Primavera
modern floristry I creative direction I botanical styling
Primavera was born out of a love affair with flowers. Our founder is infatuated with flowers - the fragrance, the delicate structure, the fleeting beauty and connection to season and place.
Playing with juxtapositions of new and old, masculine and feminine, light and dark - the unconventional excites her. She loves designing with seasonal varieties, unexpected foliage, and tapping inspiration from unpredictable sources.
Her signature work evokes a sense of loose wild abandon while incorporating and edge of restraint. She views botanical design as living artwork and strives to push the limits of her creative imagination.
Ashley Overholser brings unparalleled experience and vision to floral art that elevates corporate events, editorial and advertising photo shoots, and commercial interiors.
Ashley calls Atlanta, Georgia home where she resides in a charming apartment surrounded by books, plants, and vintage finds.
She can often be found searching for the perfect bloom or foliage on the sides of highways and in forgotten alleys, her clippers always close at hand.
