Chanda Bell was once a beloved middle school English teacher. Now, she is the visionary founder and co-CEO of The Lumistella Company, home to the author-published phenomenon, The Elf on the Shelf: A Christmas Tradition book, whose main character has secured status as a “Top 5 holiday character” alongside legendary favorites Rudolph and Santa Claus*! 

Often compared to Walt Disney, she is the driving force behind all product development, entertainment, and new initiatives. Today, Chanda is lovingly referred to as "Santa's Chief Storyteller," doing something no other creative author has ever done—reshaping the way we celebrate the Christmas season!  

Over the years, she has brought Santa’s world to life with a Netflix partnership, launched a traveling holiday musical, and designed a The Elf on the Shelf brand Scout Elf character balloon in the Macy’s Thanksgiving Day Parade®. Today, more than 31 million homes have embraced her magical Christmas characters. 

Forever an author at heart, Chanda derives immense joy witnessing the profound impact her stories have had on families. 

*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.