FaBBUABT 9, 1911. 



The Weekly Florists' Review* 



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THE RETAIL 



FLORIST 



I 



BETAILEBS' ADVERTISING. 



Advertising space in the leading 

 morning paper in Chicago costs consid- 

 erable money, but the retail florists who 

 have tried this method of increasing 

 their sales have found that the money 

 spent is bringing good returns, so that 

 there is a constant increase in the 

 amount of space ysed. The reproduc- 

 tions of advertisements on this page 

 were all clipped from a recent issue. 

 Each advertisement was double column. 

 Everyone connected with the trade in 

 Chicago is glad to see the retailers 

 making liberal use: of the space in the 

 daily papers. In tto first place, the ad- 

 vertising retailer&o handle increasing 

 quantities of stock, and a part of the 

 demand they create is felt in other 

 stores. In the second place, the news- 

 papers naturally are interested in the 

 lines of industry from which they de- 

 rive their own business and are there- 

 fore treating floricultural matters with 

 much more consideration than they did 

 before florists began advertising. It all 

 helps. 



VALENTINE TABLES. 



Dainty, Expressive Decorations. 



The table for a valentine party calls 

 for an especially dainty, small decora- 

 tion. In picturing a particular senti- 

 ment, some object which is in itself 

 practical and suggestive will express 

 the idea much more clearly and quickly 

 than a week's work. Let us see. You 

 could pile a bushel of violets on a table 

 without expressing any special valen- 

 tine sentiment, but if you introduce 

 some familiar image you have the idea 

 made conspicuous. 



What objects, then, would occur to 

 you in connection with the valentine 

 season? Why, Cupid, of course, and 

 hearts and flowers, and little birds that 

 tell things. And, following a little 

 farther, how does the prince of hearts 

 operate? Immediately you remember 

 some of his tools — bows and arrows, 

 canoes and candles, the new moon. 

 These are several keys to unlock the 

 sentiments too dumbly expressed by the 

 flowers for our material vision to grasp 

 them. 



Cupid and His Surroundings. 



Fill a basket^ or vase with whatever 

 flowers you propose to use and set a 

 dainty Cupid in among the flowers. Let 

 him hold a whole bunch of ribbons, a 

 strand of which shall extend to each 

 place and there be tied to a bunch of 

 flowers to be used as a favor. Or he 

 could be suspended over the table with 

 the burden of ribbons, and with cards 

 to which are attached tiny baskets of 

 flowers as favors. 



Then he is always interesting on 

 parade with a heart of flowers, amid a 

 litter of loose flowers all about on the 

 table. Who could refrain from admir- 

 ing a dainty Cupid aiming his arrows 



from a swinging crescent of flowers, es- 

 pecially if the crescent be of violets or 

 Romans, a mere outline new moon just 

 out over some guest's left shoulder? 

 Cupid looks "cute" at the oar, too, iu 

 a canoe loaded with small flowers with 

 some long trailers of vines, and with 

 a pierced heart and some loose flowers 

 left behind. 



The Telltale Birds. 



Small doves will do for the telltale 

 little birds. Perch them upon the rims 

 of pots or among the branches, or down 

 on the table with some scattered flow- 



A more elaborate centerpiece may be 

 evolved from the combination of Cupid 

 in the center, amid a thicket of flow 

 ers and ferns in an ordinary plaque cei> 

 terpiece, with a circle of birds about, 

 all alive with interest in what thev 

 may be gaining from him. This circlt 

 of birds can be mounted on a thicket of 

 pussy willows. The pussy willows caB 

 be cut three or four weeks previousb 

 and forced into bloom in water iea thf 

 warmth and sunshine of a greenhouse. 



Gertrude Blaii. 



INTEBIOB STOBE DECOBATION. 



A flower store may be always beauti 

 ful, but the sameness of effect cannot 

 fail to be apparent, in the course of 

 time, to those of the customers who 

 have suflBcient artistic perception to 

 analyze the means by which the effeci 

 is obtained. More and more as retail- 

 ers come to appreciate the value of fre 

 quent change of tasteful window dis 

 play, they come also to appreciate the 

 need for rearrangement of the interior 

 of the store. It is because of this, foj 



Spring Flowers 



Send mother a box of her old time {kvoritet. 

 Nothiiit will pleaae her more and cost yon 

 lesi. A box of two dozen beautUnl fresh 

 flower* would cheer up your >iclc friend and 

 costs you only Sl.OO delivered. 



Tulips. Jonquils. Da£Fodils 



Freesia 



50c Per Dozed 



Carnations 



htift bloom, fresh flowers 

 7Se Per Dozen 



Violets 



Sweet VioleU (sinflc) 

 2»e Per Bunch 



Hudaon River Double Violeti 

 90e Per Buneh 



We carry the larfeat and iflost complete 

 stock in the city. 



Let at estimate on Wedding Orders. Special 

 low prices on hifh-dass fnneral orders. 



Qnickest dellTeriet. 



Call Up and Open an Account 



44 Randolph Street 



Mot Dtct >• tUnbll fimU't 



moNss 



Cent. 614 Cent. 5906 



OUR SPECIALTY 



Beautiful Spring flowers 

 arranged in batketi with 

 linings to bold water. 

 Artistic and practical. 



Flowers of Quality at 

 Moderate Prices 



Samuels on 



Florist 

 2IJ2-2l34MichiganBlvd 



PHONES- 



C*luroet-l«IO_l60l 



uiyn. in* t.DciBTi auinor, srrK(4 today on 

 tW LMltMla 



"How k>nt «4n irou te la our elty?" rh* 

 WM Uk*4. 



"Thra* waaha." ah* ivpnad. and ih*n tf 

 pUlMd Bto )• MM • auffcacat asd d^^^ not 

 ■moka. 



" Juat wliy dM I fwnv ovtrV'^M Mid lb* 

 crmi -«««■ *rr** vparin* K4d* " Ah. i *-«a 

 horvd: I naedfd chanta. anj wh^r* ahouU 

 t coma but bara lo Ucw Vorh. tUdly iMi- 

 ''haavaa avary ym^rV 



movad an ai^cutlv* wuio* ta (Wdav t* gtM 

 . tha aid guud tlm« to »«■( md^t% Bttf tM» 

 moiloa «•• daf ratad. 4flLl« M. 



Mr. H»l« aakAd SaftaiM- Barak f«r mmv- 

 anoa Ibal »mpka Hna •aalt) ka glran Mr 

 ■»»•(•»•• oa Ihla quaatton Hr Barfth *r- 

 fflttmat tbaa at thaiusK«*tiMte« Mr, HkI* 

 tba roll call on tha t»mim> ro iak« vp tt» 

 papular •faction iiuaat>»rs W^a> df pwi>a< wnk 

 aad ft* SmaJe h> a vtva vt>f < a<a dfcplaca* 



Uon f*aAlu()OD tba right of way 



A SPRING FLOWER EXHIBIT 



We have on display and for sale ipccifnen flooers of Tulips. 

 Jonquils. Daffodils. Lilac. Freesia.. Dutch Hyacinths. Pansin and 

 Forgrt-Me-Nou. 



Spring Flowering _^^^. PWnU in baskett with 



or without self water ^Bl^ "^ ''"*' ^"^ pl*"^ 



are watered daily tlT^B^. without any attention. 



The dainty little 'ViSSS^X^^ ^'"''^ ^■^'" ^^^ 

 with Violets, Hys ^^S^^KSSS^KI ""*^ "^ ^"^ "^ 

 enhanced with ribbon 4QH||^^H^Bp '" ""^ "'"^ taasel. 

 frcni $1 to $S each. ^f^EH^^^^^ 



The $1 Box of ^TH^K Cut Flowers contimiei 



indcAnit^y. ^^B^^W 



Floral OfferincB from $1.5S op/ 



American Beauties; lonf stem, ti per doMn up. 



A. UNGE, FloristnfcsJSt'e 



J New Fiolet 

 Marie Elise 



This violet has a 

 beautiful, delicate 

 shade. and-it the latest 

 flower novelty. Sold 

 exclusively by us. 



$1.25 



PER BUNCH 



Arranged fcith PletKhman's 

 lacettes at oo extra charge. 



Railway Elxchange Bld(;. 



Jackson Blvd. and NCchigan Ave. 

 Telephone Harrison iMl 



Newspaper Advertisements of Ckiaago Retailers. 



ers, where they are supposed to be jab- 

 bering love secrets to one another. In 

 this decorative plan, much depends upon 

 the attitude and pose of the birds. They 

 must be in gossipy and listening posi- 

 tions, either with regard to one another 

 or to the guests.. Plenty of them will 

 be needed to make the hit of the deco- 

 ration. A few small hearts of scarlet 

 flowers or violets will develop this 

 plan. Scatter them about on the table 

 conspicuously. 



one thing, that the modern flower store 

 has no counters for the clerk to stand 

 behind when selling. Movable marble- 

 topped tables are so much more easily 

 rearranged. 



Pittsburg has one of the handsomest 

 flower stores in the country, that of the 

 A. W. Smith Co., where the maoage- 

 ment is wide-awake to the value of 

 such seasonable decorations as will 

 make it always possible for the cus- 

 tomer to find something new to admire 



