Afsil 28, 1010. 



ThcWeckly Florists' Review. 



I THE RETAIL 



l'^^^^ FLORIST 



1^ , m 



MOTHERS' DAY. 



The White Carnation. 



Arms that held us close when our child-hearts bled with grief; 



Lips that kissed the hrine-drops from our grimy, childish cheeks ; 

 Eyes that watched our footsteps with a fondness past belief, 

 This the loving message that the White Carnation speaks: 

 "Fragrant is the memory rising at the thought of you; 



White as driven snow-flakes in the love your love inspires; 

 Heeded now the lessons that in childhood we were taught of you; 

 Breathe the incense rising from our praise-fanned altar fires." 



Ears that heard our wailing when all others slumbered soundly; 



Hands that toiled unendingly and feet that never tired; 

 Heart that will be loyal though the whole world hate us roundly; 

 Souls that gave, though in return so little you required, 



This one paltry payment on the boundless debt we owe you — 



Mother, look across the years and see owr simple token! 

 In its snowy fragrance read that, tardily, we know you; 



Take from it the message that long since we should have spoken. 



— Book of the Boyal Blue. 

 this In a Mothers' day article Saturday, May 7. 



Get the editor of your local paper to publish 

 Mothers' day is May 8. 



, Time to Get Busy. 



Well, what have you started to help 

 along Mothers' day? Seen the mayor 

 about issuing a proclamation? Called 

 the ministers' attention? Spoken to the 

 local newspapers? Written any adver- 

 tisement? If you haven't done at least 

 some of these things you are missing the 

 one best bet of this glad spring season. 



We can't expect ready-made flower 

 days — we've got ^o do something to work 

 them up. Got to push, not sit idly by 

 and say "What's the use? I'll get my 

 share anyway. ' ' Everybody ought to help 

 where everybody stands to win. 



Don't fail to get your best local news- 

 paper interested. If your leading paper 

 features Mothers' day, the other papers 

 are sure to take it up — always do — sim- 

 ply can't let it alone if their leader 

 pushes it. 'Tis ever thus. Watch and 

 see. 



The success of Mothers' day in your 

 town largely lies with your newspapers. 

 Interest them and you interest the 

 churches, the schools, the lodges and the 

 general public. 



But the newspaper must have some- 

 thing to talk about — can't simply spin 

 a story out of nothing. The best propo- 

 sition is to get the mayor to issue a 

 proclamation calling pubUc attention to 

 Mothers' day. Get him to hand this out 

 to the newspapers and they have a basis 

 for a story. Then get them to play it 

 up — to interview the ministers about 

 what special services the churches will 

 have. There isn 't anything needs adver- 

 tising more than a church does and they 

 all will jump at the chance. 



The Proclamation. 



All over the country last year mayors, 

 and even governors, issued Mothers' day 

 proclamations, but none of them were 

 better than the model set by the mayor 

 of Lincoln, who has the credit of having 

 issued the first one for Mothers' day. 

 The Eeview printed it last week, but 

 here it is again: 



MOTHERS' DAY PROCLAMATION. 



Office of the Afayor, 



City of Uncoln, Neb. 



To the People of Lincoln: 



The secretary of the Lincoln Young Men's 

 Christian Association having suggested that 

 Sunday, May 10, be observed by the people of 

 this city as Mothers' day, every man to wear on 

 that day a flower in honor of his mother, I have 

 been requested to ask for general compliance 

 with the suggestion. 



Therefore, in pursuance of this request and 

 as mayor of the city of Lincoln, Neb., I hereby 

 recommend that by general consent, Sunday, 

 May 10, 1906, be set apart as Mothers' day and 



the orphans In public and denominational Insti- 

 tirtlons. 



It is eminently fitting that in this, as in 

 other worthy movements, Lincoln take the lead. 

 Let us hope that the first Mothers' day observed 

 In this beautiful city will be so successful and 

 inspiring that other cities will, In future years, 

 follow the example. 



Witness my hand as mayor of the city of Lin- 

 coln, Neb., this 6th day of May, A. D. 1908. 

 P. W. BROWN, Mayor. 



The date is the second Sunday in May, 

 which brings it May 8 this year. 



Get busy. Interest all the people you 

 can in Mothers' day. Get something 

 started — and write the Eeview telling 

 how you did it and how it panned out. 



A NEW LOS ANGELES STORE. 



The accompanying illustration is re- 

 produced from a photograph of The 

 Roserie, the new store of the Roth-Eey- 

 mond-MuUer Floral Co., at 721 South 

 Broadway, Los Angeles. The store was 

 designed by Eugene Eoth. It is said 

 to be the lightest store in the city, hav- 

 ing three skylights. 



The fern arbor, which can be seen 

 through the open gates, has latticed sides 

 and top, from which many large baskets 

 are suspended. Long plant tables, 

 built on both sides of the arbor and 

 through the^middle, are filled with ferns 

 and seasonable plants. There is a large 

 workroom in the rear. In the front part 

 of the arbor is a smaller room, used for 

 arranging flowers, while a similar room, 

 opposite, serves as the oflSce. The parti- 

 tions are of latticework. 



The store walls are decorated in old 

 rose and the fixtures are in a light olive 

 green. The two show windows are of 

 good size and are always attractive. 



S. A. C. 



RETAILERS' ADVERTISING. 



In England the trade is just taking 

 up to the idea that advertising is a power 

 capable of influencing the demand for 

 flowers and plants, and the trade papers 

 over there are devoting considerable 



The Roserie, Los Angeles, CaL 



that on that day every man and every boy la 

 the city of Lincoln and every visitor within 

 our gates, wear a flower in honor of his mother. 

 And I suggest that the day be made a special 

 occasion for sending flowers to the invalids In 

 Lincoln homes, to the sick In hospitals and to 



space to a discussion of the subject, one 



contributor having the following to say: 



"I maintain that the day has gone 



when a florist aspiring to do a large busi- 



