Today we're going to talk about tariffs in a completely unexpected way that is totally simplified.

I'm Jenna and this is smarter news.

Well, today we're speaking with the founder and CEO of an amazing company called Simplified

that is doing just that for so many people across this country, and including some members

of our own Smarter News team, which is how we actually stumbled upon this story.

So we're speaking with Emily Lay.

She's the founder and CEO of Simplified.

And one of the reasons we're speaking today, actually the main reason we're speaking, although we're really fascinated with Emily's story, just to be completely transparent,

is that Emily did something different over the last week on our social media feed that we hadn't

seen before, and that she weighed into some current events and shared some of her own story

as a business owner. And because it intersects with the news, we thought, what a great opportunity for us to chat. And what she was tackling is this topic of tariffs.

So now you have a little bit of a setup. Emily, it's great to see you. It is really exciting

to speak to you. We do use your planners and your organizers and all sorts of things and

highly recommend them to anyone out there that's looking to simplify

their life and get more organized. But talk to me a little bit because you've been in this

business for some time, 16 years. So tell me a little bit, how did you start simplified?

Where did the idea even come from? Yeah. Well, first, thank you so much for having me.

I'm such a fan and I think the work you guys do is so

fantastic and important. I started simplified 16 years ago when Etsy was new. There was no

Instagram. It was kind of a different world. I was really looking for a way to make some additional income for our family, and I had a

bit of a creative itch. And so started selling greeting cards and stationary on Etsy, and that

grew over the years into organizational tools and planners. The simplified planner, which is our

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