At the Black Hills Stock Show, some of the most memorable stops are not the loudest or the busiest. They are the booths that slow you down a little. The ones where you flip through a few pages and suddenly realize you have been standing there longer than you planned.
That was the case for Leslie Lane from The Second Shift, who came across a booth filled with watercolor picture books created by Mary Fichtner and Roslan Fichtner, a mother-daughter team bringing deeply personal Western stories to life.
“The picture books that I passed were the first thing that caught my eye,” Lane said as she introduced them on the show. What followed was a conversation about storytelling, art, and the importance of creating work that comes directly from lived experience.
“We have twenty books now, total published,” Roslan said. “My mom writes all the stories in rhyming life lessons of Western culture. And then I do all the illustrations in watercolor.”
The books are intentionally focused on authenticity, reflecting the language, values, and everyday rhythms of Western life. It is a perspective Mary felt was missing from many children’s books.
“There just seemed like there was a need for some really authentic Western books about cowboys and cowgirls,” Mary said. “If you’re not in the culture, you don’t realize that there are a lot of words we use. It’s a lifestyle that is very niche.”
That authenticity also shapes how the books are made. The duo has taken a clear stance on keeping the creative process fully hands-on.
“We will never use AI. We don’t computer graphic anything,” Mary said. “She hand draws and hand paints. I write from my heart. That’s where it needs to come from, we think.”
The artwork itself is primarily watercolor, with subtle additions for texture and depth.
“I do mostly watercolor,” Roslan said. “Then I use some oil pastel to add color and texture, but mostly watercolor.”
Color is a defining feature of her work, especially in the fine art displayed alongside the books. Under the name The Violet Cowgirl, Roslan’s artwork expands beyond illustration into pieces that celebrate Western and Native American culture with bold, vibrant tones.
“I love colors, and I think Western art a lot of times doesn’t have enough color,” she said. “So I try to put in as much as I can, while keeping everything celebratory of the way we live out here.”
The booth offered more than books alone. Visitors could browse prints, artwork, soft items, and a charm display that caught plenty of attention.
“You have stuffies, you have prints, you have your charm section, which is what I got roped into,” Lane said. “And I love it so much.”
The books are sold under the brand Read For The Brand, while the artwork is presented through The Violet Cowgirl. Together, the booth created a space that felt personal and welcoming, especially for families walking through the Stock Show.
“Our booth is under Read For The Brand, which is the business of our books,” Mary said. “We’re here at the stock show throughout the entire duration, and we’re in the Aspen Room upstairs.”
Before wrapping up, Mary shared one more detail that resonates with many Stock Show visitors.
“All the books rhyme and are faith based and Western themed,” she said.
As the conversation ended, the pair’s appreciation for the region came through clearly.
“We love South Dakota,” they said. “So we love you back.”
In a setting built on tradition, craftsmanship, and pride in Western life, the work of Mary Fichtner and Roslan Fichtner feels right at home, offering stories and artwork that reflect the culture surrounding them.
