How ‘Elf on the Shelf’ Conquered Critics and Remade Christmas Commerce Posted byKenny Herzog December 15, 2021 Leave a comment on How ‘Elf on the Shelf’ Conquered Critics and Remade Christmas Commerce Lumistella co-founder and co-CEO Christa Pitts talks about her family’s global domination of the yuletide market, and how they’ve managed to marry big business and holiday magic.