Danielle Riddle is originally from Boise, Idaho. When it came to creativity, she was constantly surrounded by it. Her mother was a painter, and her father played guitar and sang. Initially, she wanted to be a singer like her parents but realized she didn't have the same vocal talent. So she turned to play piano and guitar instead and found that she was good at it. Fast-forward years later, Danielle has a successful career but feels like something is missing. Every day, her friends and peers would come up with another story about how they had figured out a new angle or idea that was popular and selling online. It seemed like everyone except her had a side-channel business. So, like she did when learning how to play music, Danielle rolled up her sleeves and got to work brainstorming some viable ideas.