Founder And Ceo, Bee Seen Gear
Walk into Bee Seen Gear on any given day, and you’ll see it: embroidery machines humming, the smell of fresh screen print ink, shelves stacked with workwear, hoodies, and custom gear. But behind all the busy production is a story that’s stitched together with resilience and a refusal to say “no.”
“I didn’t really set out to build an apparel company,” Traci Weible, founder and CEO of Bee Seen Gear in Fargo, said. “I just kind of fell into it.”
In 2009, Weible bought a tiny embroidery business from a woman looking to retire. It came with just a three-head and a single-head machine. The scale was modest. Today? “We do more in a month than she did in a year,” she said.
And that’s only part of the story.
A Business Built by Saying Yes
Weible didn’t have a background in fashion or apparel production. In fact, she ran a dog grooming business and helped manage her family’s electrical company before pivoting into custom gear. What she did have was business instinct and an appetite for change.
“If there’s one thing we’ve never been afraid of, it’s switching things up,” she said. “We’re constantly upgrading software, bringing in new equipment, and trying new processes. If something doesn’t work, we figure out what will.” That attitude has helped Bee Seen Gear grow into a full-service custom apparel and promotional product company. They do embroidery, screen printing, laser work, direct-to-film transfers, and even sewing, all in-house. The front half of the building is retail; the back is production. “It runs like a machine now,” she said.
“Keep going. Keep changing. Keep learning.”
Enter: Frontline Gear
This past year marked a new chapter: the launch of Frontline Gear, a spinoff brand under Bee Seen, dedicated to outfitting first responders. What started as a few custom orders for local fire departments has grown into fully managed online stores for groups like Fargo Fire, West Fargo PD, Southern Valley Fire, Sanford paramedics, West Fargo Fire, Fargo Police Department, and Moorhead Police Department.
It’s a niche Weible didn’t plan for, but she saw the need.
“There wasn’t really a local resource dedicated to them,” she explains. “So we created one.”
Frontline Gear is growing fast, and now she’s building out retail space specifically for responders to stop in, pick up gear, and order custom items. The next phase includes expanding to other first responders and agencies.
Adapt or Stay Stuck
Being a business owner for 17 years, Weible’s seen some things. She’s worked through the recession, COVID, staffing shortages, and the constant evolution of customer expectations. Her secret? Stay flexible
“Every year brings a different kind of challenge,” she said. “You can’t just do one thing and expect that to carry you forever. People want online ordering now. They want speed. You’ve got to be willing to adjust.”
That ability to pivot is something she credits for the business’s continued growth. “We don’t ever say no,” she adds. “We’ll try just about anything.
That mindset was especially useful during COVID, when she had to navigate unpredictable supply chains and shifting demands. “It wasn’t easy,” she said. “But you figure it out, because you have to.”
Built for More Than Business
For Weible, entrepreneurship has never been about building an empire. It’s about independence and building something her team is proud of.
She and her husband, a master electrician, have always worked for themselves in one form or another. “We just liked doing our own thing,” she said. “And I guess I don’t know how to do it any other way.”
That doesn’t mean it’s been easy. In the early days, juggling motherhood, business ownership, and long hours made for tough seasons. “Being a working mom is a challenge in itself,” she said. “You want to grow a business, but you’re also trying to be everything at home.”
And yet, she kept pushing. Even now, with a successful business behind her, she still sees herself as a student of change.
Looking Ahead
So, what’s next?
Weible said she’s already thinking about great ways to keep growing Frontline Gear and Bee Seen Gear for years to come.
When she’s not working, you’ll probably find her and her husband up at the lake, where they spend as many weekends as possible.
Advice for the Next Traci
To anyone thinking of starting their own business, especially women unsure of the leap, Weible keeps it simple: “Don’t be afraid to try. And don’t be afraid to change. That’s the only reason I’m still here.”
And what would she tell her younger self?
“Keep going. Keep changing. Keep learning.”
Bee Seen Gear
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