Hi, I'm Joyce.
I became a mom at 19. And I spent the next two decades carrying bags that were either cute or practical — never both. I told myself it was fine. It wasn't fine.
A few years ago, I was venting to my sister Rachel about it — like we've been doing our whole lives — and something just clicked. We were both done settling. Done carrying bags that made us feel like we'd given up on ourselves. So we built the thing we'd always wanted.
We named it after my daughter Emma, who grew up watching us figure this out at the kitchen table.
The GoFree bum bag was made for moms — but not moms who want to look like moms. Women who still care how they show up. Who didn't stop having taste the moment they had kids. And when we designed the strap, Rachel made sure it went all the way to 57 inches — because functional means functional for everyone. Every size, every body, every stage of life. Pregnant, postpartum, curvy, petite. No woman left out.
150,000 women later, I still read every review. I still sign every email.
What started as one bag is now a full collection — bum bags, crossbodies, wallets, accessories — all built on the same promise: cute AND functional, every single time.
And this community? You built it as much as we did. You tagged your sisters, stopped strangers in Target, shared us with everyone you love. That means everything to us.
So if you're here — welcome. You're one of us.
Joyce — Co-founder, Emmafy