A Need
It started while she was pregnant. Every diaper bag she found was organized enough for a baby or polished enough for her. Never both.
The story behind yuuma
One mom, one bag that didn't exist yet, and a refusal to choose between organized and polished.
yuu·ma
/ˈjuː.mə/noun · NigerianMother, in a respectable tone.
What we believe
A world where women feel seen, supported and stylish in every season of life. Where what they carry reflects who they are becoming, not who they are expected to be.
A Bag of Her Own
So Donnya designed the bag she couldn't find: room for the baby, style for her. It became the YUUMA Original.
Meet the Original
A Community
One bag grew into a community of women who believe they shouldn't have to choose between style, function and identity.
Meet the founder
Donnya Negera
Donnya built a community of mothers through her voice and her story online. Parents magazine named her one of the Top 10 Black Mom Bloggers to follow on Instagram.
When she couldn't find a diaper bag that fit her life and her style, she designed one. Today she leads YUUMA from Texas, as a female-led, mom-designed brand.
