For many, entrepreneurship is a carefully mapped-out path—a business plan, financial backing, a clear vision of the future. For Danielle Vataj, however, it began with an unexpected twist of fate, a loyal dog in need, and an unshakable determination to rise above adversity.Today, Danielle is the heart and soul behind Belles Books and Gifts, a thriving online shop that has not only delighted thousands of customers with nostalgic treasures and vintage-inspired finds but has also become a vessel for giving back to causes close to her heart. Her journey is one of resilience, love, and the transformative power of community.
From Retail Sales to Resilient Entrepreneur
Danielle’s career began in retail sales, a field in which she spent more than a decade. She thrived in the day-to-day rhythm of connecting with customers, learning what makes people light up, and cultivating a knack for understanding what truly sells. But in 2015, everything changed when she suffered a serious injury on the job.Suddenly unable to work, Danielle found herself at a crossroads. Bills were mounting, and her beloved elderly dog, Atticus, required medication and care that she could not afford without an income. “I was in a bad place,” she recalls, “but I knew I had to do something—for him, if not for myself.”
It was then that she remembered a conversation with her brother. A year prior, he had suggested she start her own shop. At the time, Danielle laughed at the idea, overwhelmed by the thought of where to begin. But with her options limited and her devotion to Atticus fueling her determination, she took a leap of faith.
Armed with little more than a few items she was willing to part with, Danielle listed her first products on eBay. For nearly a month, nothing sold. Then, finally, one item found a buyer. That small sale was enough to pay for Atticus’s medication, and with that moment came a spark of hope.
Planting the Seeds of Belles Books and Gifts
Encouraged by her very first sale, Danielle began listing more items and soon saw steady growth. What started with Disney products quickly expanded into a wider range of gifts and collectibles, and within six months she realized this was more than a temporary solution — it was the beginning of something sustainable. Her commitment to excellent customer service and the glowing reviews that followed helped word spread, while eBay’s promotional tools and her own locally distributed materials boosted visibility. By 2020, when the pandemic threatened to derail her progress, her business instead soared to new heights as online shopping surged. What began as a way to help her beloved dog had blossomed into a recognized and respected brand.
While growth and success were milestones to celebrate, Danielle’s vision for her business always extended beyond profit. Inspired by her brother’s encouragement and the enduring love of her dog, Atticus, she vowed to use her platform to make a difference. Today, Belles Books and Gifts donates a portion of its proceeds to Feeding America, St. Jude Children’s Research Hospital, women’s shelters, RAINN, foster care charities, and animal rescues — a heartfelt tribute to Atticus, whom she lost in 2020. “I always wanted to give back,” she explains. “Atticus gave me strength when I needed it most, and this business gave me a way forward.” Her philanthropy has become a cornerstone of her brand, giving every purchase a deeper purpose — customers know they are part of a mission rooted in compassion and care.
Danielle Vataj faced her share of challenges as an entrepreneur, with visibility in a crowded marketplace being the toughest. Through persistence and savvy use of social media, she carved out her own space, eventually earning recognition from MSN, Forbes Founder, Fortune, and Elle magazine. Yet, for Danielle, the real pride comes from building something lasting from the ground up.
At its heart, Belles Books and Gifts is about more than shopping—it’s about nostalgia, comfort, and connection. Every item is carefully selected to spark joy and transport customers to cherished memories, while also supporting families, women, children, and animal charities.
Looking ahead, Danielle remains humble yet ambitious, always seeking new ways to grow her brand and give back. Her journey is a testament to resilience, love, and generosity, proving that even life’s hardest moments can lead to meaningful achievements. Through Belles Books and Gifts, she has created not just a business, but a legacy of love in memory of her beloved dog, Atticus.
Contact Danielle Vataj
Connect with Danielle and explore Belles Books and Gifts:
Instagram: @belles_books_gifts
eBay Shop: Belles Books and Gifts
Email: herrosecrown@gmail.com
Follow her journey, discover nostalgic treasures, and support a business with heart!
