How A Saratoga Woman Built An International Western Fashion Brand From Her Bedroom

The cornerstone of a western fashion empire rising in Saratoga wasn’t a bright idea. It was a problem — a whole series of them, in fact, starting with a beautiful belt that wouldn’t fit.

From a 150-square-foot spare bedroom to two warehouses and a patented D-ring system, Dixie and Kirby Berger have built their company, Pure Dixie, into an international western fashion brand and a favorite at some of the largest rodeos in the nation, from Cheyenne Frontier Days to the National Finals Rodeo.

They did it not by avoiding mistakes but by stubbornly working through them, one bad belt and one busted box of inventory at a time. 

The bad belt was a beaded strip that caught Dixie’s eye during Cheyenne Frontier Days a decade ago.

It took her hours and hours to make the belt once she got it home, sewing each little bead into place one by one.  

When she was finished, though, it was too long for a traditional belt buckle. It wasn’t going to fit.

“I gave it to my husband and I said, ‘I made this and I can’t take it apart. It’s all beaded,’” she told Cowboy State Daily. “You need to make this fit me because if I put a traditional buckle on, it just doesn’t fit.’”

One Problem Leads To Another

Her husband, an expert leatherworker, had been helping his wife make embroidered leather belts they were selling in little totes at local rodeos. So he took her project back to his workshop to see what he could figure out. 

The system he came up with was to place a metal ring on one end of the belt that he could fit into slots along the other end. That made the belt not only shorter, but more adjustable. 

That was the birth of the couple’s patented D-ring system, which has made their business, Pure Dixie, an international best-seller, as well as frequent vendors at choosy venues like the National Finals Rodeo and Cheyenne Frontier Days.

“That system completely changed how we thought of our products,” Berger said. 

The problems didn’t end there, though. 

Berger’s mom was always losing her cell phone, so one day she asked Dixie if she could make a purse for her.

“That’s how the crossbody minis came to attach to the front of the bag,” Berger said. “And so, through like a process of things that have happened in our life, the ideas kind of came full circle, almost in a moment.” 

The Belt Everyone Wanted

Long before any of that, though, the whole operation fit inside a single 150-square-foot bedroom. That solved a different problem for Dixie.

“I was a stay-at-home mom with three kids,” she said. “And I was not willing to give that up. So I set up my spare bedroom with an embroidery business, and then my husband had leather stuff upstairs with all the sewing machines.”

By day, Dixie watched her children and squeezed in embroidery orders whenever time allowed while her husband worked saddles and tack and chaps on his family’s ranch. 

At night, after their kids went to bed, the two combined their skills to make pieces, first just for each other and then for a growing list of customers. One of those first pieces was an embroidered leather belt with Wyoming’s bucking horse logo on it — a Christmas present for Dixie. 

Dixie was proud of that belt, so it went with her to lots of places — including ranch rodeos where other girls wanted to know where she’d gotten such a cool belt. 

When they learned she and her husband made it, Dixie found herself taking orders for more belts. Lots of them.

That led to the couple bringing some of their belts to ranch rodeos in totes and selling them on the spot. 

“So it wasn’t really on purpose,” Berger said with a chuckle. “It was definitely something that just came to us, and definitely something we’ve enjoyed pursuing.”

The Mix-And-Match System Comes Together

One day not long after Kirby came up with the D-ring system, the couple was showing off their belts to someone named Diana.

As Diana picked up each belt to inspect, she would sling the one she’d just looked at over one shoulder to look at another. 

The belts looked so nice draped over her shoulder it gave Dixie instant inspiration. 

She realized the belts could double as purse straps, creating a more customizable purse using the D-ring system her husband designed.

She feels those moments — the too-long belt,  her mom’s missing phone, and even a customer casually slinging belts over her shoulder — all stacked together into the core of Pure Dixie’s patented mix-and-match system. 

“That belt has become a pretty iconic piece for the business,” Dixie said. 

Over time Berger has continued to add mix-and-match ideas, including patches that snap on and off. Cowboy hats, ball caps, and crossbody-minis all have a set of four snaps for patches. Feel like a bucking horse one day, and a bow the next? No problem, there’s a patch for every mood and every occasion.

“I love the aspect where every girl kind of gets to design her piece, and so girls aren’t walking out of our booth looking the same,” Berger said.  “We have so many options that everybody gets to pick their unique style.” 

Two Warehouses Later

Today, the business no longer fits in a tiny bedroom. The couple has built two warehouses and hired four to five full-time employees to help them scale up the business.

“We have a custom tannery that tans all of our leather,” Dixie said. “And we do have manufacturing now in Mexico that helps us, and then we do all the finish work in Saratoga.”

Learning to navigate mass manufacturing with a company in Mexico, though, was its own steep learning curve.

“So my very first box ... I spent all of my money on this box of inventory from Mexico to have my designs produced by someone just to test it and see,” she said. “So I spent all my money and every single piece came back incorrect.”

This wasn’t just a bad order. It was literally every dollar she had, tied up in a box of unusable bags. 

“I was pretty sad about it and just frustrated and pretty deflated,” she said. “And my husband said to me, ‘This is the moment where someone else gave up.’ He’s like, ‘If you can figure it out and push through it, you just went past someone who would have given up.’”

Instead of sending back the box or walking away, they hauled out every bag and fixed them one by one, leaning on the leather-working skills they’d honed since the spare-bedroom days. 

“That was probably 2016, 2017 that that happened,” she said. “So we took every single bag out. We fixed them all, since we know how to do leather work and we can fix about whatever.”

That box has rewired how Dixie thinks about every problem in her business. If she can get through it, she’s always stepping past the point where someone else would have quit.

“It’s like, if I can get through this issue, through this tariff issue, through this leather-production issue, through this logistics issue, you know, that’s where someone else gave up,” she said. “And I just don’t want to, we’ve decided we don’t want to give up. We just want to do the very best we can and keep pursuing the dream.”

For this couple, that dream looks like a world where they are building an international business together and the children are part of that effort in a tiny Wyoming town where they can remain close to family.

“We failed a lot and we did some things right,” Dixie said. “And we just kept at it. It was a step-by-step process.”

Renée Jean can be reached at renee@cowboystatedaily.com.