Christa Pitts – Wild Business Growth Podcast #347: The Elf on the Shelf, The Lumistella Company

Live by The Golden Rule. That’s the story of this week’s Wild Business Growth podcast guest, Christa Pitts. Christa is the Co-Founder & Co-CEO of The Lumistella Company. Listen to the episode on Apple Podcasts, Spotify, and your other favorite podcast platforms, and watch on YouTube.

• Episode Summary & Player
• Full Transcript
• Show Notes
• Wild Business Growth podcast Summary

Episode 347: Christa Pitts – The Elf on the Shelf, The Lumistella Company

Christa Pitts, the Co-Founder & Co-CEO of The Lumistella Company, joins the show to share her journey from QVC host to creating The Elf on the Shelf. Hear how The Elf on the Shelf came to life, the moments that made it a hit, how to handle rejection as an entrepreneur, how she achieves work-life balance with her identical twin sister Co-CEO, and how to get better on camera. This episode covers everything from Jennifer Garner to the Six Thinking Hats. Here’s a small sample of what you will hear in this episode:

• Where did the idea for The Elf on the Shelf come from
• What was going through Christa’s mind when The Elf on the Shelf went viral
• How do you build a great company culture
• What’s it like having an identical twin
• National Lampoon’s Christmas Vacation

Connect with Christa at ElfOnTheShelf.com, Lumistella.com, ChristaPitts.com, ChandaBell.com, and on LinkedIn.

Enjoy the shoooooow! Check out the show notes below for much more detail. You can also find the full transcript here.

Show Notes

• Intro & QVC
  • [0:27] Email me at to save time with your high-quality podcast and use it as a business-building tool
  • [0:32] Connect with Christa at ElfOnTheShelf.com, Lumistella.com, ChristaPitts.com, ChandaBell.com, and on LinkedIn
  • [2:19] How do you become a QVC host
  • [4:20] How do you get better on camera

• The Elf on the Shelf Story & The Lumistella Company
  • [5:56] Where did the idea for The Elf on the Shelf come from
  • [7:32] How did they write The Elf on the Shelf book
  • [10:21] How did they get some PR wins for The Elf on the Shelf (Public Relations)
  • [12:04] How do you handle rejection as an entrepreneur
  • [14:18] How does The Elf on the Shelf get made
  • [16:04] When did Christa know The Elf on the Shelf would be a hit
  • [18:22] Jennifer Garner with The Elf on the Shelf
  • [19:02] What was going through Christa’s mind when The Elf on the Shelf went viral
  • [21:47] How do you prepare your company to handle more business
  • [24:28] 10 Lessons from the North Pole from Madame Founder
  • [24:54] Lumistella.com
  • [25:16] How do you build a great company culture
  • [28:13] How has Christa grown The Lumistella Company
  • [29:58] The Wild Business Growth podcast is on YouTube! Subscribe @MaxBranstetter to watch full video interviews with Wild entrepreneurs like Christa
  • [30:00] Sign up for the Podcasting to the Max newsletter at MaxPodcasting.com/Newsletter and receive How to Edit Your Podcast in Audacity. It’s where podcasting meets entrepreneurship – and terrible puns
  • [30:01] Such an honor speaking at Podcast Movement ’23 in Denver! Sign up to grab the slides from my session at MaxPodcasting.com/PM23

• Inspiration & Creativity: Working with Your Twin
  • [30:23] How do Christa Pitts & Chanda Bell operate as Co-CEOs
  • [32:29] How are Christa & Chanda different in the workplace
  • [34:07] How do you achieve work-life balance in a family business
  • [35:25] Six Thinking Hats by Edward de Bono
• Rapid-Fire Q&A
  • [36:40] What’s it like having an identical twin
  • [37:42] What was Christa’s baseball card business as a kid
  • [38:38] Jose Canseco Rookie Baseball Card, Wade Boggs Baseball Card
  • [39:03] Is Christa an Atlanta Braves fan
  • [39:14] Hank Aaron
  • [39:50] What is Christa’s fondest Christmas memory in addition to The Elf on the Shelf
  • [41:35] National Lampoon’s Christmas Vacation
  • [41:53] Connect with Christa at ElfOnTheShelf.com, Lumistella.com, ChristaPitts.com, ChandaBell.com, and on LinkedIn
  • [42:35] What are Christa’s Final Thoughts
  • [43:11] Follow the Wild Business Growth podcast and tell a friend about the podcast. And show love (or roast me) by leaving 5 stars on Apple Podcasts and/or Spotify
  • [43:20] The Wild Business Growth podcast is on YouTube! Subscribe @MaxBranstetter to watch full video interviews with Wild entrepreneurs like Christa
  • [43:21] Check out the Wild Business Growth podcast on Goodpods, where you can see what your favorite people are listening to
  • [43:23] Connect with me on LinkedIn, Instagram, Twitter (aka X), and Threads @MaxBranstetter and TikTok @WildBusinessGrowth
  • [43:25] Save time with your high-quality podcast. Email me at to bring your podcast to life and use it as a business-building tool
  • [43:30] Sign up for the Podcasting to the Max newsletter at MaxPodcasting.com/Newsletter and receive How to Edit Your Podcast in Audacity. It’s where podcasting meets entrepreneurship – and terrible puns
  • Theme music: Freestyle Percussion Magik – “Jungle Tribe” – provided by Jamendo

What is the Wild Business Growth podcast?

Wild ideas. Wild growth. Every Wednesday morning a new entrepreneur joins the Wild Business Growth podcast to share the wildly creative and unusual ways they grew their business – and teaches you how to do it, too. Hear the minds behind WordPress, Stacy’s Pita Chips, Drybar, NFL RedZone, Big Mouth Billy Bass, the voice of Bart Simpson, and more Wild stories. Hosted by Max Branstetter (that’s me), Founder and Podcast Producer at MaxPodcasting.

How do you start a podcast?

Interested in starting a professional-sounding and professional-looking podcast for your brand, but don’t want to deal with the time commitment of all those behind-the-scenes details? I’ve got you covered. Email me at to save time with your high-quality podcast and use it as a business-building tool.

Thanks for listening to Christa Pitts on the Wild Business Growth podcast. To hear more Wild stories like this one every Wednesday morning, follow the Wild Business Growth podcast and tell a friend about it. And hang out together with The Elf on the Shelf. Until next time, Let your business Run Wild…and Bring on the Bongos!!