Meet Danielle Apparito | Owner & Cofounder

We had the good fortune of connecting with Danielle Apparito and we’ve shared our conversation below.

Hi Danielle, is there something that you feel is most responsible for your success?
The biggest factor behind the success of Southwest Treasures is our perseverance and community. When things slow down or get tough, we don’t give up – we push harder. We also believe in growing together, not alone. That’s why we love collaborating with other small businesses, whether it’s featuring their products in our Treasure Sets, using their items in giveaways, or finding other creative ways to lift each other up. I feel the combination of resilience and collaboration has been the key to our success.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
What sets us apart is the way we approach sourcing and relationships. We’ve built strong connections with factories and mine owners all over the world, which gives us the unique opportunity to hand-select each and every piece we bring in. This not only ensures the highest quality, but also allows us to be part of shaping what could become the next trending carving or item on the market.

The journey hasn’t been easy – there have been challenges along the way, from navigating quality differences to learning the ins and outs of the industry. One of the biggest lessons we’ve learned is that not all items are created equal in terms of quality or value, and understanding that has helped us refine our standards and protect our customers’ trust.

We’ve also been fortunate to have a few established and successful businesses take us under their wings early on, sharing guidance and showing us the ropes. That support, combined with our own determination, has been a big part of how we got to where we are today.

What we’re most proud of is not only the pieces we offer, but also the relationships we’ve built along the way – with suppliers, collaborators, and especially our customers. Our story is about passion, persistence, and community, and that’s what we want the world to know about our brand.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend came to visit San Diego for a week, we’d mix adventure, food, and scenic spots. We’d start with Julian, exploring the charming shops, tasting famous apple pie, and taking a short hike in Cuyamaca Rancho State Park. Back in the city, we’d enjoy pizza at Mona Lisa in Little Italy and walk the street to find other delicious Italian pastries and coffees. Another day, we’d pick fresh strawberries at the Carlsbad Strawberry Fields and then head to La Jolla to explore the tide pools and watch the seals. Can’t forget we’d have to indulge in lots of Mexican food too because San Diego has the best! We’d carve out a day for hiking – Torrey Pines or Cowles Mountain are perfect for amazing views – and also spend an afternoon at Viejas Casino for a little fun, shopping, and dining!

Who else deserves some credit and recognition?
I’d love to dedicate my shoutout to the amazing small business community around us. So much of our growth and inspiration comes from collaborating with other makers and entrepreneurs – whether it’s through partnerships, being alongside of them at Vendor Markets or featuring their unique products in our Treasure Sets. Their creativity, support, and encouragement keep us motivated, especially during the hard times. I’d also like to thank our loyal customers who continue to believe in us and cheer us on – they’re truly the heartbeat of what we do.

Website: https://www.southwesttreasures.shop

Instagram: https://www.instagram.com/southwest_treasures

Facebook: https://www.facebook.com/SouthwestTreasure

Yelp: https://www.yelp.com/biz/southwest-treasures-santee-5

Image Credits
Southwest Treasures