January 19, 1911. 



The Weekly Florists' Review* 





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THE RETAIL 



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FLORIST.... 



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THE MODEL FIiOWEE SHOP. 



One of the most unique of the edu- 

 cational exhibits that maiks the big 

 electrical exposition now in progress at 

 the Coliseum, Chicago, is that of the 

 Fleischman Floral Co., cooperating with 

 the Commonwealth Edison Co. In pre- 

 paring for the show the electrical com- 

 pany planned a demonstration of mod- 

 ern store illumination and invited the 

 cooperation of one leading retailer in 

 oach of some half-dozen lines. The 

 Fleischman people were quick to see 

 the advertising value of representation 

 in such a display. Commonwealth ave- 

 nue was laid out across the Coliseum, 

 with its row of model stores. There is 

 a grocery store, a dry goods store, a 

 haberdashery and several other lines 

 besides the florist are represented. In 

 «ach case a complete store has been 

 fitted up, with elaborate window dis- 

 play and the finest illumination which 

 modern electrical devices make rossi 

 ble. The accompanying illustration 

 shows the Fleischman front and its 

 neighbor to the right. The electrical 

 show runs a fortnight and is attracting 

 enormous crowds. There is no feature 

 ■ot the display that gets closer attention 

 than does the row of model stores, and 

 of these Fleischman holds his full share 

 of the crowd. No goods are sold at the 



Coliseum, but orders are taken for de- 

 livery from the Jackson boulevard es- 

 tablishment. A great many florists 

 have visited the show for the purpose 

 of inspecting the store illuminations, 

 and one of the results will be a higher 

 grade of lighting in Chicago flower 

 shops. 



THE SHOWER EPOCH. 



The Many Uses of the Shower. 



Since the introduction of the shower 

 attachment to the bride's bouquet, this 

 dainty accessory has led to variations 

 in the hand and corsage bouquet for 

 formal occasions and has extended it- 

 self to almost every form of floral deco- 

 ration. Besides the showered hand 

 bouquet, we now have the arm shower, 

 the prayer-book shower, the wrist 

 shower, the fan shower, the showered 

 corsage and the wide band of ribbon 

 worn above the elbow, from which a 

 short shower depends. 



In table decorations there are show- 

 ers from a shade over the table to a 

 centerpiece or mirror below; showers 

 from a basket or canoe; from a small 

 Japanese umbrella frame, suspended 

 from a chandelier, the showers being at- 

 tached to the ends of the ribs. 



Bridal Comers, Banquet Booms, etc. 



For a bridal corner a larger sized um- 

 brella is similarly treated. Or a canopy 

 is showered from the far-back corner 

 downward, and shorter streamers fringe 

 the foreground. Or an immense bridal 

 wreath overhead is showered with 

 streamers and clusters of bells, with or 

 without small flowers. A large basket 

 with a shower of tiny baskets makes an 

 attractive bridal corner. 



When in doubt as to the "how" to 

 decorate a mirror, bank below with a 

 massive, rich group of blooming plants 

 or large cut flowers, and shower from 

 the ceiling or from the top of the 

 frame, densely but not heavily, watch- 

 ing jealously lest you steal too much of 

 the reflecting surface. 



For the decoration of the banquet 

 room, aside from the table, festoon the 

 ceiling with short drapes of green in 

 regular lines, and from these drapes, 

 or from the points where they are 

 caught up, hang showers of chiffon but- 

 terflies of as many colors as the coloring 

 will allow. Hundreds of them could be 

 used, of all sizes, ad infinitum. 



In Funeral Work. 



Funeral work is not exempt from the 

 shower style of elaboration. "When a 

 large spray is wanted, instead of mak- 

 ing it much longer than the casket, 

 limit the length to that of the casket 

 and add a shower to the ends and sides. 

 Begin with the tie and drape the show- 

 ers over the stems, letting them fall to 

 the floor. This will soften the outlines 

 and suggestions of the casket, and, if 

 not lowered with it, will cover the 

 grave. Use ribbon, sprays of green and 

 small flowers. Your handsome standing 

 wreath can be converted into the cas- 

 cade style by the addition of the same 

 kind of showers, attached to the lower 



Fleischman's Model Flower Shop at the Chicago Elecltical Show. 



