The brand was founded after an exhaustive search showed that current competitive products always left moms searching for a better blend of features for their diaper bag. Some had style, some had function. Very few had both, and even the most functional brands missed out on the latest innovations in textile technology. In smart style, Ju-Ju-Be assimilated the most advanced technology possible and created a product line unrivaled in the industry. Fans took note and there was a need to round out the line and add travel and lifestyle pieces. Ju-Ju-Be is smart bags for smart people.