As we conclude our Design Star series for the year, we're excited to dive into a often-overlooked yet crucial aspect of the floral industry: commercial floristry. This three-part video series will explore the dynamic world of floral design for hotels, restaurants, and other commercial spaces.
While wedding and event floristry often take the spotlight, commercial floral design presents its own unique set of challenges and creative opportunities. This specialized field requires a delicate balance of aesthetics, practicality, and durability. Designers must create stunning arrangements that not only catch the eye but also withstand the demands of high-traffic areas and maintain their beauty for extended periods.
And now, introducing our guide for this series: Ashley Overholser, the creative force behind Primavera in Atlanta, GA! Ashley brings years of expertise and a fresh perspective to our Design Star lineup. Read on to learn more about Ashley!
Primavera bloomed from Ashley’s deep love affair with flowers. She is infatuated by their fragrance, delicate structure, and fleeting beauty, each bloom a reflection of 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.
For Ashley, botanical design is living art, a medium through which she constantly pushes the boundaries of her imagination. She specializes in crafting breathtaking floral arrangements and installations for restaurants, hotels, and commercial spaces, transforming them into vibrant, inviting environments for guests. Each design is meticulously crafted to reflect the brand’s identity, using thoughtfully selected blooms, textures, and colors that elevate the overall aesthetic of the space.
Ashley calls Atlanta, Georgia home where she resides in a charming apartment surrounded by books, plants, and vintage finds. She can often be found wandering along highways or through forgotten fields in search of the perfect bloom, her clippers always close at hand.
What made you decide to apply for Mayesh Design Star?
What inspired me to apply for the Mayesh Design Star was my passion for pushing the creative boundaries of floral design and sharing my distinct vision with a wider audience. I’ve always been drawn to work that surprises, excites, and defies convention. I wanted to break away from traditional floral norms and explore bold, unconventional designs that make people stop and think. This opportunity felt like the perfect platform to not only showcase my artistic voice but also to inspire others in the industry to take risks, experiment, and embrace the unexpected.
What do you hope to accomplish with your video series and inspire other florists?
I was excited for the opportunity to not only showcase my artistry but also offer a behind-the-scenes look into the daily life of a florist—the dedication, creativity, and meticulous effort required to build installations and bring visions to life. My goal was to inspire others to think beyond the ordinary, embrace bold ideas, and turn unconventional visions into something truly magical.
Where do you draw inspiration for both your designs and the overall aesthetic or vibe or your business?
As a modern, avant-garde artist, I’ve always been driven to break convention and push the boundaries of my creative imagination. When people experience my work, I want them to encounter an unexpected element that surprises and delights them. I draw inspiration from a diverse range of sources, including fashion, architecture, and the natural world, to craft designs that challenge the ordinary and spark curiosity.
What is the hardest lesson you've learned in your journey as a floral designer?
Burnout is real, and managing a business—especially the behind-the-scenes work—can be incredibly challenging. This year, I experienced the loss of a major client after a five-year partnership, which was tough. One of the hardest lessons I've had to learn is maintaining a positive mindset and not taking setbacks personally. It's an ongoing process, but it's essential for growth and resilience.
What is your favorite thing about expanding into brand activation?
I truly value the long-term, intimate relationships I build with my clients, knowing that I’m creating designs that not only enhance their interiors but also make their spaces feel warm and welcoming to guests. What brings me even more joy is the trust they place in me, giving me the creative freedom to bring their vision to life in a way that honors my artistic expression.
Connect with Ashley: