After living in China for almost four years, BURU co-founder, Morgan Hutchinson, knew first hand the difficulties of finding fashion-forward clothes to fit her American-shaped body in a land of A-cups and size zeros. When she and her husband Brett discovered they were going to be parents, she fully expected her wardrobe challenges to grow exponentially– which they did– but she hadn't expected to experience similar shopping difficulties when they unexpectedly moved back to the United States. With a newborn who wanted to nurse whenever and wherever, Morgan embarked on a mission in the name of fashion and versatility.

To face this new challenge and fill her "breast-feeding-friendly" void, Morgan and Brett spent considerable time scouring high-end department stores, boutiques, and online shops to find stylish clothes with easy front access in baby-friendly fabrics. This proved to be an extremely time-consuming and arduous process, which is not exactly new-mom friendly. Thus, the idea of Bu Ru was born.

Upon conducting an informal survey of her fellow new-mom friends, Morgan discovered that she was not alone in this hunt. Business-minded Brett got on board when he saw such an underserved niche in the market. The pair (loving their time together with their new baby girl) decided to make it official and launched ShopBuRu.com in September of 2013.