Dolly Parton's legacy is staying in the family, right down to the blonde hair and bright smile.
Danielle Parton, the country music legend's niece, has been named the official brand ambassador of the Dolly Parton Estate, taking on a public-facing role in preserving her aunt's legacy and helping carry forward the business empire she built.
The announcement came Oct. 23, nearly two months after the "9 to 5" singer died at age 80.
In a video announcing her new role, Dolly makes the introduction.
"Ladies and gentlemen, my niece Danielle Parton," the entertainer said before Danielle appeared.
The two women share more than a last name, including a sharp sense of humor. But Danielle makes one thing clear: She's not trying to fill Dolly's shoes.
"I would never
try to speak for Dolly, and I'm not crazy enough to try to fill her shoes. God knows I couldn't walk on them without killing myself," Danielle joked. "What I can do is share the woman that I knew."
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A Parton of many colors
Danielle grew up in East Tennessee, where she knew the international superstar by a different name: Aunt Granny.
"She loved us deeply, believed in big dreams, and she always encouraged me to find my way in this world," Danielle said in the video. "For me, that path led to the sky."
The daughter of Bobby Lee Parton and Doris Maxine Noland, Danielle graduated from Belmont University in 1998, becoming the first woman in the Parton family to earn a four-year college degree.
She began her aviation career as a flight attendant before becoming a pilot and serving 20 years in the Air National Guard.
During her military career, she flew C-130 and C-5 aircraft, completed combat deployments and earned the Combat Action Medal and Air Medal. She retired in 2025, with Dolly delivering a speech at the military retirement ceremony.
In 2022, she launched Shine Girl, a moonshine distillery and retail business in Pigeon Forge, Tenn., fittingly two doors down from Dollywood.
Danielle drew inspiration from generations of family moonshiners. Her grandfather, Lee Parton, made moonshine to support his family. Her great-grandfather, Wiley Noland, also made moonshine, while another relative, Sheriff Ray Noland, was known for shutting down illegal operations.
"It's my way of taking my family's history of moonshining, maybe drinking a little, and carrying it my own way into the future and putting a modern twist on it," she said.
Working '9 to 5' and beyond
Danielle joins the estate as Dolly's businesses and entertainment projects continue following her death.
In August, longtime manager Danny Nozell announced that Parton had spent years working with a handpicked team to develop a roadmap for future releases, products and experiences.
"Dolly worked up until the day she died," Nozell said. "She loved seeing her dreams come to life and loved knowing her work brought people joy."
Among the projects are Nashville's SongTeller Hotel and Life of Many Colors Museum, which opened in September. The museum is curated by another niece, Rebecca Seaver.
Other ventures include Cup of Ambition Coffee, a forthcoming Kendra Scott jewelry collection, dog treats with Purina and a home decor line.
"DOLLY: A True Original Musical" is scheduled to begin Broadway previews Dec. 7, ahead of its Jan. 19, 2027, opening.
A biopic, docuseries, scripted television series and Dolly avatar show are also in development.
The estate has not specified whether Danielle will have operational authority over those businesses. Her announced role centers on representing Dolly's legacy and supporting the people continuing those projects.
"Like so many of you, losing her has changed something for me," she said. "It made me think of the stories, values, and lessons that she left behind, and the responsibility that our family has to care for them."
'I will always love you'
Danielle's appointment follows an Oct. 21 celebration of her aunt's life at Belmont University, which Danielle attended.
"CMA Presents I Will Always Love You: A Celebration of Dolly Parton" featured performances by Reba McEntire, Carrie Underwood, Lainey Wilson, Vince Gill and other country stars.
The Country Music Association, Belmont University, Disney and Nashville Convention & Visitors Corp. also announced a combined $1 million donation to Dolly Parton's Imagination Library.
The literacy program, founded in 1995, has distributed more than 300 million free books to children.
Danielle continues to fly commercially, piloting Boeing 787 aircraft, while navigating a breast cancer diagnosis and taking on the responsibility of helping preserve her aunt's legacy.
"I'm still a pilot. I'm still a girl boss, and I'm still Danielle," she said. "But I'm also still a Parton, and I'm so grateful to help care for a legacy that means so much not only to my family, but to all of you."
Bryan West is a music reporter at The Tennessean, part of the USA TODAY Network. Follow him on Instagram, TikTok and X as @BryanWestTV.
This article originally appeared on Nashville Tennessean: Dolly Parton's niece Danielle named estate brand ambassador.
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