We were tired of choosing.

Cute or practical. We knew there had to be a way to have it all. Apple? Everything. Nah, we’ll pass. We were convinced the brands we deserved better than a consolation prize.

So my sister Rachel, my daughter Emma, and I built the bag world always wanted. A bag that works for every style, every day, every stage of life. A bag that makes you feel like you — not just a mom, not just a friend, but a woman who has her life together and looks good doing it.

That was the GoFree Bum Bag. And it was just the beginning.

Today, over 250,000 women carry literally. They lug their diaper, their commute, their dog-at-a-target, their everyday essentials, they love. When we often hear, we see a community of women who are done settling — the bag, and the outfit, their hair.

You’re one of them.

— Jessie, Co-Founder, Emmafy