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our story

life's too short to save joy for sunday.

the good stuff is happening now.

The Simple Sundays is built around making more of the life that’s already happening.

The ordinary days. The random plans. The people you love. The places you keep saying you’ll go. The little things worth celebrating and the moments you wish you could keep forever.

We make things that give you another reason to do something, go somewhere, send some love, make it a thing and keep the good.

Because someday, the ordinary stuff might be the stuff you’d give anything to have back.

WHY SUNDAY?

Sunday is less about a day of the week and more about a feeling.

It’s slow mornings, nowhere you have to be, coffee that gets cold because you’re talking too long, a drive with no real destination, dinner with your favorite people and being present enough to realize that this is the good stuff.

The Simple Sundays is about bringing a little more of that feeling into every ordinary day.

Because you shouldn’t have to wait all week to enjoy your life.

Hey, I'm Elle!

The Simple Sundays started from something that became really important to me after losing my dad, Tony.

Losing someone you love changes what feels important. For me, it made the ordinary things feel a lot less ordinary. The random conversations, family dinners, going somewhere together, taking pictures, celebrating things that probably didn’t need a celebration and actually telling your people you love them.

I didn’t want to build a brand centered around loss. I wanted to build one around what it taught me about living.

The Simple Sundays is my way of turning that into something good. Something colorful, fun and meant to be shared.

A little reminder to enjoy your life while you’re living it.

A little something extra.

there’s more to the TS.

TS stands for The Simple Sundays, but it also carries a quiet connection to Tony Smith, my dad.

It’s something most people might never know just from looking at the logo, and I kind of love that.

My dad was diagnosed with stomach cancer, and eventually I had to watch cancer take someone who was supposed to be there for so much more of my life.

I lost him on September 14, 2024, during my sophomore year of college.

There are a lot of things cancer takes from a family that are hard to explain until you’ve lived through it. But one of the biggest things his journey changed for me was the way I looked at time.

Suddenly, the things that used to feel ordinary didn’t feel ordinary at all.

A family dinner. A random conversation. Going somewhere together. Taking another picture. Celebrating something small. Hearing a story you’ve heard a hundred times. Just having everyone there.

Those are the things that become everything.

The Simple Sundays means I get to carry a little piece of him with me as this company grows, without making his story the product.

The products are about life.

And that’s exactly the point.

more than his cancer.

Cancer is part of my dad’s story, but it isn’t the part I want to define him.

My dad was Anthony Joseph Smith, but most people knew him as Tony. He was my dad, my best friend, a husband, a friend, a Navy veteran, and one of the strongest people I have ever known.

He loved people, and people loved him. He could make friends pretty much anywhere he went, was always laughing, and somehow knew how to make the people around him laugh too. He enjoyed the little things in life, showed up for the people he loved, and was always my biggest supporter. He never missed a game, even when he was sick.

But some of my favorite things about him are even smaller than that.

I miss coaching with him and our late-night conversations on the couch. I miss laughing about dumb things, him pinching me every time I walked by, our goodnight handshakes, teaming up against my mom, bringing home a lizard even though she definitely didn’t want us to, and starting random Nerf gun wars and snowball fights.

Those are the things that made him my dad.

He also taught me to be independent, stand up for what I believe in, roll with the punches, and not spend too much time worrying about things I can’t control. When things got hard, he would tell me to “put on a helmet.” That was just him.

He served four years in the United States Navy aboard the USS Tarawa during Operation Iraqi Freedom, something I will always be incredibly proud of. He was strong and tough, but there was so much more to him than either of those things.

Cancer was only one tiny part of his life. It will never be the part that defines him for me.

When I think about my dad, I want to remember the other 18 years. The laughing, the stories, the stupid jokes, the things he taught me, the ways he showed up, and all of the completely normal moments I never knew I would miss this much.

He was my dad first. And he always will be.

life doesn't wait

Losing my dad gave me a completely different understanding of what makes a life meaningful.

Life really is short. Not in a way that means every second has to be exciting or extraordinary. I actually think it means almost the opposite.

It means the little things matter more than we think they do.

Take the picture, even if nobody looks perfect. Celebrate the birthday. Save the handwritten note. Go on the trip. Ask the questions you’ve always meant to ask. Make traditions out of random things. Tell your people you love them. Keep something simply because it reminds you of a version of life you never want to completely forget.

Because one day, the things that felt ordinary might become the things you would give anything to experience one more time.

That is what sits underneath The Simple Sundays.

This brand isn’t about grief. It’s about what loving my dad, and eventually losing him, taught me about living.

life is happening now.
use the good stuff. take the picture. make the plan. call your people.

this isn’t a brand about loss.

It’s a brand about what comes after realizing how precious an ordinary life really is.

I never wanted The Simple Sundays to feel sad. If anything, I want it to feel like the opposite.

Colorful. A little spontaneous. Sentimental when it matters. Full of reasons to get out of the house, celebrate something ridiculous, make memories with your people and keep the ones you already have.

Losing my dad is part of why I created it.

Living is what it’s about.

there’s more to the TS.

TS stands for The Simple Sundays.

But it also stands for something much more personal to me.

Tony Smith.

When I chose the name, keeping those initials meant I could build something entirely my own while carrying a small piece of my dad into it.

Most people might never know that just from seeing the logo, and I actually love that.

He doesn’t have to be the face of the company to be part of its foundation.

As The Simple Sundays grows, those two little letters will always remind me why I started.

keep what matters.
love your people.

celebrate the ordinary.

don’t wait for someday.