🔎 [i]>Founder — Story
✩ Curious Collector ✩
🔎 Treasure Tale History
James Massey didn’t just stumble into the world of rare treasures — he dove in headfirst, grinning all the way. His journey began in the late 1990s, powered by a childhood filled with garage-sale legends, quirky heirlooms, and grandparents who proudly prioritized Antiques Roadshow over cartoons. (And honestly, who needs superheroes when you’ve got surprise appraisals?)
👓 From Blur to Treasure
James didn’t know he was nearsighted until the day he put on glasses and promptly fell in love with the world — trees had leaves, signs had words, and junk had potential. That first moment of clarity stuck with him, becoming a lifelong metaphor: sometimes, all it takes is a better lens to spot something extraordinary.
🗺️ A Brain Like a Treasure Map
James’s imagination was always in overdrive. He remembered the oddest things, spotted patterns in the chaos, and found answers to life’s puzzles in vivid daydreams.
Only later did he discover that his superpowers — dyslexia and ADD — were the reason letters danced and emails felt like mountaineering.
But they also gave him something extraordinary: the ability to hyper-focus on the obscure, the overlooked, and the undervalued.
He considers it one of his greatest gifts — and he wouldn’t trade it for anything.
He’s fond of saying:
“If my brain were a room, it’d be an attic full of treasure — and squirrels.”
🔗 Curious what dyslexia feels like? CNN made a great demo: Try the simulation
🛠️ Building the Site With Duct Tape & Daydreams
In 2008, James had no tech background, no funding, and no clue. Just a beat-up laptop, a stack of sticky notes, and the unshakable belief that amazing resale stories deserved a home. So, he taught himself to code (badly), design (questionably), and curate (joyfully). What Sells Best was born — a humble archive of big wins, wild luck, and everyday people finding fortunes.
Over time, it grew into a 1,600-page maze of headlines, leads, and international oddities. Some pages looked like press kits, others like ransom notes. But James loved them all.
🎪 Mistakes Were Made… and They Were Glorious
In 2012, James’s mom relayed a gentle nudge from his uncle: “So... what does it do?” That inspired a pivot. James got serious about organization — kind of. He began labeling things. Bold headlines. Bigger fonts. Wild public domain art. He took cues from his favorite showmen: P.T. Barnum, George Ohr, Ivar Haglund. Typos? Frequent. Spelling? Adventurous. But oddly, media reps and A-list assistants still called — even when the site looked like it was held together by paperclips and blind optimism.
James’s response?
“I figured if I couldn’t stop typos, I might as well give them a stage.”
🎥 Talkies & Treasures
By 2015, James was dabbling in video, channeling the spirit of 1920s newsreels with the gusto of a community theatre narrator. Were they polished? No. Were they heartfelt? Completely. He believed every great find deserved a spotlight — even if the spotlight flickered a little.
🎬 Watch this early video experiment — "one man’s tribute to the fearless spirit of Florence Foster… as a news broadcaster”
🔗 Click to view
🖼️ From the Vaults
🐶 Bulldog Bulletin Sample
Part clue. Part collage. Part chaos.
📎 Preview the whimsy
🖼️ Early Digital Collage
Made with zero training and maximum enthusiasm.
📎 See the art that started it all
🧭 Helping Treasure Seekers Get Unlost
Through years of digging, James uncovered a goldmine of tools — free databases, world-class specialists, and quiet legends who helped identify million-dollar finds.
As for favorites? He’s cataloged hundreds — including a $100 Buddha statue from a garage sale that turned out to be a 15th-century treasure, later auctioned for $2.1 million.
His directory is constantly evolving — shaped by real-life questions and curious encounters. Once, someone left a voicemail asking where to send their house keys. Another time, a man from India emailed hundreds of coin photos over the course of a week. (James still hasn’t finished scrolling.)
Now, variations of James’s gentle disclaimer appear everywhere. They all basically say:
“I’m not the expert — but I’ve mapped out where to find them.”
🧯 A Pandemic, A Pivot, and a $50M Painting
When the world paused in 2020, James hit ‘rebuild.’ He focused on mobile access, usability, and making the archive easier to explore. Platforms changed. Pages broke. Features disappeared. But James kept going.
Then in 2021, he received a surprising voicemail: someone wanted help selling what they claimed was a $50 million painting.
He laughed… then panicked… then laughed again. It wasn’t his lane — but it proved that the archive had become something much bigger. It needed structure. Fast.
🔧 Tools for Treasure Lovers
“The real treasure isn’t the thing. It’s knowing who to ask about the thing.”
So, he built directories — simple, smart paths to auction houses, trusted appraisers, and valuation tools. He started tracking success stories. He added maps. And slowly, the chaos became… a scrappy little treasure directory he could carry in his pocket like a decoder ring.
🎨 Turning Chaos Into Charm
At its peak, the site looked like a collage made by a clever raccoon: wild headlines, random maps, mysterious buttons. Was it research? Satire? Art? All of the above. But people kept coming — curious, confused, entertained. And that’s exactly how James liked it.
Collaborators from Fiverr, Upwork, and around the globe pitched in. Some became lasting partners. Others disappeared into the mist. All left fingerprints on the archive’s evolution.
🤖 Then Came AI
In 2022, ChatGPT and AI art tools arrived — and James lit up. It was like putting on those magical glasses again… only this time, they came with a jetpack and 24/7 editorial assistant. For the first time, he could clearly express his ideas fast. AI helped him write better, illustrate faster, and clean up years of content dust bunnies.
🐾 The Joy of Bulldog Bulletins
Now, James creates Bulldog Bulletins — mini treasure tales wrapped in a little mischief. They’re part newsletter, part digital art project, and part hilarious deterrent to phone calls. Each one captures the delight of discovery… and makes James laugh. And for him, that’s reason enough to keep making them.
📌 Stuff People Actually Asked Him
“Can I mail you my attic?”
“Would you appraise my grandma’s toe ring?”
“Is it illegal to sell haunted dolls?”
(Answers: no, please don’t, and… it depends on the doll.)
🗺️ Final Thoughts
James’s goal is the same as it’s always been: to preserve treasure stories, gather the best tools, and help everyday people follow the clues left behind by lucky first-timers and seasoned hunters alike.
His favorite quote?
“It’s the story that makes a treasure priceless.”
And yes — he’s still happily lost down the rabbit hole. 🕳️
📎 A Friendly Note on Tone
While James’s story is mostly true, a few parts have been creatively embellished — mostly to protect the innocent. He’s fine with that — he collects legends, too.