Willy grew up on the coast of California and fell in love with the ocean, surfing competitively throughout his life. His love for the ocean is what led to the idea for Luma, after becoming aware of the detrimental impact plastic pollution was having on our water and marine life.

Willy studied at Brigham Young University where he began work on the idea for Luma.

Jaden developed an appreciation for innovation and design driven consumer brands at an early age. He grew up in a family that drank water primarily from plastic, and as a teenager, became fully convinced we'd one day see design-driven innovation revolutionize the outdated water bottle industry.

Jaden studied finance and technology innovation at the University of Connecticut.