Amber Oliver and Meri Treitler started The Joey Wrap in December, 2005 after experiencing the birth of their babies, Hugo and Jake just days apart. They live and work in busy New York City where wraps and carriers are a convenient necessity in navigating the urban lifestyle. After each trying multiple wraps and carriers that did not offer the ease, comfort or features desired, they created their own prototype and, after rave reviews from other parents and caregivers, immediately began manufacturing their product.