Chanda A. Bell

Chanda A. Bell is an American author, entrepreneur, and creative executive best known as the co-creator of the popular children’s book series The Elf on the Shelf: A Christmas Tradition. Before becoming a full-time writer and business leader, she was once a beloved middle school English teacher, which helped shape her interest in storytelling and children’s literature. Now, she is the visionary founder and co-CEO of The Lumistella Company, the organisation responsible for developing and expanding the Elf on the Shelf brand, A Christmas Tradition, and its whimsical world of additional stories. Because of her major role in building this Christmas tradition, she is sometimes referred to as “Santa’s Chief Storyteller.” Her work has helped turn the Elf on the Shelf from a simple book into a global cultural phenomenon.

In 2005, with deeply rooted family values, she united with her mother and twin sister to bring their cherished family tradition to the world. Refusing to accept rejection from established publishers, they risked it all and formed their own publishing company. Their tenacity paid off, and today their assortment of books and products are consistent bestsellers recognised by The Wall Street Journal, USA Today, and Publishers Weekly. Meanwhile the company remains family operated; and, its hero brand, The Elf on the Shelf, has secured status as a “Top 5 Holiday Character” alongside legendary favorites Rudolph and Santa Claus. Additionally, The Elf on the Shelf, Elf Pets, and Elf Mates brands can be found in more than 31 million homes worldwide. Today, Chanda is lovingly referred to as “Santa’s Chief Storyteller,” doing something no other writer has ever done, reshaping the way we celebrate Christmas! Through her imaginative narratives, she has transformed the way kids and families interact with the holiday. Often compared to Walt Disney, Chanda is both a pioneering creative and savvy entrepreneur. She is the driving force behind all the creative content, as well as the company’s products, entertainment, and experience-driven initiatives.

Over the years, she brought Santa’s world to life through a Netflix partnership, launched a travelling holiday musical, and designed a balloon in the Macy’s Thanksgiving Day Parade. As an Entrepreneur Of The Year 2023 regional winner, Chanda balances her work with her commitment to her family, faith, and philanthropic goals. A popular speaker, she has been featured on The TODAY Show, CNN, The Kelly Clarkson Show, and the BBC. Chanda is a twelve-time bestselling author celebrated by USA Today, The Wall Street Journal, and Publishers Weekly. Her stories are among the Top 5 best-selling children’s books. Embracing her author’s soul, Chanda finds immense joy in witnessing how her stories have profoundly impacted millions of families around the world. She continues to write, create, and oversee new projects connected to the Elf on the Shelf universe.