JUGU means ‘mountain’ in the Naxi language. The Naxi are an ethnic minority from Lijiang, Yunnan in the South West of China on the edge of the Himalayan Plateau beside Tibet (see map below).  Their written language is one of the few surviving pictographic forms of writing remaining on the planet.  JUGU’S logo is based on this symbol.  

There are over 26 minorities throughout these mountainous regions many with their own hand-craft traditions.  Jess who was born and raised in this area setup JUGU inspired by her love of hand crafts and textiles.