In 2005, friends Joe Croft and Kristin Hunziker—both parents themselves—recognized that the diaper bag industry was lacking in not only durable, high-quality designs, but also in fashionable styles that parents would want to wear. Thus JuJuBe was created. Though the brand has grown a lot since its inception, it is and will always be a proud Southern California company that uses science, style and attitude to create one-of-a-kind bags, purses and accessories.