smart diaper bags for smart people!

About Ju-Ju-Be®

About JJB

Ju-Ju-Be® – Smart Bags for Smart People from a Really Smart (and Super Fun) Brand

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 (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 else had delved into the deep realm of microbes and anti-stick coatings. Everyone else says that diaper bags aren’t rocket science. We think they can be. Along with being a lot of fun.


Team Ju-Ju-Be

Kristin Hunziker

Kristin Hunziker

Kristin Hunziker was destined to be doing diaper bags. When she was a kid her mom never had to tell her to clean up…she was born organized. After a few years of being a kid, she went to Iowa State and graduated from the Apparel Merchandise, Production & Design program. The pull of baby products started early and her first job out of school was Technical Design Coordinator for Infant-Toddler Wear at ShopKo Stores. From there she went to Lands’ End to work in quality and product development for the Kids Team. While at Lands’ End she worked not only on kids stuff, but luggage and accessories, too. With the west coast beckoning, she packed her bags (very neatly) and went to Oakley to work as a footwear developer. After having a lot of fun at Oakley, and then ASICS, it was time to concentrate on the really fun stuff, having kids!! Now a mommy of two, Rylan (8) and Natalie (6), she makes her diaper organization needs a reality!! OK, we’ll admit…she did indulge her fashion and design senses as well as her obsessive need to organize, but who can fault her?

Joe Croft

Joe Croft

Joe Croft went to Stanford and graduated in Product Design. Bags are his business. His first job was working for Gregory Mountain products where he designed packs to go to the top of the world and beyond. Granted numerous patents for some fun inventions, Joe has a great talent for making technology work. After Gregory, he spent nearly a decade at Oakley starting up and growing the apparel, accessory and footwear programs there. He then ran a consulting business, HyperDrive International, and designed, developed, sourced, and produced bags. His customers were some of the largest brands in the business. Oh, yeah…He’s got some good qualifications on the baby side of life. Barrett, Riley, Julia…aka “Ju-Ju-Be” and Griffin give him daily schooling in the requirements of kids on the go. His wife, Rachelle (aka “muffinfrog” to her friends in the Pink Room), keeps herself entertained in all aspects of our business but especially with our blog, Facebook, Instagram, and our online forum. And as all you women out there know, Joe actually works for Rachelle and Kristin. :)

smart bags by smart people -
(sometimes modest, too)

Jodi loves her bags

Megan's Story

Jessica & Rebecca

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What makes a Ju-Ju-Be bag so much fun?

The brand was founded after an exhaustive search showed that current competitive products always left moms searching for a better blend of features. 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.