Named in loving memory of my late sister Primrose, PRIMULA is a living tribute to nature's wondrous cycle, in every magnificent stage... A celebration of branch & bloom, birth & death, and the ephemeral magic of flowers.


PRIMULA FLORAL STYLING is the design work of Eliza Rogers. After years of delighting in her work with flowers, Eliza's style has grown to reflect her varied encounters with floristry around the world. Inspired by the wild, sprawling abundance of North American natural design just as she is by the considered minimalism of Japanese ikebana, Eliza's designs are a reflection of her own observations and experiences in nature - both at home and abroad.

Always working to experiment with palettes, shapes and forms, Eliza takes great pride in crafting thoughtful designs that evoke notions of rambling gardens, botanical curiosities and the wild unknown.