DICKINSON — Nationwide, 42% of businesses are owned by women. In North Dakota, that number drops to 29%, making the success of women entrepreneurs in the state even more remarkable. For business owners in small, semi-rural cities like Dickinson, the challenges are even greater.
Ruby Buchanan, owner of Well Kept, has been tackling these challenges head-on. She recently celebrated the second anniversary of her store, which specializes in all-natural personal care products, including makeup and skin care for men, women, and babies.
Buchanan’s entrepreneurial journey, like many others, began as a response to a problem. Living in southwestern North Dakota, she was tired of relying on online shopping for the natural products she wanted.
“We also wanted to give people who have never experienced a store like this an opportunity to try natural products for the first time,” Buchanan said.
Photo by RubyAnn Stiegelmeier, The Dickinson Press.
Advice for aspiring entrepreneurs
When asked what advice he would give to those starting their own small business, Buchanan emphasized overcoming fear.
“Don’t let fear hold you back. That’s probably the biggest thing I’ve learned in the last two years,” she said. “Some people will tell you that your idea is impossible or won’t work, but don’t listen to the naysayers because they usually don’t even have experience running a business.”
For those looking to start or expand a venture, the North Dakota Women’s Business Center (NDWBC) offers resources such as funding and certification programs. NDWBC also offers free training opportunities, and the state’s Innovate North Dakota program has partnered with the Department of Commerce to provide business owners with voucher rebates of up to $22,500. This program includes customer and market research support.
Photo by RubyAnn Stiegelmeier for The Dickinson Press.
Grow a cherished brand
Buchanan’s own market research helped him diversify his product offering. In addition to body and skin care products, Well Kept also carries wellness supplements, non-toxic cleaners, and even specialty foods and beverages.
“We have a lot of repeat customers,” Buchanan said. “In addition to the skin care and body care products we offer, we’ve seen a lot of people come in just for the food and bottled health drinks we offer. We truly understand that our drinks can give you a boost after a long weekend.”
The past two years have been a period of growth for Well Kept. In addition to Buchanan, the store employs one full-time employee and several part-time employees. Expansion plans are in the works, with a second store potentially opening in Montana or Bismarck.
Staffing is one of Buchanan’s biggest challenges. “It was definitely difficult to find qualified applicants and manage other factors,” she said.
Despite the challenges, Well Kept has expanded its reach beyond Dickinson. In 2024 alone, the store shipped products to customers in more than 40 states. The business also offers online purchasing, and Buchanan said it’s like running a second business alongside the brick-and-mortar store.
Resources for local entrepreneurs
If you are interested in starting or growing your own business, NDWBC is available at (701) 223-0707. For more information about Well Kept or to browse its product selection, visit wellkeptnd.com.
