that must b^ seen 

 to be appreciated. 



The goddess of love, dressed in ;i 

 filmy white gowns, with a golden, star- 

 set crown and silver wings, rides in a 

 silver chariot outlined by various 

 t'olored,'minute electric lights. Twenty- 

 six brilliant, spotted butterflies, kept 

 in constant motion by concealed elec- 

 tric fans, are in the act of sailing the 

 god(|ess over a large goldfish pond, 

 which is artistically arranged in the 

 floor of the window. The chariot is 

 laden with the Hughes valentine boxes, 

 which Mr. Hughes designed. It is a 

 mediocre imagination indeed that can- 

 not picture the fair goddess raising her 

 magic wand and tightening the ribbons 

 on her dashing butterflies, as she drops 

 a box of flowers at the door of every 

 sweetheart. 



Mr. Hughes has a frontage ou Van 

 Buren street <if seventy-five feet, di- 

 vided into six large plate-glass win- 

 dows. The St, Valentine's day display 

 occupies the two central windows, 

 twenty-four feet wide and ten feet in 

 depth, one-third the entire window , 

 space. The two east windows display 

 palms and ferns, with a painted back- 

 ground of mountain scenery. The two 

 west windows are devoted to cut flow- 

 ers, with the interior of the store as a 

 background. The ceiling, a mass of oak 

 leaves dotted with colored electric 

 lights, lends a suggestion of Arcadia 

 that not only enhances the St. Valen- 



, tine's display but will add to the^ef- 

 feetiveness of the Abraham Lincoln and 

 (Jeorge Washington scenes that will 

 immediately follow, for Mr. Hughes 

 takes considerable pride in his rapid 

 *^l»a"ges. c. F. Walsh. 



TABLES AT CLEVELAND SHOW. 



Described by a Detroit Eetailer. 



The following description of the table 

 decorations by the Cleveland retailers, 

 which were the feature of tliis year's 

 exhibition by the American Carnation 

 Society, is by Oscar Strand, artist for 

 the L. Bemb Floral Co., of Detroit. 

 The raisers of new varieties each sup- 

 plied 150 to 200 flowers of his novelty. 

 These were distributed by lot among 

 the Cleveland retailers, one variety to 

 each retailer, and the retailers were al- 

 lowed to use them any way they saw 

 fit, in a table decoration. The results 

 were excellent. The tables each were 

 set for six persons. The following is 

 the technical description of one who 

 studied materials and d«sign as well as 

 effect,. 



Smith & Fetters Co. 



The table arranged by Smith & Fet- 

 ters Co. was with Carnation Gloria, light 

 pink. In the center of the table was an 

 antique gold vase filled with Gloria, 

 draping over artistically, trimmed with 

 pink ribbon to match Gloria, combined 

 and covered over with a 3-inch gold 

 lace maline. At the foot of the vase 



