Dani Arndt left the corporate world to pursue her passion: a love for books. Now, she owns The Creative, a small business that curates book boxes and sets the reader up on a blind date with a book. She spoke to SMF News’ Annemieke Thomaidis.
Dani Arndt has always known that she wanted to be free from the chains of corporate life. In July 2024, she relinquished all her life savings, and started her own business. PHOTO: Annemieke Thomaidis
Ever since she was little, Dani Arndt has loved books. Tucked away in bed, her mother would immerse her in the worlds of C.S. Lewis’ The Chronicles of Narnia or Enid Blyton’s The Faraway Tree. So, it only seemed fitting when she started her own business revolving around the thing she loves most.
Ironically, a reading slump is what finally set the pages turning.
Early last year, Dani and a group of friends started a book club called ‘One for the Books’. It had been a while since Dani picked up a novel, and the monthly meetings set her on a frenzy. Not getting enough, Dani scoured the internet for book subscriptions or book boxes.
“I couldn’t find anything,” she says.
Seeing a gap in the market, Dani drained every last drop of her life savings and poured it into a small business called The Creative.
It started as a side hustle. The idea was to sell an “experience” made up of book boxes, mystery books, and literary accessories, she said. Less than four months later, she quit her corporate job to pursue her small business full time.
The first chapter
Dani, or Danielle to her mother when she is in trouble, was born and raised in Somerset West. She completed her schooling at Parel Vallei, and her bachelors and honours degree in psychology through the University of South Africa (UNISA), studying part time.
While she studied, she worked full time in corporate for a logistics company. After six years, she left to work at a non-governmental organisation (NGO) for 18 months. Dani holds the time that she worked at the NGO close to her heart, but says the work was “taxing”.
“[It was] very emotionally draining, lots of travelling,” she says. “So, it was a bit difficult for me.”
Dani Arndt, the owner of the small business The Creative, runs an online shop, regularly sells at the Rooiplein Market, and recently hosted her first Book Swap Club on 31 May at the Thirsty Scarecrow in Stellenbosch. PHOTO: Annemieke Thomaidis
Dani did her first Dorp Street Market in October of 2024, where she almost completely sold out her ‘Blind Date’ books.
“The Rooiplein has really changed the trajectory of the business,” she says. “I’ve got the Stellenbosch girlies, the book girlies that come, and even if they don’t buy anything, they are always there saying hello.”
The positive response comes as no surprise to Dani’s mother, Meegyn Allen, who commends Dani for being a “go-getter” and creating a business that really reflects who Dani is.
“She is The Creative, you know,” says Meegyn. “She’s always thought outside the box.”
I don’t just want to give people books to read. I want to give you more of an experience.
On top of running her own business, Dani regularly performs at her local theatre – The Playhouse Theatre in Somerset West – as a dancer.
Watching shows like So You Think You Can Dance inspired her love for the stage, she says. Since then, she has performed in a range of shows, her favourites being Cabaret (2022), Sister Act (2024), and Happy Days Are Here Again (2025).
Bookish collection
As part of The Creative, Dani sells a myriad of bookish items, like book boxes, bookmarks – some of which are even 3D printed – annotation kits, 3D-printed thumb book holders, and handcrafted miniature books.
Although the mini books are now her best sellers, Dani originally launched her business with two main products: book boxes and ‘Blind Date’ books.
A book box is similar to a book subscription box in that it comes with a blind date book and a variety of bookish accessories, such as stickers and sticky tabs, according to The Creative’s website.
The ‘Blind Date’ books were one of The Creative’s first products. ‘Blind Date’ books are wrapped in paper to conceal the true cover of a book, turning reading into an experience of discovery. PHOTO: Annemieke Thomaidis
‘Blind Dates with a Book’ is not a new concept, according to the New York Times. They became popularised in bookstores that would wrap books to hide their real cover, turning reading into an experience of surprise and discovery.
Dani’s books are meticulously wrapped in brown paper with sheaths to allow bookmarks and stickers to be slipped inside. Floral stickers hold in place a small card with the genre of the book written, as well as its Goodreads rating. It is then topped with a matching colour ribbon, creating an aesthetically-wrapped novel, perfect for a Gen Z audience.
“I don’t just want to give people books to read,” says Dani. “I want to give you more of an experience.”
She is definitely someone who welcomes people in and wants to create this safe space for people.
Her curation process involves tirelessly combing through warehouses and bookstores with her Goodreads app open, mainly sourcing genres such as mystery thriller, romance, and fantasy. This is largely influenced by the fact that they are her favourite genres. For anyone in a reading slump, she would recommend a mystery thriller because Dan Brown, one of South Africa’s famous mystery thriller authors, helped her out of one too.
Her curated list is also influenced by consumer trends and buying patterns. However, Dani does make a point to emphasise that the books she sells are not mainstream. That way she reduces the risk of someone having already read the book.
In under a year, Dani has sold over 1 500 bookish products. Her top seller, the miniature books, have sold more than 250 units. Tied for second place are the ‘Blind Date’ books and thumb book holder, each with 200 sales, while the annotation kits have surpassed 100.
Dani Arndt, the owner of The Creative, with her close friend and book club pal Christy Lubbe. Dani joined the book club to get out of a reading slump. Little did she know it would be the catalyst for the creation of her small business. PHOTO: Annemieke Thomaidis
To add to the experience, Dani has recently started a book club, but with a twist. On 31 May, she hosted her first monthly Book Swap Club, where locals bring a book and then get to take a book.
“I want to have that community of book lovers where we can come together and talk about books, because I don’t think there is a lot out there,” says Dani.
Her long-time friend and fellow book club pal, Christy Lubbe, attended the event and “loved” it. Leaning in, she whispers how “inspiring” it is to watch Dani pen new ideas, which always have community in mind.
“It’s exciting to see how [the business] has grown for her,” says Christy.
Here’s to the next chapter
Dani is a forward thinker. It is not surprising to hear her express all the ideas she has for the future. She visualises “a creative space” – a communal hub where people can connect, sip coffee or wine, and, most importantly, read.
“She is definitely someone who welcomes people in and wants to create this safe space for people,” says Meegyn. “[The Creative] just reflects her passions and who she is as this [person] who will always welcome someone with open arms.”
One of Dani Arndt’s best sellers is the thumb book holder, which is made using a 3D printer. PHOTO: Annemieke Thomaidis
Although she has not yet been able to pay herself a salary, Dani does not regret her choice to become an entrepreneur and start anew.
“When your customers are so happy, that reinforces that you’re doing the right thing,” she says. “They inspire me in a way to keep going and to bring new ideas to the table.”
Note: This article was updated on 13 August to clarify that while The Creative has made profit, Dani has not been able to take home a salary just yet.