Flower Farming and Floral Design in Montana
The Flower Hat Story with Julio Freitas
Photos in this blog post by Elizabeth Lanier
👉 Listen on Apple Podcasts
👉 Listen on Spotify
Have you ever wondered how someone builds a thriving floral design studio and flower farm in one of the shortest growing seasons in America?
In Episode 77 of The Backyard Bouquet Podcast, I sat down with Julio Freitas of The Flower Hat, a floral designer and flower farmer based in Bozeman, Montana, whose artistry and authenticity have touched thousands of people in the floral industry and beyond.
Julio’s journey is full of bold pivots, creative self-belief, and deep trust in the seasons of life. His story blends floral design, farming, personal growth, and the tender reality of creating a business that reflects who you are becoming.
From Hotel Management to Floral Artistry
Before he ever touched a wedding bouquet or planted a single dahlia tuber, Julio worked in hotel management. He loved hospitality, but something inside him longed for a more creative outlet. That desire surfaced when he began decorating the hotel lobby for the holidays, discovering how much he enjoyed working with color, texture, and beauty.
One brave day, he walked into a local coffee shop and introduced himself as a floral designer. He didn’t feel ready. He didn’t have formal training. But he had vision and curiosity. That small moment led to weekly arrangements, new clients, and eventually a growing reputation in the Bozeman community.
His story is a reminder that sometimes you have to step into your future self before you fully believe you are ready.
Building The Flower Hat: A Studio Rooted in Beauty and Growth
Montana’s climate, with its late frosts and short summers, could discourage many creatives from pursuing flower farming. But Julio embraced the challenge.
He began small, growing flowers behind his studio and learning which varieties thrived in his climate. What started with a few beds evolved into a one-acre flower farm where he cultivates dahlias, textural fillers, grasses, pods, and specialty blooms for his wedding work.
Flower farming and floral design in Montana require flexibility, resilience, and a willingness to adapt. Julio learned to grow:
- Flowers that don’t ship well
- Varieties that elevate his design work
- Local stems with character, scent, and movement
He blends locally grown ingredients with imported flowers, creating designs that are lush, textural, and instantly recognizable.
Lessons from a Short-Season Flower Farm
Growing flowers in Montana has taught Julio far more than horticulture. It has taught him patience, presence, and the courage to let go.
In our conversation, he shared:
1. Not all flowers are worth the labor
Some crops thrive effortlessly. Others demand far more time than they are worth. Trialing, observing, and releasing is a necessary part of farming.
2. The land teaches you to slow down
In Montana, the weather makes the decisions. Frost comes early. Heat arrives late. The growing window is narrow. Julio learned to honor the climate instead of fighting against it.
3. Letting go is part of the process
One of the biggest themes in this episode is letting go:
letting go of crops that drain you,
letting go of expectations,
letting go of old versions of yourself.
Farming becomes a mirror for life. What no longer serves you needs to be released so something healthier can grow.
Weddings, Burnout, and Finding Joy Again
As Julio’s wedding business expanded, his time in the field shrank. He found himself spending more time indoors, designing at scale, managing events, and traveling for work. He began to feel disconnected from the plants and the land he loved.
During a guided meditation with an energy healer, he had a profound realization. He felt “called” back to the farm. Back to the soil. Back to the quiet joy that originally drew him into this work.
This moment shifted everything.
He realized success wasn’t about constant growth or bigger weddings. It was about alignment, intention, and honoring the part of his work that fed his soul.
This moment is something many creatives resonate with.
Sometimes burnout is not a sign that we need to quit.
Sometimes it’s a sign we need to return to the parts of our work that we love most.
Practicing Floral Design Without Pressure
One of the most powerful pieces of advice Julio offered was about practicing your craft. He says:
“Musicians don’t tune their instruments on stage.”
We shouldn’t wait for paying clients to practice floral design.
If you want to grow as a designer, winter is one of the best seasons to build your skillset. Julio recommends practicing with:
- Grocery store flowers
- Sticks, branches, and evergreen cuttings
- Backyard ingredients
- Unusual materials that challenge your creativity
- Old mechanics you want to refine
This kind of low-risk practice builds confidence, trains your eye, and helps you evolve your style.
The Role of Community in a Creative Life
Julio is deeply grateful for the people who make his work possible:
- local flower farmers
- wholesalers
- planners and photographers
- wedding freelancers
- his online community
- the students in The Flower Hat Exchange
He believes community is one of the most powerful aspects of working in the floral industry. It supports growth, offers encouragement, and reminds you that you are not creating alone.
His gratitude echoes the message that flowers bring people together:
- They build connection.
- They spark joy.
- They remind us of what truly matters.
A Season of Reflection and Gratitude
This episode was recorded in November, during a time of slowing down and reflecting. When I asked Julio what he was grateful for, his answer was simple and heartfelt:
He is grateful for his community, his customers, and the people who have supported him through every stage of The Flower Hat’s journey.
It is a beautiful reminder that we bloom because others water us along the way.
Key Takeaways for Flower Farmers and Designers
Here are some of the most meaningful insights from our conversation:
- You rarely feel ready to start. Begin anyway.
- Creativity grows when you practice it consistently, not just when you have a client.
- Farming teaches patience, resilience, and the importance of letting go.
- Burnout is an invitation to reconnect with what you love.
- Community is essential in every season of business.
- Growth happens when you align your work with your joy.
These lessons apply to more than flowers. They speak to life.
Connect with Julio Freitas of The Flower Hat
If you want to follow Julio’s journey or learn more about his work, you can connect with him here:
Website: https://www.theflowerhat.com
Instagram: https://www.instagram.com/theflowerhat
Facebook: https://www.facebook.com/theflowerhat
Discover More Episodes of The Backyard Bouquet Podcast
Growing Cut Flowers In A Vineyard
How a female flower farmer in the Columbia Gorge is growing cut flowers in a vineyard and quadrupled the value of every linear foot.
Soil Health for Flower Farmers
A soil agronomist on what’s beneath your feet, why compost isn’t the fix-all for soil health for flower farmers, and the mantra she taught me when my own land needed healing.
Graeme Corbett: Life In Bloom
Graeme Corbett left a TV career in London for a cutting garden in Kent. His story is a roadmap for anyone wondering if a career pivot to flowers is possible.
