Chanda A. Bell is an American author, entrepreneur, and co-CEO of The Lumistella Company, the Atlanta-based powerhouse that brings Santa’s North Pole to life through consumer products, brand experiences and original entertainment. Co-author of the best-selling The Elf on the Shelf: A Christmas Tradition, Bell nurtured the idea from concept, to creation, to iconic reputation, resulting in the success of The Elf on the Shelf®, Elf Pets®, Elf Mates®, Claus Couture®, and Scout Elves at Play® franchises.

Today, she oversees the vision of the entire The Lumistella Company brand to align creative content with the generative work of company teams, guiding product development, digital, licensing, and consumer marketing to innovate and elevate the traditions of Christmas, fostering joyful moments for families around the world. Bell continues to write holiday-focused books, blending modern storytelling with timeless tradition – a foundation which has positioned the company for success in communicating the story of the North Pole across a variety of media.

As such, Bell has broadened the brand’s entertainment influence each year, with content featuring company brands recognized globally. After the 2011 success of An Elf’s Story, Bell noted the appeal of narratives originating from the North Pole and partnered with her family to create an entertainment focused production company, Scout Elf Productions™. As writer, director, executive producer, and co-owner of this subsidiary, Bell spearheaded the brand’s expansion in the entertainment market with a trilogy of animated specials: Elf Pets: Santa’s St. Bernards Save Christmas (2018), Elf Pets: An Arctic Fox Tradition (2019), and Elf Pets: A Reindeer Tradition (2020), as well as the brand’s first live show, The Elf on the Shelf: A Christmas Musical, a touring stage production that premiered for the 2019 holiday season. Also, Bell has been name a recent winner of the 2023 Ernst and Young Entrepreneur of The Year Southeast Program.