man. I cannot recall the exact words that were addressed to the editor of the American Florist, but in substance it meant that if they intended to retain the indignant writer of the letter as subscriber, and if they wanted to deal out justice to all, they should instruct their correspondent to be fair to all and give every one of the florists an equal write-up. I suspected all along before this incident happened that while I was making friends on the one hand I was making enemies on the other. It was utterly impossible to deal equally with all since some florists by virtue of the superior stock they grew, their modern equipment, and so on, deserved more notice than the man who could produce a Tomato plant or a Geranium of no merit at all. I thought it best, under the circumstances, to cut my journalistic career short. After all, it was a side issue, and I could not let it act as a deterrent in my regular business.
Contrasting Events of a Generation Ago
As I look back over the years and contrast events of a generation ago with those of today, the tremendous changes that have taken place stand out startlingly. Let us look at the business methods, for example, of the florist of a generation ago, and contrast them with those of the florist of today. Twenty-five years ago the modern, well-equipped, well-regulated flower store that one now sees on every side even in smaller towns, was practically unknown. The florist did his business at the greenhouse, and it was no uncommon sight to behold a well-dressed lady step into the shed to purchase flowers. The florists in those days, the majority of them, anyway, thought very little of clean collars, and much less of neckties, during working hours. Some went even so far, in the easy democracy of their attitude, as not to deem it necessary to remove their pipes from their mouths when dealing with their feminine patrons.
The long-stemmed flowers were not thought of in those days; anything in the shape of a flower was salable. (I am speaking particularly of conditions in the smaller towns.) If a lady, for example, asked for some flowers, it meant a bouquet of miscellaneous truck, such as Tuberoses in season, Calendulas, and Zinnias; and even Geranium and Verbena blooms were pressed into service. Wire played an important part, and when the whole mass was wired up and gathered together, the bouquet paper would come out and the thing was ready.
The cut flower boxes of today were then unknown. Anything in the shape of a box answered the purpose. It now and then happened that a lady would receive a box of flowers or a bouquet with an inscription on the box: "Men's fine balbriggan undershirts." I have often seen a florist holding a bunch of flowers in one hand while with the other he picked up a dusty newspaper to wrap with.
Years ago, the greenhouses as a rule were anything but neat and tidy. The walks were always wet and dirty; and if a lady volunteered to go through them she had to be very careful if she wanted to avoid falling or soiling her clothes.
Stores Then and Now
Even in the large cities the flower stores were but mere apologies for stores, as we know the term today. The J. M. Gasser Co., on Euclid ave., in Cleveland, had a little store about one-third the size of the present establishment, with nothing of the equipment that belongs today even to the most modest store in a small town. John Breitmeyer & Sons, of Detroit, occupied a small store on the corner of Gratiot ave. and Randolph St., to be sure, the best in its day, but very small in comparison with modern stores in much smaller towns than Detroit. I mention these two firms in particular, for I have known both for upwards of a quarter of a century, and I have watched their growth and development.
Today the store of John Breitmeyer & Sons is in a class of its own, not only
