9. Where did the 29 in Refinery29 come from?

When the site was launching, the founders wanted it to focus on only the most curated selection of independent stores and designers and since it featured an interactive map of stores, they wanted the name to sound like a place. Hence, the name Refinery emerged. Done and done...well, almost. It felt like something was missing, so the founders consulted a psychic who told them that she saw the number 29 in their future along with great success. They couldn't very well move forward without these mystical digits and hence, 29 was added to the name and so far, it's proven quite lucky.