Turning a Family Tradition Into a Holiday Marketing Juggernaut

Christa Pitts on taking The Elf on the Shelf from a self-published book to a global IP

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Christa Pitts didn’t know a career in sales would give her the entrepreneurial foundation to run a global company beloved by families.

Pitts—along with her twin sister, Chanda Bell, and their mother, Carol Aebersold—heads up The Lumistella Company, which makes The Elf on the Shelf brand of books, toys, entertainment and immersive experiences that has become a holiday tradition worldwide.

Her path to success came through a career in sales. After college, her first job was at Aramark, selling uniforms to companies, which she continued to do for several smaller manufacturers before taking a friend’s suggestion and trying out for a hosting gig on shopping channel QVC.



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This story first appeared in the Dec. 6, 2021, issue of Adweek magazine. Click here to subscribe.