What began as a family getaway and a search for something to farm in the Tennessee countryside has bloomed into something bigger and more fragrant.
Midfield Lavender Farm, is located in Bulls Gap, TN. It began as a place for family gatherings and a chance for Jeannie and Brian Miller to cultivate something meaningful on their land. Today, it’s a thriving lavender farm with over 1,300 plants, a loyal customer base and a growing lineup of handmade products and seasonal events. From lavender lemonade to wildflower trails and summer U-picks, the Millers have created more than just a farm, they’ve built an experience.
With the help of Bluehost, they’ve expanded that experience online. Their passion for plants and family has grown into a flourishing small business website, one that now reaches customers across the region and beyond.
The journey: From family retreat to lavender destination
Back in 2014, Jeannie and Brian Miller bought 46 acres of farmland in Bulls Gap, Tennessee, looking for a quiet place to unwind and host family gatherings. They didn’t set out to build a business, at least not right away.
“We bought the farm to provide a gathering place for our extended families and a weekend retreat for family and friends,” Jeannie says.
Inspired by the land’s potential and drawn to the beauty and resilience of lavender, the couple began experimenting with growing the fragrant herb. After some trial and error, their fields started to take shape. Rows of lavender began to bloom and with them, came an idea for something more.
The Millers started small, selling lavender bundles and homemade products at local festivals and farmer’s markets. Over time, they nurtured a loyal following by focusing on quality, community and the values of a sustainable business. In 2024, they opened Midfield Lavender Farm to the public for the first time. Over just nine days, they welcomed 700 visitors from six different states.
That response was a turning point.
“2024 was a big step opening up to the public,” Jeannie says. “That experience and publicity really opened our eyes to the potential to grow this business and offer a unique, relaxing experience to our guests.”
Today, Midfield Farm sells products in retail stores across East Tennessee and the Nashville area. They’ve expanded to include an indoor gift shop, a new wildflower trail and events like weddings, group tours and concerts. But at its heart, the farm remains a place to slow down, breathe deep and enjoy the scent of lavender in the air.
The website: Creating a digital home with Bluehost
As interest in the farm grew, Jeannie and Brian knew they needed more than word-of-mouth. They needed a way to connect with visitors year-round, share updates and sell their growing line of handmade products. That’s when they turned to Bluehost. They wanted a simple farm website that allows them to share their story and connect guests with their products and events.
“We created the basic Midfield Farm website in 2017,” Jeannie says. “The primary purpose is to house all of the information about our farm. Our objective is to inform potential customers about our farm, events and establish a long-term connection via newsletters and social media.”
While Jeannie had previously used JustHost for her graphic design business. That company later merged with Bluehost’s parent brand. So when it came time to build Midfield Lavender Farm’s website, Bluehost was the natural next step.
Transforming fields into a flourishing online hub with Bluehost
With WonderStart, Bluehost’s AI-powered setup tool, she quickly got a tailored website layout that reflected the farm’s rustic charm and community spirit. Using WonderBlocks, she easily added structured content like the About page, photo galleries and contact forms, without writing a single line of code.
The site looked beautiful on every device thanks to Bluehost’s responsive templates, ensuring a smooth experience for both mobile and desktop visitors. Behind the scenes, integrated SEO tools helped the farm show up in local search results, bringing in more foot traffic and event inquiries.
Bluehost’s WordPress integration gave Jeannie the flexibility to expand features over time and when she began selling lavender products online, WooCommerce made it easy to set up a store, accept payments and manage orders.
Now, Midfield Lavender Farm isn’t just a local favorite, it has evolved into a blooming online destination.
Bluehost has excellent customer service, you can always talk to a knowledgeable person directly without a long wait time.
she says. “We’ve never experienced a business interruption that impacted our site or guests needing to use the site for orders or information.”
With Bluehost, the Millers have created a small business website that mirrors the peaceful charm of their farm. Today, their site allows customers to book event dates, shop for handmade lavender goods and stay updated on seasonal offerings, all in one place. As a seasonal events website, it also supports the farm’s gallery, social media integration, blog and email updates.
And the numbers speak for themselves:
Since creating our website, our sales have grown by 300% in the last 5 years and 2025 is shaping up to be another great year.
Since launching their website with Bluehost, Jeannie and Brian Miller have seen their business flourish; season by season, sales by sales.
Here’s a snapshot of how far they’ve come:
Key numbers behind their success
Even when they’re dealing with real-world surprises like a snapping turtle in the lavender patch or a broken ice maker, the small business website is one thing they never have to stress over.
“We have a lot of things to worry about and the farm website is not one of them.”
Growth & community: Bridging the gap between online and on-farm experiences
What makes Midfield Lavender Farm special isn’t just the products, it’s the feeling of being there. And now, thanks to their online presence, more people can discover that feeling before they ever set foot on the farm.
From May through June, the farm hosts its popular Lavender U-Pick season, where guests stroll through fragrant fields, clip fresh bundles, sip lavender lemonade and relax on the porch overlooking the mountains. It’s become a yearly ritual for many.
“We hosted over 700 guests across Tennessee and in six states over a 9-day period,” Jeannie says.
With each season, the Millers add more to the experience, like a new wildflower trail, handmade gifts from local artisans and even live bluegrass concerts. They’ve recently hosted their first wedding. They are welcoming more garden clubs, church groups and photographers.
With a dedicated events website, guests can book tickets, follow updates and plan their experiences ahead of time. As an eCommerce for farms success story, their digital storefront drives product sales and community engagement long after the fields stop blooming.
“Our goal is to create a special experience for our guests and build a connection that lasts, memories, relationships and something they look forward to every year.”
The Millers also use the platform as the eCommerce for farms to support other local makers. It features products like honey from Frady Farms, handmade pottery from Old House Pottery and art by Louise Dickson.
By combining real-world experiences with a strong online presence, they’ve created more than a lavender farm. They’ve built a community.
Lessons from the field: Growing a small business with purpose and digital tools
For Jeannie and Brian, building Midfield Lavender Farm was never about overnight success. It was about doing something meaningful, at their own pace, in their own way.
“Starting out, it was modest…‘Think Big–Start Small,’” Jeannie says. “In about 3–4 years, we got to a level where the farm could sustain itself. We’ve continued to move forward from there.”
That steady mindset has shaped how they grow sustainable business, focusing on deep customer relationships, seasonal moments and responsible choices. But they also emphasize the value of the right digital tools.
Their farm website helps manage ticket sales, showcase handmade products and keep their growing customer base informed.
Advice for others: Start small, think big
Running a small farm means learning as you go and understanding that not every solution is simple. Shipping costs can be a hurdle and adapting to new tech takes time. But starting with a dependable platform makes growth possible, one step at a time. “We know what we need to do, but the ‘how’ is challenging for us. That’s why reliable support matters.”
Their advice to other small business owners?
- Focus on building experiences, not just products
- Use your website to tell your story and deepen your connection
- Partner with local businesses when you can
- And when possible, choose tools and platforms that give you peace of mind
You’re going to have enough things to worry about,” Jeannie says. “Make sure your website isn’t one of them.
Build your dream business with Bluehost
Today, Midfield Lavender Farm is more than a getaway. It’s a small business with deep roots, a growing community and an online presence that brings its charm to life.
With Bluehost, Jeannie and Brian built a farm website that works just as hard as they do. It helps them connect with customers, powering events and supporting growth every step of the way.
This Bluehost customer spotlight shares how one lavender farm used digital tools to turn a dream into a thriving seasonal business.
Ready to turn your passion into a possibility? Build Your Dream Business with Bluehost.
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