Pack it up in this bag and look hip and surprise it's functional too!. Light colored lining takes away the black hole effect and help you finally find what you've been looking for... hidden under the flap is a spot to put pictures of your new little bundle... you never know when you will need to show them off! About Ju-Ju-BeJu-Ju-Be was started by the dynamic duo of diaper bags. 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 else 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.Ju-Ju-Be supports Breast Cancer Awareness and donates a portion of their bag sales to Breast Cancer Awareness charities.