

10 



The Wedfeiy Florists' Review^ 



OCTOBDB 5, 1911. 



underneath by a stiiF, light brush of 

 wild smilax, huckleberry or autumn 

 foliage. Bring the stems through and 

 tie over the stems of the mums, in 

 place of ribbon. Wild brier foliage 

 in autumn tints gives a desirable tone 

 to chrysanthemum baskets and sprays. 



Other Flowers With Mums. 



Mixing with other flowers, in the or- 

 dinary meaning of the term, is not to 

 be tolerated with mums. If, however, 



-'■»»- 



with valley or Soman hyacinths, and 

 one would likewise admire the exquis- 

 ite veiling which Stevia serrata would 

 throw upon a casket bunch of yellow 

 mums, while equally desirable would 

 be a streak of brilliant ampelo^is 

 with the berries, streaked through from 

 the stem to the tip of a fine, large 

 spray, of light cream mums. As de- 

 lightful a combination would be a long- 

 stemmed spray of bronze mums with 

 a tie of Perle roses.' " 



Dahlia Display at A. ^iegand & Sons^ Indianapolis, September 26, 1911. 



it means the introduction of some 

 other flower in streaks, showers, stem, 

 tie or veiling effects, many of them 

 will bl welcome additions. For in- 

 stance, a spray of medium-sized helio- 

 trope mums may be tied with a spray 

 of American Beauty buds, but when it 

 comes to laying in a Beauty and a 

 mum and a Beauty and a mum — never, 

 for the sake of both Beauties and 

 mums. 



One could look with pleasure upon a 

 spray of white mums showered with 

 violets, or a spray of pink showered 



A quick analysis of the style of 

 flower and an intelligent blending of 

 size and kind, then, characterize both 

 fine taste and catchy designing. 



G. B. 



WIDTH VERSUS LENGTH. 



The average flower store is deep and 

 narrow, but a good many retailers are 

 coming to see an advantage in the 

 store that is wide and shallow. The 

 first such stores were built in these pro- 

 portions to meet the necessities imposed 

 by the shape of the space available, as 



was the case with the Muir. store shown ^ 

 in the accompanying illustrations. It 

 stands on Michigan avenue, in- Chicago, 

 and covers the front of a range 'of 

 greenhouses, giving an attrtictive ap^- 

 pearance where nothing else would be 

 in keeping, on one of the best city 

 streets. But the wide front has many 

 advantages. Probably the first of these 

 is the opportunity for display; the store 

 certainly makes a vastly better showf 

 ing to the stream of people passing 

 than would be the case were the front 

 to consist of only one window, as is 

 usual with narrow stores. Here are 

 fifty-five feet of plate glass and the 

 window decorator has scope for the dis- 

 play of all his abilities. But another 

 decided advantage in the shallow store 

 is that the customer who enters gets a 

 look at the entire place. How many 

 retailers have noticed with regret that 

 customers seldom get to the back of 

 their deep stores; that it is practically 

 dead space after the first thirty feet 

 or so 1 Did you ever notice tluit the 

 big, popular bargains advertised by the 

 department stores are almost alwiays 

 found, when one looks for them, in 

 some far corner? ' They are tfying to 

 draw the people into the dead space'. 

 The florist with the shallow store' ias 

 no dead space, and the wider his store 

 is the more live space he has. • People 

 will walk back and forth, across the 

 front (^. a wide, store who will not walk 

 to the rear of a deep biit faatroW" one'.' 

 One of the pictures shows the street 

 front of the Muir store and the other 

 shows the view from one sidd tdWard 

 the other, with the show windows on 

 the right and the oflSce, refrigerator 

 and ribbon case on the left.. The store 

 proper is only twenty feet deep. 



KETAIL AOVE^TISINO. 



That florist selling at retail who 

 makes no use of his local newspapers is 

 neglecting the most powerful trade in- 

 fluence in his community. Every florist 

 ought to advertise — it's not necessary, 

 perhaps, but "out of sight, out of 

 mind," is as true today as ever it was. 

 There is no way one can keep in sight 

 of so many people as by carrying stead- 

 ily an advertisement in the paper read 

 by the people you want to reach. 



What the advertisement should be de- 

 pends on many things, but it should by 



Wide Ftontage of Muir's Retail Store, on Midii|[an Avenue, ducngo. 



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