If we had to choose one word to describe Sarah Greenwell, it would be energy.
“It was just supposed to be something to do on an evening,” she said when we caught up with her to discuss all things elves. That was between running her own marketing agency, raising her two-year-old daughter and newborn baby boy with husband Ian, oh and looking after her rescue dog Stanley.
Most of us would be happy to have a bath and watch Netflix, but Sarah started An Elf for Christmas. She was looking for a festive tradition that could grow with her family over the years, but couldn’t find exactly what she was looking for. So she set about creating a cute and cuddly elf for her daughter, who would arrive each year on 01 December, building Christmas magic and excitement whilst encouraging good behaviour in the lead up to Christmas Day.
Four years later, she has sold more than 50,000 elves, starting an annual Christmas tradition in homes across the world, including Australia, South Africa, Europe and the USA.