Belles Books & Gifts has become a beloved online destination, but its beginnings were far more humble than most people realize. In 2015, founder Danielle Vataj faced a challenge familiar to many pet owners—unexpected medical bills for her dog. To cover the costs, she began selling a few personal items on eBay. What started as a practical attempt to make ends meet quickly unfolded into something far more meaningful. Danielle discovered that she wasn’t just selling objects; she was creating emotional connections between people and the pieces they brought into their homes. From that realization, Belles Books & Gifts took shape.
From its earliest days, the shop stood apart from the fast-paced, impersonal nature of modern online shopping. Instead of relying on algorithms or trends, Danielle curated items with intention: vintage treasures, first-edition books, handcrafted candles, jewelry, and unique collectibles. Browsing her shop feels less like scrolling through a marketplace and more like stepping into a warm, hidden boutique where every item carries its own story. Nothing is chosen randomly—each piece is selected because it evokes a feeling or preserves a memory.
That same spirit of care extends to every package that leaves Danielle’s hands. Customer service, to her, is a deeply personal practice. Orders are combined thoughtfully, international buyers are treated with the same attention as local ones, and every parcel is prepared with deliberate tenderness. Danielle believes that a package should never feel rushed or generic—it should feel like a gift assembled specifically for the person receiving it.
Beyond its curated finds, Belles Books & Gifts has also grown into a platform for compassion. From the very beginning, Danielle committed a portion of the shop’s proceeds to causes close to her heart. Over the years, she has supported animal rescues, women’s shelters including Woman Aware, and organizations such as the Alex’s Lemonade Stand Foundation, which funds pediatric cancer research. For her, every sale is an opportunity to contribute to something larger—one more way to give meaning to the work she does.
The shop’s dedication to authenticity hasn’t gone unnoticed. Features in outlets like ForbesFounder and The NYC Journal have highlighted Danielle’s unique approach. Yet, despite the attention, she measures success not in press mentions but in the messages from customers whose orders have sparked joy or resurfaced cherished memories. Those human moments, she says, are the true reward.
Nearly a decade after its unexpected beginning, Belles Books & Gifts has become much more than an online store. For Danielle, it represents the belief that commerce can be rooted in kindness, empathy, and connection. Her shelves may be filled with books, jewelry, and keepsakes, but at its core, the shop is built on stories—both the ones behind the items and the ones created when they find their new homes.
Anyone who wants to follow Danielle’s journey or explore the heart of her work can find her on Instagram at @Belles_Books_Gifts, where she shares small glimpses into the thoughtful world she continues to build.
