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 international phenomenon The Elf on the Shelf. As the author of The Elf on the Shelf: A Christmas Tradition and other books from the Santaverse brand , she is often referred to as "Santa's Chief Storyteller." Chanda has brought Santa's world to life with a Netflix partnership, a traveling holiday musical, and the Elf on the Shelf brand Scout Elf character balloon in the Macy's Thanksgiving Day Parade. Today, more than 25 million homes have embraced her magical Christmas characters. She lives in Atlanta, Georgia, with her family.