My mum was born on the 11th of November at around 11am, so I’ve grown up with the 11:11 phenomenon. Basically, she’s one of those people who always happens to check the time when it’s 11:11 o’clock. Some people explain it as a coincidence; others believe it to be an auspicious sign or the signal of a spiritual presence. As a child, I never really questioned these continual occurrences; I though that 11:11 was just her thing. Well it turns out it’s also thousands of other peoples thing, and one of them owns an amazing boutique in Byron Bay called 11:11 O’Clock.