10 



The Weekly Florists' Review. 



Afbil 18, 1912. 



BOCK'S NEW STOBE. 



Fifteen years ago Wm. L. Eock 

 opened a little flower counter in a cafe 

 on Main street in Kansas City. His 

 capital was $300. The business grew 

 until the store occupied was one of 

 the largest in the west, and until a 

 range of greenhouses became a neces- 

 sity. With these facilities Mr. Eock, 

 and the associates with whose abilities 

 he had supplemented his personal ef- 



that is worth putting on. Formerly 

 at a rush time it was possible to 

 trim pots several days ahead and, with 

 care in watering^ the paper would be 

 in perfect condition to go out. Now 

 the moisture from the pot soaks 

 through in a few hours, making it nec- 

 essary to retrim. The dealers all meet 

 you with the same reply, that "it is 

 so much cheaper now. ' ' This is true, 

 but it proves with us to be the most 



Cashier's Quarters in the New Rock Store. 



fort, were content for a time, but 

 changing conditions caused them to 

 embark, a few month ago, upon the fit- 

 ting up, in a new locality, of as fine 

 a store as experience and money could 

 provide. This store now is open, at 

 1106 Grand jayenue, though the old 

 store at 1116 Walnut street will be con- 

 tinued. The new store largely was 

 designed by Mr. Eock and is in the 

 monumental style of architecture. The 

 interior is finished in ivory white, and 

 the walls, in so far as they are not 

 occupied by display cases, are lined 

 with plate mirrors. The indirect light- 

 ing system has been installed. As in 

 all modern flower stores, counters are 

 omitted, salesman and customer meet- 

 ing on an even footing. The offices are 

 above the workroom at the rear and 

 are reached from the store by an orna- 

 mental stairway. 



The accompanying illustrations show 

 the store as it was dressed for its 

 opening on the Monday preceding 

 Easter. During the three days of the 

 opening more than 15,000 guests in- 

 spected the establishment, and it is said 

 that the Easter business increased 

 forty per cent. The illustrations will 

 be of interest as showing the latest 

 developments in flower store arrange- 

 ment and decoration. 



A BETAILEB'S LAMENT. 



It seems to us that it is about 

 time some of us started an agitation 

 relative to the quality of the water- 

 proof (f) crepe paper being furnished 

 the trade these days. Might it not 

 be a good idea to get the opinion of 

 other florists through your columns f 

 It is impossible to buy a paper now 



expensive economy that has been 

 forced upon us in years. Perhaps if 

 we all get together in one big kick it 

 may help. Are you willing to start 

 the ball rolling? Your paper could 

 do much. Westman & Getz. 



GIFTS TO CUSTOMEBS. 



Some few weeks ago I read the ac- 

 count of The Newburys, of South Da- 



kota, who, by the way, visited us at"^ 

 the convention during the world's fair 

 here, making a practice of sharing the 

 surplus flowers with their customers. 

 I wish to say that this has always 

 been our custom. Seldom, indeed, does 

 a customer come here to give us an 

 order, or to pay a bill, or to make a 

 friendly call, that we do not present 

 him with some flowers, except when 

 there is a great scarcity, be it a child 

 or a grown person; and when we make 

 a bouquet or put up a box we put in 

 a couple of carnations extra, which to 

 my mind is far better than having a 

 job lot sale. We always ask a fair 

 price, so as to be just to our custom- 

 ers and ourselves^ I often think it is 

 a pity that our/ business, that is so 

 full of sentimenj^ should be by a great 

 many reduced to the level of the rag- 

 man, the stock Ao be sold for what you 

 can get for it./ F. J. Fillmore. 



TEMPEBATU^E FOB LOBBAINES. 



I have a range of four houses, in- 

 cluding a palm house Sjfith a night tem- 

 perature of 60 to 65 degrees, a rose 

 house with a night temperature of 58 

 to 60 degrees, a carnation house with 

 a night temperature of 52 to 55 de- 

 grees and a cool house with a night 

 temperature of 50 to 52 degrees. In 

 which house can I grow Lorraine be- 

 gonias most successfully? I have tried 

 to grow them from leaf cuttings dur- 

 ing the last two years and have failed. 

 I rooted the cuttings in January. They 

 decay little by little, as do the plants. 



J. J. O. 



The Lorraine begonia cuttings would 

 root best in your rose house tempera- 

 ture, provided a suitable cutting bench 

 is provided. Until they start to flower 

 they like a house with a similar tem- 

 perature. Later they will do admirably 

 with carnations. In summer they like 

 some shade, but it should never be 

 heavy. After November, give them 

 the full sun. Perhaps you are not 

 using a suitable compost for your be- 

 gonias. They thrive best in a soil 

 containing one-half flaky leaf-mold, 



Entrance to Offices in the New Store of "W. L. Rock Co. 



