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Victorian Garden Catalogs Sold Ideal Landscape
Victorian garden catalogs sold ideal landscape.
The nineteenth century seed and nursery industries advertised their seeds and plants to an emerging group of middle class homeowners through catalog essays and images of an ideal garden and landscape.
The publications sold the dream of a home landscape that included a lawn, trees, and shrubs. They promised a setting the homeowner would enjoy by simply purchasing the necessary seeds and plants.
The link between the family and the role of the home landscape also emerged as a popular theme in books for home plans as well as contemporary literature like The Mother’s Magazine and Family Circle.
The Mother’s Magazine included a short story called “Strangers and Pilgrims” in its issue of January 1875. The author Mrs. J. E. McConaughy wrote, “Many a bright evening did the family spend over the plan of the new house, perfecting all its details. When it was finished, and the last bright carpet laid, the furniture all in its place, and the beautiful lawn in perfect order, the family moved into it. At last they were home.”
In his 1878 garden magazine Vick’s Illustrated Monthly Rochester, New York seedsman James Vick (1818-1882) included an image of the ideal home with a before [above] and after [below] look in what he called “Thistles and Roses.” The landscape transformed after purchasing seeds and plants shown brightly in its manicured lawn and those necessary plantings around the home.
Notice in the second image [below] a woman stood on the front lawn. The home was her domain where her good taste in the landscape provided the proper setting to raise a family.
The seed and nursery industry catalogs used themes like home and family to promote a Victorian landscape with a lawn, trees, shrubs, vines, and flower beds of annuals, reflecting what was in style with English garden design at that time.
Vick’s two illustrations tell the story.
One can only imagine the Victorian homeowner thinking words like “I too could have this beautiful landscape.”
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