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tached to the list. This cuts our office processing 
in half and saves us many time-consuming Mmis- 
takes. We appreciate it. 
* * * Thanks for giving us substitutions to 
work from, or indicating your preferences as to 
color and type in case current stock is sold out or 
undersized. 
* * © Thanks for being such good sports about 
replacements. The African Violet is a fragile item 
to ship, and we’re proud of our low replacement 
rate. But we take even greater pride in the fact 
that our customers invariably phrase their com- 
plaints in a reasonable and often in a humorous 
vein. You trust us. And that means a lot to 
us, believe me! 
A Word About Our Business Policy .. 
When we started in business, we tried to sell 
fancy violets at a fancy price, with expensive dis- 
play ads in the magazines—the works—catering to 
the “luxury” market. We darn near went broke. 
We decided maybe we were after the wrong mar- 
ket, so we switched 
Now we grow all our own plants. Our violets 
leave here fresh from our greenhouses. The only 
trip they make is from our house to your house, 
rather than the gruelling ordeal ) 
from grower to wholesaler to re- , bo 
tailer to you. We send out better Q re) 
plants as a result, and since there ) 9) 
aren’t two or three people to take 
a slice of profit out of them on the 4 
way, you get them lots cheaper. ; 
We keep our advertising costs down. We don’t 
buy $50-per-inch display ads in the magazines. We 
don’t send out expensive illustrated catalogues. 
Our plants and service do their own advertising. 
The customers we are after are the guys and 
gals who want an absorbing hobby that they can 
keep within common-sense financial bounds. We 
sell husky little plants, just coming into bloom, 
skillfully packed with inexpensive packing mat- 
erials which we buy in enormous quantities to 
cut the price still further. 
We're building a sound business on the prin- 
ciple of “the most for the money to the penny-wise 
consumer.” The word has gotten around fast, and 
we’ve added thousands of new satisfied customers 
to our family in the last two years. Your patron- 
age and loyalty is deeply appreciated. The wel- 
come mat is out. Come again, won’t you? 
Cordially, 
44 YY 4a 
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