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 ideaIf 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.🔔 New episodes every Wednesday — subscribe so you never miss a launch.Key talking points00:00 — 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 ladderFOLLOW THE ELF ON THE SHELFhttps://www.instagram.com/elfontheshelf/tiktok.com/@elfontheshelfwww.youtube.com/@ElfOnTheShelfelfontheshelf.com FOLLOW USInstagram: https://www.instagram.com/weareladieswholaunch/TikTok: https://www.tiktok.com/@weareladieswholaunchYouTube: https://www.youtube.com/@Weareladieswholaunch Hosted on Acast. See acast.com/privacy for more information.

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