63: Growing Wiser, Bolder, and Truer to Yourself in a Complicated World with Emily Ley

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Hello, everyone.
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Welcome back to Practical Rebels.
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Veronique at Hotchmark here, and I am joined today by somebody that I'm very excited to talk to, Emily Lay of Simplified.
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Hey Emily, thanks for joining us.
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Thanks for having me.
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So Emily is a um very broad entrepreneur.
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You've done so much in your career.
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And obviously, you know, you are in Penskill as well.
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So it's really cool to be sitting down and chatting about business things.
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So for those of you that don't know, Emily started Simplified Planners in 2012.
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You have full grown this company fully independently to a national business.
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You are now in Target, Walmart, Office Depot, Staples, among others.
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I think I was in HomeGoods the other day, and or I previously I've been in HomeGoods and seen the sum of your actual like physical products.
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You're an author.
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You've written 12 books, including a cookbook.
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I saw on Instagram.
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You're doing another one now.
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I don't say I don't like to be not busy.
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I like to be busy.
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I need to I need to be doing something.
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Yeah, yeah.
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No, I totally get that.
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But like you kind of do it on another level.
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You have the simplified podcast, a substack that's now number one on parenting.
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You do nonprofit work with Rally Foundation.
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We're on their advisory board.
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And I think many people will probably have heard your name last year amongst the tariff debate.
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So now you're in politics, too.
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Apparently.
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Last year was a big last year was a big year.
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Oh my goodness.
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Good one, though.
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Yeah, yeah, yeah, yeah.
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So anyway, I just wanted to give everybody a rundown.
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I'm very glad to be talking to you today.
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And I one of the things that's been so cool is you know knowing you a little bit personally and then also just seeing all the things on the internet as you get things done.
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You've done so much to kind of evolve your business around your life, shifting your focus around what matters to you, especially as we get older.
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I've been the same way to really like focus what you're doing around what matters to you.
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So yeah, let's kind of start from the beginning.
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Yeah.
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I mean, it's been an evolution.
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It's crazy.
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When I when I first got started, I was so I created the Simplified Planner in 2012, but actually started my company in 2008 making wedding invitations and stationery.
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I was working in nonprofit work and kind of like climbing the corporate ladder.
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And I was just miserable with the idea of like sitting in a chair from eight to five and doing what someone else told me to do.
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You know, elder millennial here.
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Yeah.
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So I um I would like, you know what, Etsy's new, like Facebook was the thing.
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Maybe I'll start a blog and I will start making wedding invitations in stationery and sell them online.
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And the idea was like it would just be something small as like supplemental income, that kind of thing.
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And kind of like you said, I don't, I don't really know how to be in the gray area.
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I mean, they're like all gas or all break.
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And so I was full speed ahead and it just grew and grew and grew.
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And it's been a crazy, it's been a crazy wild ride, but it's been it's been so much fun.
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And yeah, now we have products that we sell online, but then we sell them in big stores.
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And I'm writing and managing our team of of eight women located all over the country.
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And yeah, sued the president last year.
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No big deal, just on the side with everything else going on.
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No.
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Yeah.
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So, like when you first got started, and I have a feeling like I your husband Brian is also incredibly entrepreneurial.
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You guys are such a match.
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And, you know, when you first got into the planner territory in 2012, like you started this because you wanted to create something where you saw a gap in the market.
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You were like, I don't like what's out there.
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I want to build something that's specifically for my needs.
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Like, at what point?
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And I've done this too, I get it.
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Everything has to be a business.
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At what point are you like, Oh my gosh, I'm gonna turn this into a business?
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Yeah.
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Well, I mean, I so I had the the business that I was running doing like design work and making, you know, paper goods and that kind of thing.
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And I had our first son in 2011.
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And I've always been that girl that like I lived for the back to school season and going to the store with my parents and like buying all the Lisa Frank trapper keyboards finders and like sparkling means, yeah, reinvent myself and get my life organized.
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Like I just was that type A girl.
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And so when I had my son and I was running a business, I was kind of like really overwhelmed.
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And I really was convinced that everybody else, like the comparison game had started on the internet at that point, and I was convinced everyone else was doing it all really well, and I was just flailing.
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So really overwhelmed.
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I went to Target as we do to solve my life problems, and spent a long time in the aisle where all the planners and organizers and things were, and I was like, everything here just makes me feel so overwhelmed.
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I just wanted a place to keep track of my day and keep track of my to-do list.
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And everything was like, How many glasses of water did you drink, or how much did you blow your budget today?
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And so I came home and kind of mocked up what a simplified planner would look like, and was kind of sharing my story online at the same time, and it just resonated with people who were kind of in a similar boat to me, trying to manage, you know, trying to do home life and work life well.
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And that's when I was like, you know what, I think this could be something.
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I think I could, I could turn this into something.
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And my husband, like, God love him, he is such a he's such a risk taker, such an entrepreneur.
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And he was like, this is not good.
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This is the age of the iPhone.
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Why would you want to make a paper planner?
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And I was like, I just think that there is a hole in the market.
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And I was right.
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And it grew and grew.
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And he loves to tell that story now because he's like, that's what I learned that I'm just gonna help with the finances, like making money decisions, and I'll let you make the product decisions.
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But yeah, it I do tend to look at things and be like, what could this be?
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What could we do that's it's big with it, you know?
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And when you were sharing things online at that point, because you have like a massive community now between Facebook and Instagram, and probably TikTok, I'm I'm guessing you guys have really leaned into that a little bit.
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Yeah.
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Yeah.
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But what like were you getting feedback from friends, or was it a little bit of that entrepreneurial creative community as well?
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Like, what was your following like at that point?
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I think a lot of my following at the time was like women who were starting things.
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Because there, like back then, I mean, you know, like it there weren't a lot of people that were like, I'm gonna start something.
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I think I could do something outside of this like corporate box that everyone tells us that we need to like, you know, live within or succeed within.
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And so I developed a really tight-knit community of it was mostly women, and we were all trying to dream bigger and trying to think of like, how can we like hold, don't even get me started.
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This is the topic of my next book.
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It's the impossible math of modern motherhood.
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Like, how do we make work and life mesh together when the world was not designed for us?
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The corporate world was not designed with women in mind, specifically with women who are mothers in mind.
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And so we were all like, how do we create a job where we can still do the things that we want to do as moms or show up in whatever way works?
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We're all different, whatever way works for us.
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So um I think that was a that was a real catapult for me was the support of those women who were like, yes, like you're gonna do something awesome, and we support each other right back.
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And you know, it was the rising tides, lifts all boats kind of thing.
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Yeah, that's awesome.
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And I think also that was, I mean, 2012, 13 or so, that was like very much the early days of I feel like it was almost, it still was the early days of social media at that time.
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Like, I mean, I remember Facebook coming out at after I was out of college, I think so.
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That was mid-2000s or so.
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But I think also like it wasn't in this world of influencers all over the place, just this massive flood of content.
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So finding that community online is probably something that a lot of people weren't fully doing at the time.
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Yeah.
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I remember when Instagram came out.
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So when you first got started around 2012, 2013, it was definitely the early days of people actually building community on the internet.
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Ivan, why did you find a space in that?
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That is something that a lot of people weren't necessarily going online in a business sense.
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It was like, you know, Facebook and you kind of keep up with your college friends.
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I think the the entrepreneurial part of me happened after the writer part of me.
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So I've always been a writer.
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I studied creative writing in college, and I was a blogger back when there was like live journal.
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Do you remember these?
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Blogspot, Blogger.
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Like I was on all of those, and I loved it.
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It just was an outlet for me.
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And I don't know, I just felt like it was a cool experience for me to kind of share my journey as a businesswoman and like what I was doing, and connected with a lot of people in the paper world, and then a lot of people in just a like the wedding world was was getting really big at the time.
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And yeah, I mean, my that's where kind of the first community online like came from.
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And then it grew to be like our customers, people who were in search of simplicity or in search of like a product or a tool that could help them be more organized or whatever.
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And I think what I think what worked for me is the authenticity part of that.
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There was a lot of people at the time on the internet that were really making like editorial images and like just everything was like perfectly white balanced and all of that.
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And I think that there was a connection when someone's telling like their real story, like the ups and downs, and not just the ups, the highlight reel, you know.
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Yeah, which has grown now.
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Like that is really, and it's gonna become even more so with the way that content is moving right now.
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So I just kind of put two and two together because you did have that really strong community, like you've done so many things.
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I'm guessing a lot of like deciding what you're gonna lean into next has come from listening to your community online and your peers and really like the problems that they have that need to be solved.
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Yeah, a hundred percent.
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I think all of the big the best ideas we've had kind of in my career have been from that like, what's the problem and how do you lean into the solution?
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You know?
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Yeah, yeah.
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Yeah.
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When did you start hiring?
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Like, who was your first employee and when, like, what was that like?
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Oh, I was just telling the story the other day.
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So I, gosh, let's see.
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I can't remember exactly what year it was.
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I think it was 2012, maybe 13.
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But I was doing everything myself.
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I mean, shipping thousands of planners out of my dining room.
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It was taking over our house.
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Like, it was wild.
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It was exciting, but it was wild.
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And uh friend of a friend was looking for just some work to like help out somewhere.
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And this friend we had in common, we had a good connection.
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And so she was like, Let me just put you two in touch and see if there's something here where Gina was her name can help you.
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And Gina, I loved her.
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We met right away.
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She was like, I have no desire to run a company, I have no desire to be to do what you're doing, but I love doing the operational side.
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I love helping, I love helping other people succeed in their work.
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And so she came and sat next to me at my desk in my house.
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And I just went about my work day, and she was like, I will take this, I will do that.
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Like she just, as I would do things, she'd be like, I can do that.
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That's mine now.
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And she worked with me for so long and grew, you know, went up and up through, you know, what her responsibilities were.
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Eventually, she was doing wholesale, she was helping with the website, and she eventually decided to step back to kind of support her family.
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Her husband is the head coach of the Miami Dolphins now.
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Oh my gosh.
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Okay.
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Yeah, Jeff Athley.
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Busy life.
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Um, yeah.
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Yeah, so we've kind of like followed them throughout his, you know, his career and stuff, but she was amazing.
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And she uh she came just came alongside me and was like, let me do what I'm good at and you do what you're good at.
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And I looking back at my career, I think one of the things I'm really proud of is I've done a really good job hiring people.
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And some of the people who work with me now, and I have seven employees, not including myself, they've been with me for 11 years, maybe more.
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It's crazy.
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Yeah.
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Yeah, you've got a really like incredible team.
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And they're also they've always been all remote, right?
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Mm-hmm.
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Yeah.
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Like you were doing all remote before that was a thing.
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We always say, like, we made Zoom cool.
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It was it was cool for us, but it was cool for everybody else.
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The Zoom explosion of 2020.
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Yeah.
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So, first of all, I think automatically most people, when they're looking to hire, they're like looking for people that are in their area and goodness, yeah.
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I mean, eyes at that.
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You know, we have an office, everybody's on site, that sort of stuff.
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What clicked with you where you were like, okay, there's so um, there's so much more of an opportunity too when you can look at talent outside of the area.
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Like, how was that?
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How how did you even like start that?
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It feels like something that would be super uncomfortable if it's not what everybody else was already doing.
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I think that's a much more common, it is a much more common approach right now.
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Yeah.
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I started with like, what kind of life do I want to have?
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Like, do I want to be working in an office or do I want to be working at home?
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You know, whatever there's we always say it's a blessing and a curse to work from home, which many of us understand.
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But I didn't want to go to an office.
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Like I wanted to be able to work at, you know, at the time, like during nap times, and I had a baby, you know, a kid at home.
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And eventually we had childcare and other stuff, and I was able to work more normal hours, but I just loved that, and I loved having, you know, just being right here solo and and being able to kind of like hyper focus on things without the distractions of other people around me.
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So I always knew like I wanted it to be as remote as possible.
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And so when I started looking at hiring people and making connections in terms of like bringing other people on, I knew there would be some roles that I had to hire for that skill set, like a designer.
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I some of that is innate, like some of that can be taught, some of that is innate.
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But I always hired for character first and skill set second.
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And that has served me so well over the years.
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I think that's why we still have such a solid team that's been around for so long.
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And like we're looking ahead at the future, like what else can we do together?
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Because we're just a solid, like really solid group.
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So protecting that culture and like the heart of the brand and what it's all about.
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And you can like you can have the most talented person in their field.
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And if they don't have integrity when they're working remotely, that's a problem, you know?
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Yeah, absolutely.
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Because, you know, you're not over their shoulder all the time.
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Like, how have you know, we are very much the same way.
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Like we hire for we look at personality, we look at kind of cultural fit to a degree, and also obviously then skill set, but like it's much easier to gauge when you're in a room with somebody and also when you are in a tight-knit community where you can reach out because you know somebody that's connected to a former employer.
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So, like, how do you do that remotely?
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Well, I first I sleuth them out on social media.
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Oh yeah, I'm really good at that.
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Yep.
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So I do that, and then a couple of times, like like Whitney, who works with me, she's our creative director, you've met her.
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Yeah, she I knew her from Instagram, and I posted on Instagram that I was hiring.
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This was 11 years ago, and she applied.
00:16:08.639 --> 00:16:11.679
And I remember being like, she's a really good designer.
00:16:11.840 --> 00:16:15.200
And I followed her for some time, but our styles were very different.
00:16:15.840 --> 00:16:31.600
And I ended up doing like a Zoom phone interview thing, and then I flew her down, her and her husband, down to Tampa, and she went to dinner with my husband and I, and we just hung out and talked, not like a formal interview, just like a get-to-know you thing.
00:16:31.840 --> 00:16:35.200
And then she actually ended up moving when I hired her.
00:16:35.279 --> 00:16:43.200
She and her husband moved down to Tampa for a year, and she sat right next to me in my house, in my office for a year.
00:16:43.360 --> 00:16:49.840
And we ended up getting to a place where our styles were so similar, or they are now.
00:16:49.919 --> 00:16:53.840
Like Brian laughs, and my husband, he laughs and says, like, you two are the same person at this point.
00:16:53.919 --> 00:16:54.080
Yeah.
00:16:54.559 --> 00:17:01.200
But like there were times where I'd be like, Hey, let's tweak this and this or that, but I never had to be like, hey, that's not centered or something.
00:17:01.360 --> 00:17:01.840
You know what I mean?
00:17:02.080 --> 00:17:03.519
Like she's got that eye.
00:17:03.840 --> 00:17:10.559
And so, like, spending that shoulder-to-shoulder time was really, I think, beneficial and important because now she can just run with things.
00:17:10.799 --> 00:17:11.599
That's amazing.
00:17:11.839 --> 00:17:13.440
So, there, yeah, there was some of that.
00:17:13.599 --> 00:17:17.039
And like, I'm you know, I'm thinking now about some of the people that I've hired.
00:17:17.200 --> 00:17:18.640
We haven't done anything in person.
00:17:18.720 --> 00:17:22.480
It was more of a an online interview type of a thing.
00:17:22.559 --> 00:17:25.839
But I don't know, I just have this gut feeling that's wrong a lot.
00:17:26.400 --> 00:17:30.559
You talk to somebody and you're like, okay, like you can kind of get it, you get a feeling about them.
00:17:30.799 --> 00:17:46.799
Um two things that it sounds like you have had are first of all, having somebody that just comes in at the very beginning and be like, I can take this, that it takes the initiative, that's proactive, that looks for gaps and finds ways to fill them.
00:17:46.960 --> 00:17:50.559
And that seems to be something that resonates with your entire team now.
00:17:50.799 --> 00:18:01.039
And then, second, finding somebody that you can like, I like I say, like Liz was my first employee that really started to grow things here, and she's basically my my brain clone.
00:18:01.119 --> 00:18:06.160
Like, we definitely have some differences in stylistic things, and it works out really well because we can bounce things off of each other.
00:18:06.400 --> 00:18:16.000
But to have somebody that you can like trust to take it and like run with it is one of the biggest like hurdles to get over when growing a business.
00:18:16.400 --> 00:18:17.440
A hundred percent.
00:18:17.839 --> 00:18:23.519
So it seems like finding the right people has obviously been a huge catalyst for your business.
00:18:23.680 --> 00:18:41.839
First of all, with somebody that will actually be like, hey, let me take that from you and clear out your space and your brain state space from the kind of tasks that just kind of consume time, not necessarily like, you know, you're a creative, you're building this business in a way that is strategic and creative at the same time.
00:18:42.000 --> 00:18:46.960
So you need to be able to like focus on that sort of thing, not sending, stripping out planners, right?
00:18:47.039 --> 00:18:47.519
At that time.
00:18:47.759 --> 00:18:48.000
Right.
00:18:48.160 --> 00:18:54.880
And then obviously, again, with bringing on somebody that was pretty much like a creative partner.
00:18:55.200 --> 00:19:03.599
So that is, I think, one of the biggest things and something that unlocked for me too, because when Liz came on board, you know, over time she was definitely able to take that over.
00:19:03.680 --> 00:19:06.000
Like she runs the creative department now, you know.
00:19:06.240 --> 00:19:10.240
So it frees you up to do what you're best at.
00:19:10.400 --> 00:19:12.319
That that was one of the things that I had to learn.
00:19:12.400 --> 00:19:17.039
And it was it's hard to learn, I think, when you're like us and you like having your hand in everything.
00:19:17.279 --> 00:19:20.720
Like I had to identify the things that only I could do.
00:19:20.799 --> 00:19:20.960
Yeah.
00:19:21.200 --> 00:19:26.720
Like only I can, you know, show up on camera and be the face of the brand or whatever.
00:19:26.960 --> 00:19:33.359
And so if I'm packing orders or I'm designing new, you know, designs, then it takes me away from that.
00:19:33.440 --> 00:19:39.119
And so I think just figuring out where everybody's lane is is so valuable as you grow.
00:19:39.359 --> 00:19:39.759
Yeah.
00:19:40.000 --> 00:19:45.599
I think that is something that starting to do it in the first place is so terrifying.
00:19:45.839 --> 00:19:53.200
But once you get there, it's like life-changing, like to be able to like step away from that day-to-day stuff and have it run.
00:19:53.279 --> 00:19:55.680
And obviously, that helps when you've had a team that's been there so long.
00:19:55.759 --> 00:19:58.000
Like they know the business back and forth as well.
00:19:58.240 --> 00:20:01.440
So that's really like that's such a game changer.
00:20:01.759 --> 00:20:02.480
Totally agree.
00:20:02.720 --> 00:20:03.039
Yeah.
00:20:03.279 --> 00:20:13.200
So, speaking of that, like, so obviously Simplified is a brand that's running people know you so heavily as the face of the brand, is Emily Lay.
00:20:13.279 --> 00:20:17.759
Like, what has it been like to separate the two?
00:20:18.079 --> 00:20:20.240
How much are you separating the two?
00:20:20.480 --> 00:20:22.000
Like, how do you go about that?
00:20:22.079 --> 00:20:32.720
Because obviously, you know, you have the books, you have the podcast, you have all these other things, and then you have the planner brand and products that it's two very different business models that tie together.
00:20:33.279 --> 00:20:33.759
Yeah.
00:20:34.079 --> 00:20:36.240
It's been kind of hard to be honest.
00:20:36.640 --> 00:20:45.359
Like, I figuring out exactly what simplified is, not without me, but like as a standalone business.
00:20:45.759 --> 00:20:48.000
And then also figuring out like who I am.
00:20:48.160 --> 00:20:50.880
I mean, for a long time it was like we were the same.
00:20:51.200 --> 00:20:51.519
Yep.
00:20:51.759 --> 00:20:57.279
And so people would say things to me like, oh my God, your house must be immaculate.
00:20:57.599 --> 00:21:00.079
Sure, my office is, because I just cleaned it up for this podcast.
00:21:00.160 --> 00:21:05.039
But like, I don't know, like there were just a lot of assumptions made about me and about the business when we were so intertwined.
00:21:05.119 --> 00:21:16.079
And over the years of I as I've grown up, it's been kind of cool, but also tricky, like finding my own identity outside of that and giving it its own identity as well.
00:21:16.240 --> 00:21:23.440
And I've we worked with Hatchmark, and you guys did such an amazing job, like helping us figure out the messaging behind that and that sort of thing.
00:21:23.599 --> 00:21:34.960
And it set me up to be able to stand alone as a speaker, as a writer, as I hate this word, but as an influencer, a person on the internet.
00:21:35.359 --> 00:21:36.960
It's been tricky, but I don't know.
00:21:37.039 --> 00:21:42.960
It I think it's like one of those things that you don't really know the end result until you go through it.
00:21:43.440 --> 00:21:47.759
Going through the lawsuit we went through last year was a huge part of that.
00:21:48.000 --> 00:22:07.839
And it's funny, like you and I have had so many conversations about this, but I I had moments in the last couple of years where I'm like, I just want to break out of this idea of I don't know, people just Assuming that I'm this hyper-organized, sweet little country club mom, which I am, but like just that.
00:22:08.000 --> 00:22:11.119
Like, I wanted to be able to be like, no way, there's more to me than that.
00:22:11.279 --> 00:22:13.200
I'm more complicated than that.
00:22:13.519 --> 00:22:30.319
And when I had the opportunity last year to stand up on behalf of small businesses in the face of the AIPA tariffs, it was like a really bizarre answer to that, or you know, solution to that, or opportunity to kind of step into something a little bit complicated.
00:22:30.720 --> 00:22:33.519
Because I feel like so your first book was Grace Not Perfection.
00:22:33.599 --> 00:22:38.880
Did that kind of rise from that idea of, hey, we're not all, we're not perfect.
00:22:39.119 --> 00:22:40.640
Everybody has this assumption about me.
00:22:40.799 --> 00:22:42.160
And, you know, yeah.
00:22:42.319 --> 00:23:00.240
And then I I can't imagine what you went through with the whole tariff thing, because you know, you have, I don't even know if it's an audience that leans way one way, or you know, this whole assumption that, you know, people say this about artists all the time, and music is like, you know, focus on music, don't get political or whatever.
00:23:00.319 --> 00:23:11.440
But when you see something that obviously is impacting your business, but not just that, everybody in the community, because you started like you grew this alongside other women that were growing businesses too.
00:23:11.599 --> 00:23:14.799
So you had to have some impact, like majorly.
00:23:15.039 --> 00:23:16.000
Majorly, yeah.
00:23:16.400 --> 00:23:17.039
Majorly.
00:23:17.200 --> 00:23:19.279
Even even more than we were impacted.
00:23:19.680 --> 00:23:22.720
I mean, I saw women have to shut their doors.
00:23:23.119 --> 00:23:29.039
And it was so interesting the way that those tariffs impacted women in like a disproportionate way.
00:23:29.440 --> 00:23:31.039
It almost felt a little targeted.
00:23:31.119 --> 00:23:41.759
But but yes, that was a difficult decision to make because I didn't I didn't want to get political, but also like it's just facts.
00:23:41.920 --> 00:23:43.359
It wasn't necessarily political.
00:23:43.440 --> 00:23:51.759
So I tried to approach it in that way, in a facts, not feelings kind of a way, of like, here's who pays them, here's what we are paying, here's you know, whatever.
00:23:52.079 --> 00:23:59.440
But knowing that our audience is a very diverse audience in some ways and not in others, yeah.
00:23:59.599 --> 00:24:00.640
I was nervous about it.
00:24:00.720 --> 00:24:01.680
Yeah, you know.
00:24:02.319 --> 00:24:09.759
At what point did you like make that decision of I'm gonna make it a point to speak up?
00:24:10.319 --> 00:24:10.960
Yeah.
00:24:11.599 --> 00:24:24.960
I think being located here in Florida is interesting at times because you, especially on social media, you see a lot of opinions being driven by feelings and not necessarily facts.
00:24:25.200 --> 00:24:30.240
And maybe not intentionally, maybe just because people don't have facts at some on some things.
00:24:30.559 --> 00:24:38.720
And so, you know, I would see a lot of people that I know in real life say things like, Why doesn't everybody just make stuff in America?
00:24:38.880 --> 00:24:39.039
Yeah.
00:24:39.200 --> 00:24:41.759
Or like, no, China's paying the tariffs or whatever.
00:24:41.920 --> 00:24:46.400
And I I didn't want to get involved, and I the last thing I want to do is argue with somebody on the internet.
00:24:47.039 --> 00:24:57.839
But I finally just got to a point where I was like, I have the facts, and it feels imperative that somebody share the actual facts without the feeling involved.
00:24:58.240 --> 00:25:02.559
Not a blue or red thing, not a Republican-Democrat thing, but like, here's the reality.
00:25:02.720 --> 00:25:18.319
So I posted a social media post in early 2024, I think it was, and said, we have paid since 2018 when the first tariffs were legally by the constitution implemented.
00:25:18.640 --> 00:25:21.759
We've paid$1.17 million out of our business.
00:25:21.920 --> 00:25:25.359
And we are a business that supports charities for women and girls.
00:25:25.599 --> 00:25:32.000
We support, you know, at the time we had eight employees, nine employees, all American we, you know, women.
00:25:32.319 --> 00:25:34.799
This is how much we've paid, and this is what it's taken away from.
00:25:35.039 --> 00:25:39.119
It could have been salaries, it could have been charitable giving, it could have been growth for our company.
00:25:39.519 --> 00:25:47.599
And it went viral really fast because there was just so much conversation in the comments.
00:25:47.759 --> 00:25:51.359
And people were saying, like, why don't you make them in America, your planners?
00:25:51.599 --> 00:25:52.160
Well, we did.
00:25:52.400 --> 00:25:57.839
The very first planners we ever made were made in Oklahoma, and they cost me$38 a unit.
00:25:58.000 --> 00:26:03.839
And if you know that's I can't turn a profit on that, I can't even pay people at with that.
00:26:04.079 --> 00:26:08.160
Otherwise, I'd be charging$120 for every planner that went out the door.
00:26:08.400 --> 00:26:18.160
And um, so like I would love to make our products here, but there is no infrastructure because at some point we decided global trade was a global industrialization was a big deal.
00:26:18.480 --> 00:26:21.359
And all of that left the United States.
00:26:21.759 --> 00:26:31.920
So, all of that to say, I was approached by the NCLA, who's our attorneys, and they were like, we come at this from a constitutional standpoint, not a Republican-Democrat.
00:26:32.000 --> 00:26:35.200
It's a fax not feelings thing, and I subscribed to that.
00:26:35.359 --> 00:26:42.160
So had a lot of big conversations and decided that we were gonna do it and we were gonna approach it in that way.
00:26:42.799 --> 00:26:52.640
And so simplified v Trump was filed last year, and it was it started a media firestorm like I've never experienced in my career.
00:26:52.880 --> 00:26:54.160
I learned a lot.
00:26:54.400 --> 00:26:58.640
I'm really grateful for all the support we've had, and overarchingly it's actually been really positive.
00:26:58.880 --> 00:26:59.039
Yeah.
00:26:59.359 --> 00:27:10.400
You very much became like a spokesperson, you and a handful of others for small businesses, which has to be such a crazy feeling and kind of like a huge burden.
00:27:10.559 --> 00:27:12.799
Like I can't imagine going on.
00:27:13.200 --> 00:27:16.400
I mean, you were like all sorts of you were in Good Morning America, right?
00:27:16.480 --> 00:27:23.759
You were on all sorts of and saying the right thing and just like because everything you say is gets then picked apart on the internet.
00:27:24.319 --> 00:27:25.119
It does.
00:27:25.359 --> 00:27:32.640
And I was on an airplane when the the press or when the lawsuit was filed and the press release went out, I was on an airplane.
00:27:32.799 --> 00:27:33.039
Oh god.
00:27:33.279 --> 00:27:34.400
So I have no internet.
00:27:34.559 --> 00:27:40.480
I land in Orlando, and I just so happen to have my publicist with me who's promoting my cookbook with me.
00:27:40.799 --> 00:27:45.519
I mean, we're talking about pot roast on you know, on news outlets.
00:27:45.759 --> 00:28:04.720
And we land, and I, when I tell you I had the BBC, the New York Times, like every major the Washington Post, like in my inbox wanting interviews, I had to door dash a webcam to our hotel and set it up on my suitcase so that it was tall enough to like see me.
00:28:04.880 --> 00:28:09.279
And then did all, I mean, months of just these crazy back-to-back interviews.
00:28:09.440 --> 00:28:15.039
But it was like it was a lot and it was crazy, but it was also like holy cow, what an honor.
00:28:15.200 --> 00:28:27.680
And I like I had been like hoping and wishing that I could have a way to step out from this like box I felt like I'd put myself in as this like perfect, organized whatever.
00:28:27.920 --> 00:28:28.720
Um I do.
00:28:28.960 --> 00:28:37.359
I remember like when we talked, like when we worked together like six years ago or something, you were like switching from navy to black is like I've never done that, you know?
00:28:37.519 --> 00:28:37.680
Yeah.
00:28:37.920 --> 00:28:40.720
And it's just so I find it so.
00:28:41.119 --> 00:28:44.640
We branded ourselves like really good into a corner, you know.
00:28:44.880 --> 00:28:45.920
I think that was one of your sayings.
00:28:46.079 --> 00:28:47.839
You were like, always navy never black or something like that.
00:28:48.079 --> 00:28:49.039
Always navy, never black.
00:28:49.200 --> 00:28:50.000
I'd never wore black.
00:28:50.079 --> 00:28:50.240
Yeah.
00:28:50.400 --> 00:28:50.559
Yeah.
00:28:50.720 --> 00:29:08.720
And just like to see that shift from, but I think those are the moments that really like I think moments when we become uncomfortable and where we get pushed into something that, you know, doesn't feel easy because you get in this cadence of you, I mean, you know your business back and forth, you know your audience back and forth, you could do this in your sleep.
00:29:09.039 --> 00:29:15.359
So it's almost a little bit of it's exciting when you're able to kind of reinvent the wheel a little bit.
00:29:15.680 --> 00:29:17.279
Yeah, it it absolutely was.
00:29:17.440 --> 00:29:20.640
I think it really was like a there was a before and after for me.
00:29:20.799 --> 00:29:24.480
Like a, I don't know if I'd call it like a 2.0, but it's kind of what it feels like.
00:29:24.559 --> 00:29:26.960
It's like the second half of my career starting.
00:29:27.359 --> 00:29:27.519
Yeah.
00:29:27.680 --> 00:29:34.240
How do you think that has approached how you're moving forward and making decisions about what to put your time and energy into?
00:29:35.279 --> 00:29:39.920
I think around the same time that this happened, I turned 40.
00:29:40.079 --> 00:29:49.359
And when you turn 40, no matter what you're doing, you just kind of step into this new way of like not caring about certain things.
00:29:49.599 --> 00:29:51.200
And it's amazing.
00:29:51.519 --> 00:30:03.519
And I don't know, like I think I just look at things now, and it's like the I have three kids, and my little 11-year-old son, Tyler, he had a preschool teacher that used to say, Tyler, is this big potatoes or small potatoes?
00:30:03.759 --> 00:30:05.759
Because he would just get real worked up about certain things.
00:30:05.920 --> 00:30:10.400
And I right now I look at things and I'm like, that's just small potatoes, it just doesn't matter.
00:30:10.720 --> 00:30:12.079
And so I don't know.
00:30:12.240 --> 00:30:22.240
I feel like I've gotten to a place where I'm giving myself permission to do what feels right and trust my gut a little bit more and not, you know, overthink things.
00:30:22.480 --> 00:30:28.400
I also love to have a plan, shockingly, and I don't know, I don't really have one right now.
00:30:28.559 --> 00:30:40.480
Like I'm just I'm kind of like enjoying what we've built now and leaning more into like the spaces where I feel like I can be myself without I don't know, just in the widow.
00:30:40.880 --> 00:30:44.559
Even also just explaining it, you know, explaining it, yeah, like something defending it, yeah.
00:30:45.279 --> 00:30:47.279
Yeah, yeah, like a huge part of what I do.
00:30:47.359 --> 00:30:49.440
And it's so fun because it's like it's just me.
00:30:49.519 --> 00:30:53.599
I don't have to turn it into an editor, like I can write and storytell and whatever.
00:30:53.839 --> 00:30:54.799
So yeah, I don't know.
00:30:54.880 --> 00:30:56.640
I just I'm having fun with it right now.
00:30:56.960 --> 00:30:57.680
What do you think?
00:30:57.759 --> 00:31:04.000
So obviously you mentioned your kids, you have three kids, they have been along for for this, you know, whole thing.
00:31:04.079 --> 00:31:05.759
This is how they've grown up.
00:31:06.079 --> 00:31:06.880
Like, yeah.
00:31:07.119 --> 00:31:08.559
So, two parts.
00:31:08.880 --> 00:31:13.440
What do you hope that they've learned from you as far as like both of those things?
00:31:13.599 --> 00:31:21.119
Kind of like building a life that around something that works for you, and then also knowing when to speak up and say something.
00:31:21.599 --> 00:31:30.960
Yeah, I had a lot a big conversation with them and with my husband before we committed to the lawsuit because I knew that there would be blowback in some ways.
00:31:31.279 --> 00:31:32.960
Overarchingly, it was very positive.
00:31:33.279 --> 00:31:36.640
Didn't really get a lot of that, but but I didn't really know what to expect.
00:31:36.799 --> 00:31:43.200
And so, like having those conversations with them about like this is what I'm thinking about doing, and I want to know how you feel, you know, genuinely.
00:31:43.359 --> 00:31:47.680
You could have friends come to school and ask questions or say unkind things, whatever.
00:31:47.920 --> 00:31:51.839
And they were just like, You are so badass, mom.
00:31:52.079 --> 00:32:03.599
Like you, they didn't say that word, but they were like, you are just like, this is so cool to see like you stand up for something against someone in such a position.
00:32:03.839 --> 00:32:09.920
And I got to have so many conversations with them after the fact of like, this is what this is what we do.
00:32:10.160 --> 00:32:19.920
Like they're when you're given an opportunity to stand up and speak for what's right, if it's done in a way that aligns with your values and your beliefs, like you gotta do it.
00:32:20.000 --> 00:32:20.880
Yeah, you gotta do it.
00:32:21.119 --> 00:32:21.920
So I don't know.
00:32:22.000 --> 00:32:25.519
I had over the years, I had a lot of mommy guilt about like working at all.
00:32:25.599 --> 00:32:37.839
Like when we lived in Tampa, I had a ton of friends who all chose to be or and were able to be stay, you know, stay-at-home moms, or you know, and I just there were times where I was like, Am I making the right decision for our kids?
00:32:38.079 --> 00:32:42.720
And it's crazy to look back now because like, yes, I made the right decision.
00:32:42.880 --> 00:32:49.119
Like now I can see that they think bigger than just the box that they feel like they live in.
00:32:49.599 --> 00:33:02.400
I feel like, if anything, I hope that they look at the way their dad and I work and the way that we kind of intermingle it in with our lives, and they see like it's okay, it's okay to like hustle.
00:33:02.559 --> 00:33:05.039
Like it's okay to work really hard in seasons.
00:33:05.119 --> 00:33:06.880
Not all the time, yeah, but in seasons.
00:33:07.200 --> 00:33:11.440
Yeah, if they take anything from that, I I hope it's that like it's okay to work really hard sometimes.
00:33:11.599 --> 00:33:19.119
Yeah, and I think like one of the things the handful of times we've talked over Zoom, like I think most of the time Brian's been there too, and it's been in the middle of like the work day.
00:33:19.200 --> 00:33:21.200
So he's also kind of built this way.
00:33:21.359 --> 00:33:22.960
And I mean, he is running.
00:33:23.039 --> 00:33:33.119
I I'm you know familiar with all the companies that stop too exactly, but you guys are able to do it in a way that's you're there for your kids, which is very very like lucky.
00:33:33.200 --> 00:33:41.920
Like, I that is one of the things that you know, I was always kind of running and doing this thing and wanting to build something and do more, but like I was always in an office, you know.
00:33:42.000 --> 00:33:49.920
So I think the ability to there is definitely like guilt around that, and the ability to recognize that early on, I think is really impressive.
00:33:50.079 --> 00:33:53.920
Like when you started, you said this is something that's intentional for me.
00:33:54.000 --> 00:34:05.440
So I think that's really important to anybody that's thinking about starting a business and growing something, like make sure your business works around your life and not the other way around, you know?
00:34:05.599 --> 00:34:05.759
Yeah.
00:34:05.920 --> 00:34:10.000
Because there are so many more opportunities to do that right now with just the way the world interacts.
00:34:10.480 --> 00:34:11.679
So there really are.
00:34:11.840 --> 00:34:15.519
And you know where it came from for me is it came from my mom was a school teacher.
00:34:15.599 --> 00:34:18.880
She's she taught public school for 38 years here in Pensacola.
00:34:19.119 --> 00:34:25.519
And like I grew up thinking I was gonna be a teacher because that schedule and that lifestyle really works for moms.
00:34:25.679 --> 00:34:27.519
I knew I wanted to be a mom eventually.
00:34:27.760 --> 00:34:32.239
And I majored in education for like five minutes and was immediately like, I don't have it.
00:34:32.320 --> 00:34:35.440
There is a thing you have to have to be a good teacher, and I don't have it.
00:34:35.599 --> 00:34:41.360
And so I kind of set off to be like, like, what else could I do that would let me live the life I want to live?
00:34:41.519 --> 00:34:50.239
And so I think for anybody who's listening, who's thinking, like, it is it time to make a change or make a shift, or you're planning for your future, like, think about what the good life looks like.
00:34:50.400 --> 00:34:51.039
What is that?
00:34:51.199 --> 00:34:52.400
What time would you wake up?
00:34:52.559 --> 00:34:54.239
What how many hours are you working?
00:34:54.400 --> 00:34:55.360
Where are you working?
00:34:55.519 --> 00:34:57.360
What flexibility do you have or not have?
00:34:57.440 --> 00:34:58.719
What does your paycheck look like?
00:34:58.880 --> 00:35:06.320
And then you kind of build it around that rather than like I feel like the the other way around was the way people did it for so long, you know.
00:35:06.480 --> 00:35:10.159
Like, I'm gonna be XYZ and then I'll figure out the rest of life in the meantime.
00:35:10.320 --> 00:35:10.559
Yeah.
00:35:10.800 --> 00:35:13.280
And I think that's something you've also worked into the products, right?
00:35:13.360 --> 00:35:16.880
Because like it was very much based around like, you know, kind of goals and objectives.
00:35:17.039 --> 00:35:18.480
And I think I had the same thing.
00:35:18.559 --> 00:35:23.360
I turned 40 in my life, basically like 180 in a very large ways.
00:35:23.599 --> 00:35:33.840
And it has been one of the best things though, because it has forced this reset and rethink of what you what life looks like moving forward.
00:35:34.079 --> 00:35:41.119
And I think that that's something that we're not encouraged enough to do, like be outside of big milestones and things like that.
00:35:41.280 --> 00:35:46.880
You know, I think there's the you go to school, you get married, you have the kids, you get the job, you grow the career.
00:35:47.039 --> 00:35:49.519
And I really that's one of the things that I really like hope for.
00:35:49.760 --> 00:35:51.840
Like my son's 17 and he's about to graduate.
00:35:51.920 --> 00:35:55.440
And, you know, it's like, is college what you want to do?
00:35:55.519 --> 00:35:56.719
Like, what do you want to do with your life?
00:35:56.800 --> 00:35:58.960
He's like, I don't want to be behind a desk, you know.
00:35:59.119 --> 00:36:00.960
So he's looking into trades and things like that.
00:36:01.039 --> 00:36:07.920
So I think there's so much more opportunity out there and just awareness of what exists.
00:36:08.079 --> 00:36:08.480
Yes.
00:36:08.719 --> 00:36:12.400
And we have more agency than we realize sometimes.
00:36:12.719 --> 00:36:13.199
All right.
00:36:13.440 --> 00:36:15.199
So what are you working on next?
00:36:15.360 --> 00:36:18.320
I know you said you're starting, you're writing another book.
00:36:18.639 --> 00:36:19.840
You're I am.
00:36:20.079 --> 00:36:21.199
I'm working on that.
00:36:21.519 --> 00:36:24.480
Simplified is launching a sister brand.
00:36:24.800 --> 00:36:25.360
Whoa.
00:36:25.679 --> 00:36:26.320
I know.
00:36:26.559 --> 00:36:28.239
Um, it's called Good Paper.
00:36:28.400 --> 00:36:28.800
Oh, yeah, yeah.
00:36:29.039 --> 00:36:39.280
And it is a it is a passion project because I got a cease and desist 20 years ago when I launched a company called Good Paper and didn't realize you had to search the trademark system before you did that.
00:36:40.000 --> 00:36:54.880
They, the trademark became available, so we got it, and it's gonna be a little bit of a like a hands-off print on demand younger market, like everything that you and I talked about in that branding thing that we did, it's all coming to fruition.
00:36:55.280 --> 00:36:56.400
Oh, yeah, because that was a big thing.
00:36:56.480 --> 00:37:01.280
It was like, yeah, reaching a younger demographic because everybody has so much grown up with you.
00:37:01.519 --> 00:37:01.760
Yeah.
00:37:01.840 --> 00:37:02.000
Yeah.
00:37:02.639 --> 00:37:03.760
So we're doing that.
00:37:04.000 --> 00:37:12.639
And then I have really lately gotten to into like affiliate marketing and like traditional influencer stuff, if you will.
00:37:12.880 --> 00:37:20.400
Like there is a platform called Shop My that we actually invested in personally because we just thought it was so cool.
00:37:20.559 --> 00:37:28.880
The that basically brands and creators can get on and have very transparent information about what kind of ROI a creator is is making.
00:37:29.039 --> 00:37:37.519
So, like the creator will post a link and earn a commission off of that product that they that they sell that people buy through the link at no expense to the consumer.
00:37:37.679 --> 00:37:39.199
The brand pays the commission.
00:37:39.440 --> 00:37:44.320
And the brand and the creator have so much transparency to see who's doing what.
00:37:44.639 --> 00:37:47.840
And it has just blown up in the last couple of months.
00:37:48.000 --> 00:37:51.280
And I've started like really strategically working in that space.
00:37:51.519 --> 00:37:56.800
And I think my revenue from that income stream has grown almost 350%.
00:37:57.199 --> 00:37:57.360
Wow.
00:37:57.519 --> 00:37:58.480
The year over year.
00:37:58.639 --> 00:38:04.239
And so it is why it is a wild little corner that I'm seeing so many people grow in.
00:38:04.559 --> 00:38:07.599
So I've been kind of like investing more time in that.
00:38:07.760 --> 00:38:09.119
I don't know, I'm all over the place.
00:38:09.440 --> 00:38:18.800
Yeah, I think that's cool though, because that's one of the things that we've been talking about a lot, just as content becomes so kind of generated and everything.
00:38:19.039 --> 00:38:31.599
I think that connections and being able to trust somebody on the internet that you are taking like recommendations from or advice from or whatever is gonna become like more important than ever.
00:38:31.760 --> 00:38:37.440
And obviously, like yeah, you've had this built-in following, which has been such a great place to like launch from.
00:38:37.599 --> 00:38:39.920
But I think we're gonna see a lot of.
00:38:40.079 --> 00:38:46.159
I mean, I buy things on TikTok all the time, TikTok shop because all the time follow this plant page or whatever.
00:38:46.400 --> 00:38:48.000
Like, I want that arch in my yard.
00:38:48.239 --> 00:38:53.199
Well, in like in the age of AI and like you said, generative stuff.
00:38:53.360 --> 00:38:55.840
Like, I read a statistic, I think it was from Inc.
00:38:56.000 --> 00:39:05.280
magazine that said that the US brands next year are going to invest 44 billion dollars into creators, which is nuts.
00:39:05.360 --> 00:39:14.960
That's but like you said, I think that that personal, you know, connection and trust is really, really valuable and brands are starting to see it.
00:39:15.119 --> 00:39:16.800
So I don't know, it's crazy.
00:39:16.880 --> 00:39:19.599
It is a it is a wild market to watch.
00:39:19.920 --> 00:39:29.679
Have you seen all the the stuff coming about coming out about creators creating like AI replicas of themselves?
00:39:30.000 --> 00:39:32.079
I like bits and pieces.
00:39:32.320 --> 00:39:33.360
What is happening?
00:39:33.599 --> 00:39:34.079
Really?
00:39:34.480 --> 00:39:35.679
I just like that.
00:39:40.320 --> 00:39:43.199
Um, even people that have like smaller followings.
00:39:43.519 --> 00:39:46.960
So I mean, I we'll see what happens with that.
00:39:47.039 --> 00:39:51.840
But I think that's my brain like can't even process how fast this world is moving.
00:39:52.079 --> 00:39:52.719
Yeah, yeah.
00:39:52.800 --> 00:40:01.840
And I just wonder at what point, like, first of all, is that gonna dimin diminish consumer trust and somebody once they know they do that?
00:40:02.000 --> 00:40:13.039
I mean, um, there have been some huge TikTok people that have already come out talking about this, and they're like, oh yeah, you know, obviously great for revenue because you can be doing, you can just lease out your likeness to a brand.
00:40:13.280 --> 00:40:13.679
Right.
00:40:13.920 --> 00:40:23.760
But it's gonna be interesting to see how people, influencers, maintain the trust that they've been built and been like, hey, this is actually me.
00:40:23.920 --> 00:40:25.280
This is something that I actually use.
00:40:25.440 --> 00:40:33.840
Like your stories, you're always, you know, talking about what you're wearing or like a product that you've used, or done like, you know, your top products of the week or the month.
00:40:34.000 --> 00:40:35.519
And like you use them.
00:40:35.599 --> 00:40:36.320
Like it's stuck.
00:40:36.400 --> 00:40:43.920
And that is such like that's almost it feels like the old school way of influencing that is because that now it's like, oh, got a brand deal.
00:40:44.000 --> 00:40:44.960
Let's just try this thing.
00:40:45.039 --> 00:40:46.719
And like, yeah, but you don't use it.
00:40:46.800 --> 00:40:56.000
But it's I think that's one of the things like influencers that are able to maintain that they are actually curating what they're they're sponsoring and promoting is gonna be huge.
00:40:56.239 --> 00:40:56.480
Huge.
00:40:56.639 --> 00:40:56.800
Yeah.
00:40:57.039 --> 00:41:03.360
I think that's where it it almost becomes up to us to like be really curated with what we consume.
00:41:03.519 --> 00:41:03.920
I don't know.
00:41:04.000 --> 00:41:09.440
I've been thinking a lot about that lately, like what all we consume and what it's doing to our brains.
00:41:09.599 --> 00:41:10.639
And I don't know.
00:41:10.719 --> 00:41:16.639
Like, I constantly will just go through and kind of try to rid some things out of my algorithm.
00:41:17.119 --> 00:41:19.119
Done some social media cleansing.
00:41:19.360 --> 00:41:20.639
Yeah, yeah.
00:41:20.880 --> 00:41:21.360
Awesome.
00:41:21.519 --> 00:41:24.960
So, like overall, what would you say to close it out?
00:41:25.039 --> 00:41:26.719
Like, what are you most proud of today?
00:41:26.880 --> 00:41:30.880
You've done so many things, like, yeah, I know.
00:41:31.920 --> 00:41:32.960
That's so big.
00:41:33.199 --> 00:41:42.880
I mean, I would say I am most proud of sticking to like the core and the heart of what I'm doing.
00:41:43.519 --> 00:41:55.599
I feel like I've done a lot of different things, but ultimately it all kind of leans back to one thing, and that's like living authentically yourself and embracing the imperfections of everything that we do.
00:41:55.920 --> 00:42:02.639
Being able to create a workplace where eight women, many of them are moms, are like really happy to come to work.
00:42:02.719 --> 00:42:03.920
I'm really proud of that.
00:42:04.239 --> 00:42:06.800
Because I don't think a lot of those kinds of places exist.
00:42:06.880 --> 00:42:07.039
Yeah.
00:42:07.360 --> 00:42:09.440
At least they didn't, you know, 20 years ago.
00:42:09.599 --> 00:42:10.880
But I would say that.
00:42:11.039 --> 00:42:19.119
And then having um something that I can hand to my kids one day and say, like, this is the story of you growing up.
00:42:19.280 --> 00:42:22.159
That's really like the books that I've written, that's really cool.
00:42:22.480 --> 00:42:31.519
And I think it's so cool that you know they've been able to be along for this ride and see just the stages and the evolution.
00:42:31.599 --> 00:42:34.480
Like, I'm it's gonna be cool to see what they do when they grow up.
00:42:34.800 --> 00:42:36.000
I know it's crazy.
00:42:36.159 --> 00:42:36.719
It's crazy.
00:42:36.880 --> 00:42:38.800
They don't they don't think small, that's for sure.
00:42:38.880 --> 00:42:41.360
I mean, and they're they also think really creatively.
00:42:41.440 --> 00:42:46.960
Like Caroline, when she was little, my daughter used to say she's gonna be a dentist that rides around on skateboard.
00:42:47.199 --> 00:42:50.159
And I'm like, that's like build your life, girl.
00:42:50.239 --> 00:42:50.960
I love it.
00:42:51.280 --> 00:42:52.320
That's amazing.
00:42:52.480 --> 00:42:52.880
Yeah.
00:42:53.119 --> 00:43:03.280
Well, you've definitely been an inspiration to beyond your children, to women, to business owners out there, and obviously you have such a huge impact on the Pentacle community, which has been really cool.
00:43:03.519 --> 00:43:08.079
And I'm lucky, I'm lucky to see that, see that locally and like you know, alongside.
00:43:08.320 --> 00:43:10.239
Oh, ditto, I got you.
00:43:11.519 --> 00:43:13.679
The world needs more women doing big things.
00:43:13.920 --> 00:43:15.199
More women doing things.
00:43:15.440 --> 00:43:16.079
That's right.
00:43:17.280 --> 00:43:20.239
All right, so where can people find you on the internet?
00:43:20.639 --> 00:43:21.519
So many places.
00:43:21.840 --> 00:43:22.639
So many places.
00:43:22.800 --> 00:43:31.119
Probably the best one is Emily Lay over at um and over on Substack at Imolile.com.
00:43:32.800 --> 00:43:33.360
Awesome.
00:43:33.599 --> 00:43:35.599
All right, well, thank you again so much for joining us.
00:43:35.760 --> 00:43:36.880
This has been wonderful.
00:43:37.119 --> 00:43:39.119
Um yeah, let's do it again soon.
00:43:39.280 --> 00:43:40.000
Thank you so much, Emily.
00:43:40.159 --> 00:43:40.480
Love it.
00:43:40.639 --> 00:43:40.960
Thanks.
00:43:41.119 --> 00:43:41.599
Bye.