What do you reckon it is? Is it that you've tried international media? Is it that people just talk? Is it the spot you're in?

Well, when we first opened, what kind of blew my mind was that we had a lot of international travelers saying, oh, you should open in Brooklyn.

You should open in London.

And I was like, what? There's lots of shops.

It struck me as odd.

because like, probably there's equivalents or surely there's something.

The best compliment I had on the news space this week was someone that I know quite well and came in and said, oh, this is the type of shop that when you see it in Europe, you have to come back and tell all your friends there's this amazing shop there.

Like how have you maintained the community part of it? Do you send a lot of emails, especially with like your online people? How do you maintain that relationship?