About us

11:11 was born during a time of uncertainty.  

At the time, I was balancing working part time and running a baking business—successful, but not enough to go full-time—and my husband’s sudden illness. With three children to care for and no clear idea of what the future would hold, I found myself asking, “How am I supposed to raise, feed, and clothe my children alone?”  

From that place of uncertainty, 11:11 came to life.  

As a mum of three, I lost a part of myself after seeing the changes pregnancy made to my body and realizing just how strong and capable our bodies really are. It became clear to me how important it is to nurture ourselves and embrace how we feel. That feeling when you put something on and it just fits—when you feel good and confident— it can completely change the course of your day. That’s the feeling I want everyone to have when they wear 11:11 - ready to face whatever the world throws their way.

So many people make a wish at 11:11, and my children and I do the same every time we see it. We shout, “11:11, MAKE A WISH!” It might sound silly, but if you don’t make a wish, you’ll never know if it comes true.