Joy prides herself on being a low-volume but high-quality company.

"I won't mass produce a thousand packs at a time, but I will make 20 high-quality packs," she said. "I'm a designer. I could have them outsourced to China, but if people are willing to pay me a fair wage to do it, I will gladly do it. I have been so invested in this company for so long."

Joy, who has raised two daughters and serves on the Hamilton City Council among other things, had to let go of an employee last year because business slowed down so much.

"Two years ago, the economy hit us all hard," she said. "It hit me as hard as anyone. But this business has been supporting me personally for 25 years; it built my life and my career. I was able to have my two girls at home with me instead of farming them out to day care or television. I am really pleased that I had that time. Things are a little different these days. In Montana, we have to be adaptable."

This year, Joy has expanded her business to include medicine bags and hunting packs designed so hunters can pack out a deer in two halves on their backs. A larger one can be fitted on a horse for elk.