the
MAGIC behind
our brand
we are proud to be…
female founded.
FEMALE OWNED.
FEMALE LED.
We are The Lumistella Company, home to The Elf on the Shelf, Elf Pets and Elf Mates brands.
CHERISHED
family values
Many Christmases ago, my crafty mother embarked on a quest to harness my identical twin sister Chanda Bell and my festive enthusiasm during the holiday. She introduced the idea of what would become The Elf on The Shelf brand to our family.
Decades later, with grandchildren on the scene and a belief that all families need the magic of our cherished childhood tradition…. a company was born.
A Huge Win!
EST. 2005
With little in our pocket, much support from our friends and family, we risked it all. Chanda took on massive amounts of credit card debt, our mother cashed in her 401(k) and I sold my home all while quitting my career as an award-winning QVC program host.
Many long days. Thousands of sketches. Hundreds of calls. Money lost. Money earned. Many “nos” a few “yeses.” We got our first break – the paparazzi went wild – Jennifer Garner was seen carrying The Elf on the Shelf book. A huge win!
Hello
household name!
After years of elbow grease and support from our brilliant team, The Elf on the Shelf brand wins a fanbase of families worldwide. From Elf Pets®, a Macy’s Thanksgiving Day Parade® and hitting the USA Today, Publisher Weekly and The Wall Street Journal bestseller lists 12 years in a row (and counting!), The Elf on the Shelf brand character becomes recognized as a Top 5 holiday character next to Rudolph and Santa Claus*.
*Source: Independent study commissioned by CCA and B, LLC aba The Lumistella Company and conducted by Beano Brain. Nov 2022 – Feb 2023. US based. Demographic: Women 25-49 with Kids 3-9.
a christmas
empire
*Source: “Here are the top 10 children’s books.” USA TODAY, March 1, 2019.
Celebrations are in order & we are thrilled! The Elf on the Shelf: A Christmas Tradition becomes the 4th bestselling children’s book of the last 25 years (even surpassing popular titles by Dr. Seuss!)*. A Christmas universe is brought to life through multiple animated specials streaming on Netflix, a traveling holiday musical, and a Food Network holiday baking show. From The Kardashians to The Today Show and partnerships with Kellogg’s and Macy’s, more than 31 million The Elf on the Shelf® Scout Elf® dolls, Elf Pets® and Elf Mates® are sold.
Sisters Forever.
Giving Back.
As sisters and co-CEOs, we are forever on a mission to ensure joy. We spread our magic of family values and entrepreneurship through stages, podcasts, and schools. Together, we contribute as board members and donors, supporting families in need while mentoring female-founded startups.
IN 2023, WE WERE CROWNED ERNST AND YOUNG ENTREPRENEUR OF THE YEAR® 2023 REGIONAL WINNERS, THE HIGHEST HONOR IN BUSINESS.
