Alright – so today we’ve got the honor of introducing you to Danielle Apparito. We think you’ll enjoy our conversation, we’ve shared it below.

Danielle, looking forward to hearing all of your stories today. What’s been the best thing you’ve ever seen (or done yourself) to show a customer that you appreciate them?

At Southwest Treasures, we love showing our customers how much they mean to us. Every order includes a small gift and a handwritten thank you note – it’s our way of sending a little extra positivity and thanks with each of our packages. For our regulars, we like to occasionally go the extra mile and surprise them with something special chosen just for them. We pay close attention to the materials, crystals, or themes they love most, so those surprises feel truly personal. It’s always so rewarding when they message us excitedly, saying it made their day – that connection is what makes it all worthwhile.

Danielle, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

We’re a husband-and-wife team whose “crazy rock addiction” started with a simple kindness project. We were searching for smooth, beautiful rocks to hand-paint and leave around town to brighten someone’s day. From there, our hobby grew into a love for succulents and soon, each plant we potted had its own crystal tucked inside for a little extra positive energy. Before long, our crystal collection completely took over our home, and that’s when Southwest Treasures was born.

What started as a creative passion quickly turned into a small business built on connection, care, and community. We specialize in hand-selected crystals and unique treasures that inspire peace, balance, and joy. Every piece is chosen with intention, sourced directly from trusted vendors who work closely with the mines and factories so we can offer the best quality at fair prices.

But at the heart of Southwest Treasures is kindness. Over the years, we’ve hosted and supported numerous fundraisers benefiting animal rescues, women’s shelters, veterans’ programs, schools, and community causes close to our hearts.

For us, Southwest Treasures isn’t just about crystals – it’s about spreading light, gratitude, and good energy, one small act of kindness at a time.

Can you share a story from your journey that illustrates your resilience?

One of the biggest lessons we’ve learned on this journey is that passion and perseverance can turn even the toughest moments into opportunities for growth. When we first started Southwest Treasures, it was just the two of us – working out of our home, packaging orders late at night after long days at our regular jobs. There were times when it felt overwhelming, especially during those early months when we were still learning everything ourselves, from sourcing to shipping and to running a website.

Then, during one of our busiest seasons, a major supplier we relied on suddenly closed down. Instead of giving up, we took it as a chance to dig deeper into the heart of our business. We reached out directly to miners and artisans, built new relationships, and created even stronger partnerships than before. That challenge actually reshaped our entire approach – it allowed us to offer better quality products, fairer prices, and a closer connection to where our treasures come from.

Looking back, that experience reminded us why we started in the first place – to share something meaningful and to build community through kindness and authenticity. Every obstacle has made us stronger, more creative, and even more grateful for the people who support what we do.

What’s a lesson you had to unlearn and what’s the backstory?

One of the biggest lessons we had to unlearn was taking a supplier’s word at face value when it came to the materials we were purchasing. In the beginning, we trusted that what we were being told about each crystal or mineral was accurate – we assumed everyone in the industry shared the same honesty and passion that we did. But as our business grew, we began to realize that not everything being sold as “natural” or “rare” truly was.

Instead of getting discouraged, we decided to educate ourselves. We spent countless hours researching crystal formations, geological classifications, and the processes behind man-enhanced or lab-grown materials. We learned how to identify genuine stones, understand their origins, and recognize the differences between natural, treated, and synthetic pieces.

That experience completely changed the way we run Southwest Treasures. Now, we verify every source, work directly with trusted vendors who can confirm origin and authenticity, and make sure we’re transparent with our customers about what they’re buying. It taught us that knowledge is empowerment and that doing the right thing, even when it takes more time and effort, is always worth it.

Contact Info:

• Website: www,southwestreasures.shop
• Instagram: https://www.instagram.com/southwest_treasures
• Facebook: https://www.facebook.com/SouthwestTreasure

Image Credits

Southwest Treasures
Lynda Marrokal (L&M Photo)