File:Florists' review (microform) (16490700240).jpg

Title: Florists' review (microform)
Identifier: 5205536_17_2 (find matches)
Year: [1] (s)
Authors:
Subjects: Floriculture
Publisher: Chicago : Florists' Pub. Co
Contributing Library: University of Illinois Urbana-Champaign
Digitizing Sponsor: University of Illinois Urbana-Champaign

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Makch 29, 1906. The Weekly Rorists' Review* /,/ J289 ■eheap and often injurious ingredients, their price may appear high at first glance, but calculating their units of fioluble plant food they compare favor- ^ly in price, especially with so-called natural fertilizers. After all is said and done the balfl fact remains that the only food that is of any use to the plant roots is a soluble fertilizer. RETAILERS AND NEW ROSES. (A paper by George Asmus, Chicago, read be- fore the American Rose Society at Boston, March 23, 1906.) The reader is enthusiastic on any sub- ject in floriculture, whereby the exchang- ing of ideas is possible; and with that view firmly established at a very early age became a member of our noble Society of American Florists and Orna- mental Horticulturists. I have become affiliated with local florists* clubs, flower shews and two of the great offspring of the S. A. F., namely, the American Eose and Carnation Societies. With that feeling predominant I accepted the in- vitation to read this paper before this honorable body, to express the views I have upon this subject. To handle my subject briefly and clearly I have reduced the retailers' part in the introduction of new roses into what I shall term eight reasons, as fol- lows : First—He should become acquainted with as many new roses as possible. Second—He should acquaint himself with the flowering habits of new roses. Third—He should display new varie- ties prominently in show windows and store. Fourth—He should arrange with com- mission men or growers for regular sup- ply of new varieties. Fifth—He should learn the parentage or source of new varieties. Sixth—He should interest himself in naming of new varieties. Seventh—He should devote part of his time to horticultural societies and local florists' clubs to relate experience with new varieties. Eighth—He should be one of a set of judges and his essays more frequent. Buyers of Educated Class. I will now endeavor to answer the first of above reasons why the retailer should become acquainted with new va- rieties. The American flower buyers are principally composed of the educated classes who are desirous of knowledge; more so when pertaining to anything new. I will cite one incident that oc- curred during my stay here at the recent American Carnation Society's meeting, one that struck me very forcibly. With several others, I was visiting one of the prominent florists of this city, when a lady entered, evidently a cus- tomer, who had availed herself of the opportunity to visit the beautiful dis- play of carnations staged in this build- ing by America's best growers. She had with her a bloom of a new carna- tion, and being deeply interested in it wanted to know more about the flower, but contrary to her expectations none of the clerical force was able to give her the desired information. Luckily one of our party overheard the conversation and delighted the lady with the knowl- edge she had troubled herself to secure. This led me to inquire how many of the sessions the three florists in that par- ticular store had attended. I was sur-
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George Asmus. prised to hear that neither one had been to the Horticultural hall at all; and was more surprised when -asked by one of the clerks (who professed fifteen years' experience), "What kind of a show have they got any way?" This to me, who had traveled 1,000 miles, was a revela- tion 1 Had he availed himself of the opportunity to become better posted on new varieties by attending the meeting he would have been able to creditably answer the lady's questions. Retailers Need Ambition. Surely our art is one to be proud of, and this hall this evening ought to be packed with local retailers filled with ambition and pride in their calling. The press of the whole country is evidently awakening to the great desire of the public on anything pertaining to horti- culture; and we are on the eve of a great and prosperous future. Therefore it behooves the retailer as the great medium, he who meets the buyer direct, to acquaint himself with the new roses and distribute that information truly and accurately to his trade. * My second reason is: Why the retailer should acquaint himself with the flower- ing habits of new roses, because the flowering habits regulate the supply and the supply very often the price. He would also know when to expect the largest cut and thus be able to obtain blossoms in quantity for all occasions, as, for instance, a regular purchaser of a certain variety intends to entertain, and wants to know if she can obtain her favorite roses for that date. The confi- dence of the person would be strength- ened by immediate knowledge. Should Display New Varieties. Eegarding my third reason: Why the retailer should display prominently new varieties; this is very important and bears more than ordinary interest to his business. As 1 said before, the pub- lic is constantly looking for something new, and it is a fact also that people who are undecided as to the nature of the article they intend to purchase are often attracted by a particularly fine vase of new roses or anything new in our line, thereby causing many sales that would not otherwise have been made. Therefore, if it is the good for- tune of the retailer to have at his dis- posal the crop of some grower who has spent his time and skill and has blessed floriculture with the fruits of his labor, the retailer should do his part, and I will venture to say that if he made a proper display and made an effort to secure the information for which he is constantly besieged, he would begin to understand why his business was so dull. I saw displayed by a prominent florist in a very large window a vase of Cath- erine Mermet, at that time being new, and to the right and left not quite so prominently, its two sports, Bride and Bridesmaid. Making inquiries about re- sults, I found that by being so adver- tised, many sales were made, owing to proper display. This goes to show that very often we have cooped up in our ice boxes novelties that should be con- tinually before the public.

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