How do you turn a childhood tradition into a 31-million-unit global phenomenon?

In this inspiring episode of Ladies Who Launch, Rochelle Humes sits down with Christa Pitts, co-founder of The Elf on the Shelf — a brand that transformed Christmas for families around the world. Christa opens up about the real startup story behind one of the most iconic holiday brands:

• How a family tradition became a bestselling product

• Why every major publisher rejected their book (including being told it was “destined for the damaged goods bin”)

• The scrappy, bootstrapped tactics that got their first 5,000 units made

• How a single paparazzi photo and an appearance on the TODAY Show changed everything

• The power of patience, storytelling, and word-of-mouth marketing

• Managing cashflow, saying “no” to the wrong partners, and building slow, sustainable growth

• How a small family business built its own production company, sold a Christmas special to CBS, and secured a balloon in the Macy’s Thanksgiving Day Parade

• The mindset every founder needs: grit, resilience, and the courage to keep going when no one believes in your idea

If you’ve ever wondered how global brands are built from nothing, or you need a reminder to stay persistent, this episode will light a fire under you.

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Key talking points

00:00 — Meet Christa Pitts: Co-founder of The Elf on the Shelf  

02:15 — The family tradition that sparked a global brand  

05:42 — Every publisher said no (and why they kept going)  

09:18 — Bootstrapping: the first 5,000 units  

12:27 — Taking on debt and betting on themselves  

15:50 — The moment everything changed: TODAY Show exposure  

18:30 — From small business to global phenomenon  

21:14 — Building a brand through storytelling  

24:40 — Managing growth and protecting the mission  

27:55 — Launching a production company and TV special  

31:10 — Breaking into retail and surviving scaling challenges  

34:42 — Leadership, doubt, and building confidence  

38:55 — Advice for women building brands  

42:10 — Slow growth, grit, and long-term success  

45:02 — Christa’s advice for corporate women climbing the ladder

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