Today we’d like to introduce you to Carolyn Byrd.
Hi Carolyn, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I retired from the Virginia Community College System as an administrator in 2011. May husband had already retired. Initially we did a lot of travel, visiting family, attending music events, etc. We visited several lavender farms in Virginia and North Carolina. I loved them. At that time the owner of a lavender farm in Appomattox, Virginia had a similar background as mine, she too was a retired educator. After returning from the visit I decided to plant some lavender plants, some I received from her just to see if it would grown. It takes about 3 years for lavender to mature. They did grow and were beautiful to begin with. In my part of the state we have red clay soil which is hard for lavender to grow. I planted more and they too were beautiful. I continued to visit more farms, joined the United States Lavender Association, attended their conferences and made connections there and learned quite a bit. I attended many workshops and completed a lavender growers certificate program through Michigan State University..After a few years the lavender began to grow and I needed a place to store and sell my products. I had horses for over 40 years and my last horse died. We decided to renovate my horse barn into a shop for my lavender. Since the barn is quite large I needed more than lavender for the shop. My daughter is an artist and she suggested we include local artisan products, which we did. We have paintings, fused glass, wood turned products, and much more. I tried to include unique items. I needed to get customers to our farm so I began offering workshops to include painting, alcohol ink, decoupage, mosaics, etc. Following the advice of one of my lavender farm mentors, I began offering music events requesting donations to attract visitors. They have become quite popular especially the older generation. I usually have a caterer providing food for the events. Since the food is picked up in my lavender shop kitchen the attendees have the opportunity to purchase my products.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The Imagination Lavender Farm Journey
When I retired, I never imagined I would become the owner of a woman-owned small business. What began as a dream soon became one of the greatest challenges—and one of the most rewarding experiences—of my life.
Owning Imagination Lavender Farm has been filled with both triumphs and setbacks. While being my own boss has been incredibly fulfilling, getting to that point was far from easy. Before I could even welcome my first visitors, I had to navigate the maze of rezoning requirements, permits, and regulations. Then came the long process of transforming an aging horse barn into the gift shop and gathering place I had envisioned.
One of the hardest sacrifices was saying goodbye to my horses. The barn that had once echoed with their gentle sounds became a construction zone, and I found myself trading saddles and hay for contractors, inspections, and renovation decisions.
Then there was the lavender itself. Lavender is not a crop typically grown in the heavy red-clay soil of southern Virginia. I lost many plants in those early years. Each loss was discouraging, but every season taught me something new about the land, the plants, and perseverance. Slowly, I learned what would thrive and what would not. The reward came on those quiet mornings when I walked through the rows of healthy lavender in bloom. The fragrance, the beauty, and the peacefulness had a way of erasing many of the frustrations. Standing among those purple blossoms, I felt a sense of belonging and purpose that reminded me why I had started this journey.
Marketing the farm has presented another challenge. Although we are only seven miles from the City of Martinsville, our country location means many people still don’t know we’re here. Building awareness has required creativity, persistence, and a willingness to try new ideas.
As if those obstacles weren’t enough, I opened my business in the middle of the COVID-19 pandemic. Just as I was ready to welcome guests, the world shut down. Like so many small business owners, I had to rethink plans, adapt quickly, and find new ways to connect with people during an uncertain time. Looking back, I realize that Imagination Lavender Farm has never simply been about growing lavender. It has been about cultivating resilience, embracing change, and believing that beauty can grow even in difficult conditions. Today, when families gather for concerts, artists teach workshops, friends share tea beneath the pavilion, or visitors stroll through the lavender fields, I see far more than a business. I see a dream that survived setbacks, weathered storms, and blossomed against the odds. Every challenge has become part of the story. And every bloom reminds me that sometimes the most beautiful things grow where no one expects them to. The key to my success now and in the future is money. With today’s economy my sales and concert donations are down. My hope is this willl turn around and I can at least keep my business going as long as I am physically able.y
Can you tell our readers more about what you do and what you think sets you apart from others?
Although I have never considered myself an artist, I have always believed I am creative. Throughout my professional career, I learned that creativity often begins with curiosity and research. As a dean with the Virginia Community College System, I was responsible for student support services, including the library. Research became second nature to me, and those skills have served me well in building Imagination Lavender Farm. Fortunately, my daughter is an accomplished artist. With her encouragement and advice, along with the guidance of many talented artists I have met along the way, I began to envision something different for my gift shop. Rather than simply selling merchandise, I wanted to create a place where artists felt welcomed—a place where they could display and sell their work, teach others, and become part of a creative community. That vision has grown beyond anything I imagined.
Today, the farm regularly hosts Saturday morning workshops led by gifted instructors in a wide variety of artistic disciplines, including alcohol ink, watercolor, acrylic painting, fused glass, decoupage, woodworking, basketmaking, screen painting, and mosaics. Each workshop introduces participants to a new creative experience while also bringing new visitors to the farm. My hope has always been that guests who come for a class will stay awhile, browse the gift shop, walk through the lavender fields, and return again with family and friends.
Over time, Imagination Lavender Farm has evolved into much more than a gift shop. It has become a gathering place where people create, celebrate, and build relationships. The pavilion and grounds have hosted birthday parties, bridal and baby showers, family reunions, garden clubs, civic organizations such as Rotary, and other community gatherings. We occasionally host weddings as well, although those are reserved for family members and close friends.
One of the greatest joys has been watching complete strangers arrive for a workshop and leave having formed new friendships. Creativity has a remarkable way of bringing people together. That sense of connection has become one of the defining characteristics of Imagination Lavender Farm and one of the most rewarding parts of this unexpected second career.
Looking back, I realize I didn’t set out simply to grow lavender. I set out to cultivate a place where beauty, creativity, learning, and community could flourish together. That has become the true harvest of Imagination Lavender Farm.
What matters most to you? Why?
More than anything, I want Imagination Lavender Farm to remain a place where people come together. My dream has never been simply to own a gift shop or grow lavender. I want families, friends, artists, musicians, and visitors of all ages to experience the peace of the countryside, enjoy the beauty of the farm, create something with their hands, and make lasting memories. Nothing brings me more joy than seeing people gathered under the pavilion listening to exceptional musicians, strolling through the lavender fields, laughing together, or discovering the work of talented local artists. Those moments remind me that the farm is about much more than business—it is about building community. Like many small business owners, however, I face the reality that passion alone does not pay the bills. The past year has been financially difficult. Every concert, workshop, renovation, utility bill, insurance payment, and shop expense requires careful planning. While our music events have become one of the farm’s signature attractions, they can only continue if there are sufficient funds to support them. There are times when I have wondered whether I will be able to keep the doors open. It is not a thought I welcome, because closing the farm would mean losing something that has become deeply meaningful to me and to many others in our community. Instead of giving up, I continue searching for new opportunities. I have applied for grants and, although I have not yet experienced the success I had hoped for, I remain optimistic. Every application, every new idea, every workshop, every concert, and every visitor is another opportunity to strengthen the future of Imagination Lavender Farm. My hope is that the farm will continue to grow—not only as a business, but as a place where creativity is encouraged, friendships are formed, local artists and musicians are supported, and the simple beauty of the Virginia countryside can be enjoyed for years to come. If there is one lesson this journey has taught me, it is that perseverance often produces the most beautiful harvest. As long as there is hope, I will continue planting seeds for the future of Imagination Lavender Farm.
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