Naming a brand is weirdly personal. It’s part intuition, part chaos, and maybe a little bit of fate. So, how did Eleventh Hour come to be? Honestly… it kind of found me.
It started with a conversation.
I was talking to my dad — one of those deep, slightly emotional, "what am I doing with my life" chats. I told him it finally felt like the right time to chase this. I’ve had the entrepreneur bug since I was 12, but something about that moment just clicked. I wanted to build something that felt like me. A brand that made people feel seen. That let women show up exactly as they are.
Somehow in that conversation, the phrase Eleventh Hour came up and it just stuck. Not in a forced branding kind of way. In a “this is it” kind of way.
So, what does Eleventh Hour mean?
It’s more than just a name. It’s a whole energy. A mindset. A moment.
- That last spark of sunset — when the sky is doing the most and you almost missed it. That’s Eleventh Hour.
- The adrenaline of almost-too-late — when your heart’s racing and you go for it anyway. That’s Eleventh Hour.
- The procrastinator's power zone — because let’s be honest, I do my best work with 4% battery and 12 minutes left. That’s Eleventh Hour.
And most of all? It’s about deciding that the time is now, even if it took you a while to get here. Especially if it did.
What this blog is really about:
This space is for the dreamers, the doers, the last-minute magic-makers. For anyone who's ever felt like they missed the timeline and then realized they were just on their own.
So if you're ready to bet on yourself (even if it’s at the last minute), you’re in the right place.
P.S. That speech my dad gave at my engagement party? Full-circle moment. Same energy as when I told him I was quitting my job to start Eleventh Hour. Sometimes, the best things really do happen right before the buzzer.
Cheers, Carli (Chief Eleventh-Hour Enthusiast)