Here at JuJuBe, we’re so lucky to have a passionate, creative, and tight-knit community that’s been with us from the beginning. Every bag we’ve created over the past 20 years has been inspired by real parents—their needs, their stories, and their style. That’s why, for our 20th Anniversary, we knew it had to be a celebration of you—the heart of everything we do.
To turn that vision into reality, we invited our community to dream up their own collection design. From dozens of amazing submissions, one design in particular captured our hearts: a daisy and denim design by Sarah Lawson from Toledo, Ohio. Inspired by her favorite decade—the ’90s—and a deep appreciation for both nostalgia and practicality, Sarah’s concept bloomed into something truly special.
The limited-edition Denim & Daisies collection is sunshine you can carry. Featuring stonewashed blue denim, embroidered daisies, and a yellow gingham lining, these bags are the perfect blend of retro charm and parent-friendly features you know and love. Thoughtful details like silver daisy zipper pullers, a 100% cotton exterior, and JuJuBe’s intuitive organization come together to create a line of bags that will blossom with you through every season of parenthood.
Whether you’ve got your eye on the adorable, surprisingly spacious Everyday Mini Backpack or the convenient and versatile 3-Piece Pouch Set, act fact—because these bags are only here for a limited time!
We caught up with Sarah—a Disney-loving, rollerblading, travel-obsessed mom of three—to talk about her inspiration behind the design and what it means to see her vision come to life.
Q: What inspired your idea for Denim & Daisies?
A: For me, Denim & Daisies feels like a fun throwback to my favorite decade, the ’90s! It represents what JuJuBe has become known and loved for over the years: It’s comfortable yet pretty and familiar yet fresh. Like a favorite denim jacket that goes with everything—but elevated.
Q: What’s your history with JuJuBe?
A: I bought my very first JuJuBe bag, a Royal Envy BRB, in 2016, shortly after having my second baby. With two under 2, I desperately needed a backpack style to free up my hands, and the BRB fit the bill perfectly. The D-rings, which made it easy to hang the bag from my double stroller, were an added bonus that I quickly realized I couldn’t live without!
Q: What sets JuJuBe apart for you?
A: The consideration for a parent’s busy lifestyle is what sets JuJuBe apart. From the machine-washable materials to thoughtful organization, this brand feels like it was designed with ME in mind. Having a bag in a fun print that expresses my personality, that is comfortable to wear, that I don’t have to worry about getting dirty, and that has dedicated spots for my phone, keys, and sunglasses is an absolute dream!
Q: How did it feel to have your vision chosen?
A: Having my vision chosen has been the highlight of my year! As so many moms can testify, it is easy to get wrapped up in our kids’ activities and aspirations and achievements, and we neglect to take the time to do things for ourselves. I’m so glad I made the time to develop my vision board and am thrilled that it resonated with so many other JuJuBe fans!
Why You’ll Love It
The Denim & Daisies Collection is for parents who believe style and function should go hand in hand. Soft yet durable, nostalgic yet fresh, and always ready for adventure, this versatile diaper bag collection is designed to bring a little extra joy to your daily routine—and to be a reliable companion throughout your parenting journey and beyond.
But Denim & Daisies is more than just a bag collection—it’s a celebration of 20 years of connection, creativity, and community. Born from a mom’s imagination and brought to life by our dedicated team at JuJuBe, this special release is a is a tribute to the people who’ve made it all possible, and a reminder that the best stories are the ones we write together.
Here’s to 20 years of shared moments, growing families, and bags that go the distance.
