By June of 1999, Valerie Shondel, Estelle’s daughter, was very involved in the company on a day-to-day basis. To recognize and reward Valerie for her commitment to Selecto-Flash, Estelle transferred a portion of the company to her. Then in 2003, when Estelle decided to step back from the day-to-day running of the business Valerie took over as the Chief Executive Officer.