code: function stripColons (str) {
    var colonIndex = str.indexOf(':');
    if (colonIndex > -1) {
      // :emoji: (http://www.emoji-cheat-sheet.com/)
      if (colonIndex === str.length - 1) {
        str = str.substring(0, colonIndex);
        return stripColons(str);
      } else {
        str = str.substr(colonIndex + 1);
        return stripColons(str);
      }
    }
  
    return str;
  }
docs: Removes colons on either side
  of the string if present
  @param  {string} str
  @return {string}