 In November 1952, Aleene's opened their new location in Temple City California. For this event, Aleene arranged for searchlights and television coverage. It was quite an event for this community. By 1953, Aleene's Fibre & Floral Supply Company had their full storefront signage in place. (This photo was undated but we know that it was taken sometime in 1953 because if you look closely, you can see the sign on the right side of the building announcing Aleene's feature in Life Magazine.)  Below is a photo, again undated, that shows a television interview in progress. We believe this was taken on the night of the open house.  Fast forward to this next photo of the Aleene's building (year unknown) you can see that several of the large plateglass storefront windows had been removed and the entire storefront had been faced with brick. This building is still remains standing in Temple City, California.  |
Aleene's was quickly outgrowing their rented Rosemead, California
location so a new building was found (a former furniture
store) that they purchased for the Aleene's
business. This November 1952 Aleene's Petal Pusher newsletter announced the Grand Opening of the new headquarters for the Aleene's business. Located at 9119 E. Las Tunas in Temple City, California, this new building housed the Aleene's retail store, classrooms, Aleene's wholesale business, print shop and design studio. This Petal Pusher, which was her dealer newsletter, announced that: "plans  are really rolling for the big event to be held on November 13th, 14th and 15th. We're really rolling now with all our advertising and publicity and we hope you are too. Watch for the publicity mat that you will be receiving in the mail. Try to plant it as publicity, but if your paper will not cooperate, it will pay you to run it as advertising." The details for the open house also included in this newsletter read: "Here's a small outline of what we plan to show for the evening. 1. The Romantic and Historical Story of Wood Fibre. 2. Classes in progress such as: a. Regular classes making flowers, arrangements, party favors, centerpieces, and floral design. b. Blind students from Braille Institute. c. Group of Brownies, Ages 6 to 10 years. d. Group of Campfire Girls. e. Group of Teenagers who earn extra money after school selling flowers. f. Wheel chair patients as Occupational Therapy. g. Well-known personalities who have flower making as their hobby. h. Group of Dealers taking advanced training. 3. Tour of Wholesale showing what unusually hard to get items we carry. 4. Tour of our Printing Department telling about our Instruction Booklet Service. 5. We will show each and every display given us by the dealers and we will give the dealers name and address." The Aleene's business was a family affair and continued to grow and flourish. Click here to view next Wood Fibre page>> Go! |
