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BRAND IN FOCUS // ETTA LOVES

 

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.

 

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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”.

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.


 

CLICK TO SHOP >> 3-PACK ANIMAL PRINT MUSLINS

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.

“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

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.

 

click to shop >> NEW ZEBRA KNITTED BLANKET

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.

Image may contain: one or more people, stripes and baby

CLICK TO SHOP >> ZEBRA COMFORTER

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.

CLICK TO SHOP >> ANIMAL PRINT PLAY-MAT

reversible: 0 to 4 months and 5+ months

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

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
✖️✖️✖️

 


 

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.

 

*Some words taken directly from EttaLoves.com to ensure information delivered is correct.

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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Hospital Update: Meeting the Consultant and measuring 34 weeks at 28 weeks.

My favourite image of our Baby Boy so far! Taken at 20 weeks, UCLH. 20th March 2012.

Yesterday morning we drove up to Broomfield Hospital for another appointment with our Consultant; to discuss the findings from our last scan –The Bilateral Talipes. But our actual consultant was stuck on the M25 (of course), so we saw someone else and had to go through the whole rigmarole of explaining everything that’s happened in this rollercoaster of a pregnancy!

Fast forward half an hour and I’m on the couch being measured up with a tape measure again. At my Midwife appointment, less than a week ago, my bump was measuring up at 30cm, so 30 weeks – Weekly Update: 28 weeks. So had expected it to be about the same.The two Doctors measured me again… I was measuring 34cm, so one would assume, 34 weeks! UH OH.

I was referred for an emergency scan to check out baby boy’s measurements properly, along with an index of my amniotic fluid. Had to sit around the hospital for 3 hours until the scan. MASSIVE YAWN.

Had the scan and everything was FINE. He’s measuring up at 29 weeks (of which I am 29 weeks tomorrow). He weighs about 2 and a half pounds. He couldn’t be more spot on measurements wise, he’s spot on all the ‘average measurement’ lines on the scan graph. Which is great!

Also, my amniotic fluid is showing up at 6cm at the deepest point, which again, is absolutely normal! So everything is great. I just have a lot of my own water retention and bloating..possibly because I drink far too much water. What can I say? I’m a thirsty girl!

Additionally, the Sonographer also said that we no longer need to go back to have a scan at 32 weeks. She’s more than happy with the progress of everything and doesn’t see why we should have to go back to the hospital to review baby boy’s Talipes. Which is also fine by us! We’re over the moon! But at the same time, I’m also a little bit sad that we won’t be seeing our baby boy for a little while… in fact, the next time we see him will be when he’s ARRIVED! Which to be honest, is also a little bit scary! It’s all very very very REAL now. EXCITED.

So the moral of this story is, don’t believe the measurements! It was never going to be an exact science, measuring your bump – who thought it would be?!

MM.

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Hospital Update: Baby Boy bump has (mild) Bilateral Talipes.

Wednesday 18th April: Re-scan at UCLH, Fetal Medicine Unit.

This morning we visited the Fetal Medicine Unity in UCLH (University College London Hospital) for the re-scan of baby boy bump’s feet – to confirm or exclude Talipes (Club Foot). Since my worrying Midwife appointment the other week, I’ve thought about nothing other than the results we might find at the scan today. Not about his feet though, I was thinking about everything else that it could be linked to. Yesterday the panic set in again and I started googling all sorts, which we all know, is probably the worst thing you can do – ever! Based on the, err, google search findings, I’d really worried myself about how his spine might be developing, as Talipes can be the result of other genetic disorders. This all combined with the Midwife appointment made me really really quite anxious in that waiting from this morning.

Appointment was for 9am, we arrived early, as always, at 8:30am. We went into see the FMU and Speciality Doctor who has performed our most recent scans at UCLH, at about 9:15am. Our Speciality Doctor is beyond thorough, so started off with checking the progress of the brain and heart. Then he went on to check other internal organs for size and function, making the necessary measurements and notes as he went along. (See below for measurements from this scan!) He muttered that “everything is developing beautifully”. Then he turned to the back, looking at the spine and ribcage. He pondered over the spine and I clenched onto OH’s hand. The Doctor didn’t say anything so I asked “Is his spine ok?”. He smiled and said “Of course, he’s beautifully in proportion and developing as he should be. It’s a good thing!”. PHEW. I was happy at that point 🙂

As baby boy bump has proven at every single scan, he’s a wriggler. He moves non-stop. Which is amazing! But not great when the Doctor is trying to desperately get a good view of his feet! It was at this point that he got the 4D scanning images up again – which is just incredible. It’s so amazing to see your baby’s face like that – unbelievable to be honest! But he was really wanting to get a good view of his feet… so it was a quick look at his cute-as-a-button face and then back to business.

The Doctor scanned his feet for about 15 minutes using both the 4D and 2D imaging. He then turned to us and said that he was “convinced there is a degree of Bilateral Talipes. But is extremely mild”. He then went on to discuss corrective methods and said he’d like the Consultant to take a look. The Consultant arrived and said that the Talipes was so mild that “I probably would have missed it to be honest!”.

So with all this in mind, we’re over the moon. Couldn’t be happier. We always knew this baby boy of ours would be a character, and he’s certainly that!

We”ve now been discharged from UCLH and referred back to the care of Broomfield. We will have another scan (YES!) at 32 weeks to see the progression of the Talipes. This will be our 8th scan, although these scans have not been under happy circumstances (mostly), we’re extremely grateful that we’ve been lucky enough to see our baby boy growing at every single stage. As long as the Talipes has progressed as it should (or hopefully, not at all) then we’ll remain within the care of Broomfield. We will not be treated any differently for the birth, so there is no reason for me not to have the Water Birth I’m planning! Once baba is born, we’ll obviously review the extent of the Talipes and take it from there.

Measurements at 25 weeks and 5 days.

Biparietal Diameter (BPD): 67.9 mm

Head Circumference (HC): 243.9 mm

Abdominal Circumference (AC): 213.3 mm

Nuchal Fold Thickness (NT): 5.6 mm

Nasal Bone: 7.4 mm

Femur Length: 45.5 mm

Estimated Fetal Weight (BPD, HC, AC, FL) :842 g / 1 lb 14oz

4D scan of baby boy’s face. He has my nose and chin and OH’s eyes. He’s playing hide and seek here though unfortunately! 

MM.