JOY is eleven months old. It’s been eleven incredible months of women and stories and bras and joys and laughs and tears and community and dreams coming true. Eleven, eleven, eleven…I really can’t help hearing the word “eleven” without thinking of the movie This Is Spinal Tap. In the movie, a lead guitarist in a rock band explains that the volume control on the band’s amplifiers go to 11, which is one notch higher than than the traditional maximum measurement of 10. I’ll let Wikipedia explain it for those of you who are wondering what the heck I’m talking about:
…”these go to eleven” is an idiom from popular culture, coined in the movie This Is Spinal Tap, which has come to refer to anything being exploited to its utmost abilities, or apparently exceeding them, such as a sound volume control. Similarly, the expression “turning it up to eleven” refers to the act of taking something to an extreme. In 2002 the phrase entered the Shorter Oxford English Dictionary with the definition “up to maximum volume.”
You’ve helped us make some noise in the bra world and if I can be so bold to say it – I feel like the noise at JOY has definitely gone to eleven. Everything about every thing in these eleven months has exceeded anything I could have imagined. This little seed of an idea of a bra shop in Manchester, Vermont has blossomed into this garden of incredible experiences and stories that is so much more than just selling bras.
It’s you. It’s joy. It’s really something.
Eleven, eleven, eleven.
Crank it up!
