BRAND IN FOCUS // ETTA LOVES
You may, (or may not), remember that back in 2017 I used to run a Q&A segment, “NEVER CONCISE CHATS“, where I would chat to the founders of businesses or services, who also happen to be parents. One of those chats was with none-other than Jen Fuller of ETTA LOVES. You can read our original chat, here >>> NEVER KNOWINGLY CONCISE CHATS TO // JEN FULLER | @ETTALOVES
Since Edie was born in August, we’ve used ETTA LOVES products with such great success! So, I just had to write a Brand In Focus post on all the amazing items that we’ve been able to test in real life.
Who is ETTA LOVES?
I love to champion a family-run business and ETTA LOVES is precisely that; founded from the sofa by Jen Fuller whilst feeding her first-born daughter, Etta. Jen quickly realised that a 4 week Etta’s gaze was locked onto a black and white jumper she was wearing – it was the first thing her daughter had concentrated her focus on, that wasn’t a face.
Something clicked and the ETTA LOVES creativity began. All of the ETTA LOVES range is carefully designed with actual science.
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“Babies are born with fully formed eyes however they are not born with the ability to see clearly. This develops with time through practice and the forming of critical eye-to-brain connections.
Because of this, at birth babies are attracted to high contrast, large scale patterns but as the weeks and months go past their vision improves steadily and the world starts to appear in more vivid detail and colour.
At Etta Loves we use the knowledge of what babies can and can’t see at various stages of their visual development to design patterns that support their incredible discovery of the world around them. It’s why our patterns are often described as magical, as babies are calmed and mesmerised as they try to make sense of the fascinating shapes and contrast before them”.
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Your baby is, quite literally, spellbound by science with the ETTA LOVES designs. The range started with Muslins as Jen knew how you ALWAYS need one (or two, or three!) on hand at all times.
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We have this 3-pack of Animal print muslin’s – and they’re the ultimate multitasker! Not only are they mega soft (that Bamboo-Cotton is magical in its own right!) but they’re mega functional too. Use them as usual for spills and snotty noses and for when you need those moments of calm. I can’t recommend these muslin’s enough! Even after washing what feels like a million times, the quality is still the same. Edie was completely taken by the prints straight after they were out of the box – they’re the first things she’s learnt to focus her gaze with. The Etta Loves magic knows no bounds here! We tie the muslins to the side of the play gym/pram/cot/back of the car seat to keep Edie mesmerised (which also gives us a few minutes peace to sit down and drink that hot cup of tea – which is so important!). The science behind the designs is really quite something – they catch the eye of everyone we come into contact with, so the print also works on adults too! Stylish AND scientific, you can’t get better than that!
What ETTA LOVES say:
Triple pack of super-soft sensory muslin squares in high contrast black and white patterns. Designed to the millimetre to support babies’ cognitive and visual development between birth and around four months.
The ultimate multi-tasker also delivers sensory calm through our scientific patterns.
Pack includes 1 x zebra, 1 x starfish and 1 x Dalmatian design presented in our stylish box packaging.
Each muslin is 60cm x 60cm.
Made from: 100% viscose from bamboo.
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“Muslins are so omnipresent for the first year of life, and beyond, so when you add in how multi-functional they are and the close proximity they come to a baby’s face it made sense to start there and make them do something far more valuable than just mop up baby yuck!”
JEN FULLER, FOUNDER OF ETTA LOVES
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Eli is 7 and still uses a muslin for spills or when he’s got a cold – proof that this is product that you’ll be using for a long time after those new-born day’s are over!In times where we need to think and buy in more eco-friendly ways, its a good job that the muslin’s are designed to last – and even better when a muslin is as stylish as the ETTA LOVES designs.
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We absolutely LOVE this knitted blanket in zebra print and wish it was made in adult sizes for us too! I’ve never felt a softer knit, which Edie loves to snuggle into. It has a gorgeous hand-feel, which hasn’t decreased since washing several times – just superb quality. We love how the science behind the design keeps Edie calm as she begins to drift off to sleep. It looks looks mega cool in the pram. It would make a great newborn gift too!
What ETTA LOVES say:
Our first knitted blanket delivers super-soft sensory stimulation, for calm snuggles at home or on the move.
Our zebra print is designed to support babies vision from birth to 4 months old.
Soft, snuggly and sensory knitted blanket in high contrast black and white zebra print. Designed to the millimetre to support babies’ cognitive and visual development between birth to four months.
Perfect for in the home or on the go, keeping snuggly and calm at the same time.
100cm x 80cm with black edge (white edge on reverse) in our stylish box packaging.
Made from: 100% cotton.
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Much like the muslin’s, during a meltdown, we can guarantee this Comforter calms Edie. The print, plus the soft bamboo cotton against her cheek, immediately mesmerises her to sleep. We’ve washed ours plenty of times now and again, it still looks and more importantly, FEELS, brilliant.
What ETTA LOVES say:
Super soft, super cute comforter in clever zebra print that your baby will want to keep in their hands and near their eyes. Babies not only love the clever zebra pattern but will also fiddle with the cute floppy zebra ears, providing an additional sensory experience.
Our zebra print is designed to support babies visual and cognitive development from birth to around 4 months old.
40cm x 40cm double lay knotted muslin.
Made from: 100% viscose from bamboo.
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CLICK TO SHOP >> ANIMAL PRINT PLAY-MAT
reversible: 0 to 4 months and 5+ months
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I was first of all struck by the stylish look of this play mat as it fits in perfectly with our decor – but its actually the science and design consideration of this product that mesmerises me (never-mind Edie!). The fact that the design is illustrated so carefully for brand new baby eyes is a real winner for us – its made Edie cope so much better with tummy time- she loves this dalmation print, her eyes widen and she is immediately transfixed! Really wish we’d had this for Eli 7 years ago as he absolutely deplored tummy time! The mat allows us time to get on with bits around the house or EVEN sit down for a few extra minutes while Edie is captivated by the monochrome print. We also love that from 5 months the mat can be turned over to further the eye development with the colour side – how clever is that?!
The mat itself is really soft, a great size and has lovely padding for the comfort of your babe. It rolls up easily for storage and carting around when travelling. Oh and you can whack it in the washing machine too – which is very important – as all new parents will understand!
What ETTA LOVES say:
Our playmat provides perfect stimulation for tummy time and playtime. Reversible dalmatian (0-4 month print) and leopard print (5+ months) in soft organic cotton with a comfy padded fill.
Designed specifically to support babies’ visual and cognitive development throughout their first year.
The pattern also encourages your baby to use their back, neck and shoulder muscles (helping them prepare for rolling and crawling) as you’ll notice them trying to push up to make more sense of the print before them.
Comes in our gorgeous box packaging with a band to hold the mat together when rolled up – making it perfect for home and away.
Size: Circular – 1m diameter
Made from: Outer – Organic cotton. Inner: Polyester padding
Machine washable to make your life easier too.
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“OUR MAGIC IS BY DESIGN, NOT CHANCE”
“From the colours we use, the scales within each pattern and the placement and space between each shape, everything is designed on our consultant Orthoptist Laura’s recommendation to support your baby’s visual and cognitive development.
As a result, our patterns will look different to your baby from week to week as their vision develops. This is the magic of Etta Loves and what makes us unique in the world”.
JEN FULLER, FOUNDER OF ETTA LOVES
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So as you can now tell, we’re big fans of ETTA LOVES in our household. We can’t recommend all of these products enough. They would all make great gifts for loved ones. And remember when you buy from a small business, you’re supporting a family. And that always feel’s nice. Even better when the products are this clever and functional!
What Jen has created is really quite extraordinary – especially for such a young and small brand! What ETTA LOVES has accomplished in the 3 short years that its been going is amazing and I honestly can’t wait for the new products to launch next year. Jen, you and your team of specialists are so very clever and you have helped a lot of families and babies learn and grow. That is really quite epic!
C
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THE ETTA LOVES TEAM
JEN FULLER – FOUNDER
Founder of Etta Loves and mum to Etta and her little sister Uma. I started this business to give parents the gift of calm and babies pure wonder through our sensory patterns. I want to make everyday moments easier, calmer and super sensory.
LAURA – ORTHOPTIST
Mum to Sophie and Thomas, Laura has 20 years’ experience as an early years orthoptist (or specialist in children’s vision development to you and me). She has provided in-depth knowledge of the first 12 months of a child’s visual development, to ensure that every pattern, colour and scale we produce is led by science to delivery the sensory magic.
SHRUTI – DESIGNER
Jen met Shruti through NCT. Shruti is a phenomenal designer. She’s the super stylish one in the group, whose baby Kiran looked effortlessly cool since day dot. Once Jen and Shruti agree on the theme and style of a new pattern, she uses Laura’s expert input to create the stunning designs.
SAMIA
Samia has a wealth of experience in the children’s wear market, so brings her unique knowledge to the team to help grow and drive the brand forward. She is also critical in helping Jen make product decisions and giving the confidence to reach for the stars
THE ETTA LOVES STORY
Sat on my sofa with a heap of mucky muslins by my side, I realised that 4-week old little Etta was staring at my top. It was the first thing I’d noticed her actively trying to focus on and unsurprisingly it was a simple black and white pattern.
After a month of trying to rotate black and white clothing (which got both difficult and boring) this got me thinking; why aren’t the most seen items by babies designed to stimulate them and capture their attention? And why wouldn’t you use medical knowledge of babies’ visual development to make them the best that they could be at doing this? And while you’re at it they should be stylish.
Etta Loves was created to turn everyday essentials into sensory sensations, by using the science of what babies can and can’t see to create clever and stunning patterns. The result is that babies are mesmerised and supported in their visual and cognitive development, whilst parents benefit from a priceless moment of calm.
For clarity, I was kindly #gifted all products that are highlighted in this post above, by ETTA LOVES.
This is not a sponsored, paid post or an ad and I was not obliged to write this blog post or link back to the ETTA LOVES website. I only shout about items that I genuinely believe in, so be safe in the knowledge that I’m in love ETTA LOVES as much as Edie is!
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