By Trystyn Merrill

This year, 2025, The Lumistella Company is celebrating its 20th anniversary of Elf on the Shelf. The Elf on the Shelf Christmas tradition started in 2005. Since then, 25 million scout elves, pets, and mates have been sold, featured in films, on stage, and in Macy’s Thanksgiving Day Parade. So, who are the geniuses behind this brand? And no, it is not Santa Claus. How and when did Elf on the Shelf hit mainstream? Learn about the History of the Elves and how it came to be.

Carol v. Aebersold, Christia Pitts, and Chanda Bell   Elf on the Shelf balloon in Macy’s day parade (Lumistella.com)

The Elf on the Shelf tradition originated with a Family Tradition in Marietta, Georgia 1974.  Carol v. Aebersold received a pixie elf doll dressed in red and white, whom she had named Frisbee. Frisbee would watch her and report to Santa the next day. Carol passed on his tradition to her own children, Chanda Bell, Christa Pitts, and Brandon.  Similar to modern-day elves, the children would wake up each morning and race to find where Frisbee had hidden next. They were not allowed to touch the elf, or it would lose its magic. 

1974 Original Frisbee scout elf helper (lumistella.com)

 Although the tradition is magical in itself, getting there was not. When Chanda and Christa grew up, they took financial risks to start up the company. Chanda and Carol co-authored the Elf on the Shelf, a Christmas tradition book. Christa, a former QVC host and branding expert, teamed up with her sister and mom to add an elf to the book. “We had been turned down by everybody. We had the book, and we had it illustrated, but nobody wanted it. No one saw value in it.” (Fox business). Said Christa. The girls decided to self-publish and were the CCA and B LLC. Christa turned to the money from her recently sold house, money from her parents’ 401K, and the rest from credit cards. When units were made, they started selling at local Christmas markets. “We had to tell every single person who passed by what this was because there was no frame of reference for the idea.” (Fox Business) Christa said. That year, they sold 5,000 units, and any revenue made went back into the company. Then they hit a three-year low and made no money. 

Carol Aebersold and daughter Chanda A. bel  (lumistella.com)

Fast forward to 2007, Elves became mainstream. A photo of actress Jeniffer Gardner seen with the elf and the book drove the media wild, landing the girls a segment on The Today Show. In 2010, parents shared their funny elf scenarios online. Then by 2012, they launched a digital app, animated movie, and added 14 more partners to their licensing division; from there, the company received brand recognition. New products were released, elves with different skin tones, genders, and pets. When 2020 hit, the Company rebranded to the Lumistella company to reflect its portfolio growth. Scout Elf Productions, an animation company, was started up to advertise their continuously growing Lumistella company.

Cleberty press Jennifer Gardener and elf kit clause couture collection launches, introducing a new line of clothing (Lumistella.com)

The Elf on the Shelf tradition, originating from Carol’s childhood, is in millions of households today. Despite the many challenges faced while trying to get the startup off its feet. Through continued effort from Carol v. Aebersold, Chanda Bell, and Christi Pitts, the Lumistella company’s net worth today is 100 million. “If you took everyone who told you ‘no,’ or was a naysayer or doubter, and you believed them, you would never conquer barriers. The obstacle is kind of the way the entrepreneurial mindset works. There’s always going to be an element of optimism; that said, the challenges are enormous.” (Fox Business) -Christa Pitts.

Chanda Bell and Christa Pitts (Business Insider)  Chanda Bell, Christa Pitts, and Carol Aebersold at Macy’s Day Parade behind the Elf float