Abstract: The apparatus for applying decorative elements (47) to textile and non-textile flat articles (49) comprises a movable gripper (9) whose axially displaceable punch member (15) is connected to a suction source. The decorative elements (47) are taken by the punch member (15) from the shaker device (23) or with a disc (29) provided with a suction opening and pressed against the flat article (49). The adhesive is melted either by a heating plate (45) arranged beneath the flat article (49) or by a heating element at the punch member (15) and/or in the disc (29).