Like everyone else, it was a dilemma when we shop for home products - we often had to choose between premium brands that were exorbitantly priced or mass-market brands that were ubiquitous in quality and design. As consumers ourselves, we were frustrated with the lack of a middle ground. We were floored by the excessive markups, and we wanted an alternative where we can have quality at an affordable price. We searched for a brand that offered home essentials worth waking up to, but we couldn’t find one that that meets our expectations, so we created IUIGA: thoughtfully-designed and premium quality everyday goods at completely transparent prices.