Elissa Underwood Helling is the Founder and CEO of The Uptown Baby, a luxury bamboo children’s sleepwear brand designed to help families create healthy bedtime routines. After building a career in real estate development revitalizing nuisance properties through her company NOLA Redevelopment Project, she transitioned into entrepreneurship after becoming a mother and seeing a need for better sleep solutions for babies. Since launching The Uptown Baby in 2023, Elissa has grown the brand to over $1 million in sales with products in more than 170 boutiques nationwide, establishing it as a rising brand in the premium children’s apparel space.