Wyoming is Western, no doubt about that, and has spawned some of the most iconic images of the West, including the famous University of Wyoming bucking bronco. That image graced a belt Kirby Berger made and gifted his wife, Dixie, in 2005, and was the start of the couple’s journey to owning Pure Dixie, a custom embroidered leather belt and bag business.
“We started with belts,” says Dixie. “A friend threw a belt over her shoulder one day and we thought, ‘A-ha!’ so the purses began. Then my mom, Judy, was leaving her cell phone everywhere showing homes—she is a real estate agent. She needed some way to not lose her phone. I had started making bags, so I would make her one to try and she was the first tester for our cross-body minis. It was through the combination of mistakes, errors and accidents that Pure Dixie was born.”
Today Pure Dixie, based in Saratoga, Wyo., presents quality, handmade purses, patches and belts to Western lifestyle enthusiasts through its online store and at many Western events across the country, including Cheyenne Frontier Days, the Houston Livestock Show and Rodeo, and at the National Finals Rodeo’s many “Cowboy Christmas” locations. Shoppers flock to the site and the booths to get their “Dixie Fix,” meaning a belt, handbag and mini purse that can be mixed and matched to create a handbag that fits their style that day.
Following a Feeling
In 2016, Dixie and Kirby merged their respective strengths to create the first belts Dixie began to sell. However, Dixie received a cancer diagnosis that set the family’s big dreams back until she was in remission. The desire to create and sell had new life breathed into it when Dixie visited the 2018 Cheyenne Frontier Days and purchased a Native American hand-beaded strip.
“Cheyenne Frontier Days (CFD) has a huge place in our hearts,” she says. “I felt the Lord pushing me to apply [as a vendor] there, and in 2018, we had our first year at CFD. We feel like 2018 is when we stepped out beyond our community, beyond Saratoga. CFD was a huge confidence boost because everyone was so kind and supportive. That event was our launching pad. In 2019, we felt like the Lord was calling us to step in faith and we left my husband’s family ranch and committed 100 percent to Pure Dixie.”
Leaning on Kirby’s skills as a saddle maker and his knowledge of creating with leather, blended with Dixie’s experience sewing and with her embroidery/screen-printing company, the two worked to create high-quality belts with flair and style.
Part of that style stems from Kirby creating a buckle system that allowed the bead strip from CFD to fit Dixie. That belt system launched the mix-and-match quality that Pure Dixie is known for today.
“He creates the equipment we need to make our products and make my designs come to life,” says Dixie. “I have gifts he doesn’t have, and he has gifts I don’t have, and we complement each other well. Through the combination of our experience, we were able to use quality leather and sew it well so it would be functional.”
Finding a Fix
Loyal Pure Dixie customers are familiar with purchasing one large bag, then adding detailed, embroidered leather patches to their carts, allowing them to change the look of the bag daily. The same thing can be done to the company’s belts. The ability to change the look without purchasing multiple large items is not only cost-effective, but fun!
Each year, Dixie launches two new collections, often inspired by the West and by her faith. She describes each launch to customers via an Instagram live, then customers can go to the “Build It” option on the website to see how the new collection can blend with their other products.
“We knew customers needed to be able to see pieces from the first collection to the newest collection,” says Dixie. “It took a while for us to find [the software], but we integrated it into our website to allow online shoppers to pick a bag from the Judy collection, then a patch from the newest collection. It gives the customers a visual for how the bag will look, since we obviously can’t be everywhere. It’s a fun online experience for people to see how their bag or belt can transform.”
While the Berger family is completely supported by Pure Dixie, the only goal for Kirby and Dixie isn’t to simply sell, sell, sell. They love the connection they make with customers near and far through leather goods.
“My husband and I really love what we do,” says Dixie. “Connecting with other women is a joy for Pure Dixie. Rather than being pushy and wanting people only to buy our bags, we want to connect with people. Without people’s communication and support and prayers, Pure Dixie wouldn’t be what it is today. Knowing we get to be part of people’s memories, like coming to the NFR and buying a bag or hat and patch, it’s more than just being there to sell handbags.”
Shop Pure Dixie products here.
This article about Pure Dixie appeared in the August 2024 issue of Western Life Today magazine. Click here to subscribe!
