DICKINSON — Across the United States, 42% of businesses are owned by women. In North Dakota, that figure drops to 29%, making the success of women entrepreneurs in the state all the more remarkable. For small-city business owners in semi-rural areas like Dickinson, the challenges are even greater.
Ruby Buchanan, owner of Well Kept, has faced those challenges head-on. She recently celebrated the second anniversary of her store, which specializes in all-natural personal care products, including makeup and skincare for men, women, and babies.
Buchanan’s entrepreneurial journey began like many others: as a response to a problem. Living in southwest North Dakota, she grew tired of relying on online shopping for the natural products she wanted.
“I also wanted to give people the opportunity to try natural products for the first time if they’ve never experienced a store like this,” Buchanan said.
Photo by RubyAnn Stiegelmeier at The Dickinson Press.
Advice for Aspiring Entrepreneurs
When asked what advice she would offer to those starting their own small business, Buchanan emphasized overcoming fear.
“Don’t let fear hold you back. That’s likely the biggest thing I’ve learned in the past two years,” she said. “There are people who will tell you your idea can’t or won’t work, but the people who say those things often don’t even have experience running a business, so don’t listen to the naysayers.”
For those looking to launch or expand their ventures, the North Dakota Women’s Business Center (NDWBC) provides resources, including funding and certification programs. NDWBC also offers free training opportunities, while the state’s Innovate North Dakota program, in partnership with the Department of Commerce, provides voucher reimbursements of up to $22,500 for business owners. This program includes customer and market research support.
Photo by RubyAnn Stiegelmeier of The Dickinson Press.
Growing the Well Kept Brand
Buchanan’s own market research has guided her as she diversifies her product offerings. In addition to body and skincare products, Well Kept now carries wellness supplements, non-toxic cleaners, and even specialty food and drinks.
“We see a lot of repeat customers,” Buchanan said. “Along with the skin and body care products we offer, we’ve seen a lot of people coming in just for the food or bottled health drinks we offer. People have really figured out that the drinks we carry give them a boost after a long weekend.”
The past two years have been a time of growth for Well Kept. Along with Buchanan, the store employs one full-time staff member and several part-time employees. Plans for expansion are underway, with a second location potentially opening in either Montana or Bismarck.
Staffing has been one of Buchanan’s biggest challenges. “Finding capable applicants and managing other factors has definitely been tricky,” she said.
Despite the challenges, Well Kept has grown its reach beyond Dickinson. In 2024 alone, the store shipped products to customers in more than 40 states. The business also offers online purchasing, which Buchanan says feels like running a second business alongside the physical store.
Resources for Local Entrepreneurs
For those interested in starting or scaling their own business, the NDWBC is available at (701) 223-0707. To learn more about Well Kept or browse its selection of products, visit
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