Ju-Ju-Be™ was started by the dynamic duo of diaper bags. Why did we start up a whole new brand? Because despite the great fashion of the other brands, there were still some things lacking. No one had put to use the latest in technology. No one had successfully acted on the idea that fashion and function aren’t mutually exclusive. Everyone else says that diaper bags aren’t rocket science. We think they can be. Along with being a lot of fun.