Ju-Ju-Be was started by the dynamic duo of Kristin Hunziker and Joe Croft. Why did they start up a whole new brand? Because despite the great fashion (and even some great features) 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. No one had delved into the deep realm of microbes and anti-stick coatings. Everyone else says that diaper bags aren't rocket science. Ju-Ju-Be thinks they can be. Along with being a lot of fun.