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The Weekly Florists' Review* 



April 14, 1910. 



View in Store of Yoess Gardens G)^ Newburgh, N. Y. 



value, this price to include transporta- 

 tion, arrangement if desired, and a cover 

 on each pot. Ferns should bring more 

 than palms, in proportion to their value, 

 as they are more easily injured. A fern 

 that you would sell, retail, for about $1 

 should rent for from 25 cents to 35 cents. 

 This may seem a little steep, but after a 

 fern has been rented two or three times 

 it is not fit to sell at half its original 

 Talue. 



The foregoing figures would be for 

 renting the plants for from one to three 

 days. If they are wanted for a longer 

 period, the charge should be half as much 

 again. A palm which would rent for 50 

 cents for two or three days is easily 

 worth 75 cents for the week, as they 

 often come back with a leaf dried up. 

 Exposure to the dust and dry heat in a 

 store is also injurious. 



In these northern states, where we have 

 such long, cold winters, many florists 

 charge more for renting plants during the 

 winter months, as the risk of their be- 

 ing frozen or partly frozen is so great. 



From the inquiry, it appears that K. N. 

 wishes to make a profitable business out 

 of renting palms. There are florists who 

 will throw in or loan free of charge a 

 dozen or so of palms for a wedding or 

 funeral, providing they receive the 

 flower order. Perhaps they charge enough 

 more for the flowers to pay for the palms. 

 Still, this is hardly plausible, for the 

 public know pretty nearly what flowers 

 cost. I would not advise this plan, for it 

 hurts one's own business — cheapens it, in 

 fact. When an undertaker sells a casket, 

 does he give the use of his carriages, etc., 

 for nothing? Hardly. 



Never overcharge, but have backbone 

 enough to ask a fair price for your stock 

 and you will gain the respect of a good, 

 desirable class of customers. Hi^^ 



, Norfolk, Conn. — Bobbins B. Stoeckel 

 is planning to erect a barn and green- 

 house on his property on the Litchfield 

 road. 



Great Falls, Mont. — M. Kranz, pro- 

 prietor of the Montana Floral Exchange, 

 recently opened a new flower store at 405 

 Central avenue, this city. 



NEW SOURCE OF BUSINESS. 



This is the season for the reappearance 

 of the automobile parade as a factor in 

 the flower business. Indeed, the season is 

 starting earlier this year than ever be- 

 fore. 



Last year's automobile parades were so 

 successful that they promise much good 

 business for the florists this season, and 

 in seasons to come. The illustration 

 on page 8 gives an idea of what good 

 orders such a parade of . decorative ve- 

 hicles means to the florist. This is an 

 auto decorated by A. Wiegand & Sons for 

 a parade in Indianapolis the last day of 

 March. Nothing but natural flowers was 

 used, including 1,000 carnations and 400 

 American Beauties. 



There are those who say that the auto- 

 mobile has done injury to the flower 

 business; that people who ride in autos 

 are too possessed of the speed mania to 

 have thought of flowers, but if we can 

 get them to spending their money for 

 decorations like these it may be the 

 means of the florists breaking even, or a 

 little better. 



CARBONE'S FLOWER STORE. 



Mention has already been made, on 

 several occasions, of the charming and 

 artistic new flower store opened during 

 the last winter by Philip L. Carbone, at 

 342 Boylston street, Boston. Mr. Car- 

 bone has been in the florists' business 

 some fifteen years. He formerly occu- 

 pied a smaller store, in a basement at 

 256 Boylston street, the lease of which 

 ran out and which was only vacated a 

 few days ago, as well as a store at Har- 

 vard square, Cambridge. The new store 

 is the most unique of its kind in Boston 

 and perhaps in America. It has a depth 

 of 150 feet and ample height and 

 breadth, with two large show windows. 



Much of the charm of the store is due, 

 however, to the fact that it is not on one 

 level, as can be seen by the illustra- 

 tions on page 7. A broad, handsome 

 staircase about the center of the store 

 leads to an upper floor, where there is a 

 bewildering display of Italian and other 

 ware, suitable for vases, urns, window 

 and piazza boxes and other purposes. 

 Many of these contain aspidistras, Phoe- 

 nix Eoebelenii and other plants, to show 

 how excellently adapted they are as plant 

 receptacles. A balcony on the same 

 level runs the whole length on each side 

 of the other portion of the store, this be- 

 ing also used to display the extensive as- 

 sortment of imported pottery. 



This store is unlike the average flower 

 store. There is no crowding of the win- 

 dows with masses of plants and cut flow- 

 ers, but suitable receptacles are used to 

 show off each variety's individuality. 

 The same ideas of good taste prevail 

 throughout the store. Mr. Carbone 's aim 



Easter Show Window of the Yuess Gardens G). 



