FAB1736_1_720x

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.

 

Image may contain: one or more people

 

 

 

 

 

 

 

 

 

 

 

 

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.

—-

“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.

Zoom image

 

“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!

 

FAB1736_1_720x

REVIEW | BLEACH London.

Bleach London - review

A few months ago I decided I wanted to be back blonde. Truth be told, I was bored with my dip dye; despite it being very low-maintenance. I thought it might be nice to be a ‘natural’ blonde – something along the lines of Sienna Miller. After 6 boxes of home dye I realised it just wasn’t going to happen. And now I had weird wishy-washy dip dye. YACK.

“Why didn’t you just visit a salon?”, I hear you ask. Well, juggling Mr Eli, work, driving lessons (yes, I am 10 years late to the game) and sorting out the day-to-day running of your family home does not leave much time in the way of pampering. (In fact, it leaves zero time!). I’d dyed my hair on an evening once Eli was in bed and Mr Memoirs could tend to him while my hair “developed” – albeit, it didn’t develop into much as I previously mention.

Fed up – I came to the decision that I now wanted to go back to my not so natural roots.  The platinum (with an old ladies blue rinse mixed in for good measure) me. The old me.

I’d seen LOADS of hype about BLEACH London. The salon itself residing in WAH Nails on Kingsland Road, was masterminded by Alex Brownsell (super hair colourist extraordinaire) and Samantha Teasdale (brains behind the business – also a one time friend-of-a-friend and Teasdale Twin to Louise; the actual live-in hair stylist for One Direction).

Anyway, I digress.

BLEACH London have done incredibly well – obviously helped along by their insane black book of celebrity clients, of course – but they have only been open just over a year. The salon prides itself as the first people to recreate the Ombre look. A BLEACH London dip-dye is not for the faint hearted, think rainbows and My Little Pony. Just amazing unconventional dye jobs – that also remind me of Kate Winslet’s character, “Clementine Kruczynski”, in Eternal Sunshine of the Spotless Mind (one of our all time favourite films, EVER!). You also won’t fail to notice that BLEACH London cleverly names itself after it’s speciality (bleaching, and lots of it) and after the Nirvana album (which famous font they also share).

Back in October, BLEACH London launched a range of vibrant dyes, treatments and styling products to Boots.You can purchase in store and online at Boots.com, choosing from colours such as Awkward Peach, Washed Up Mermaid and Bruised Violet. All products in the range cost under £10; which is ridiculously good, considering!

I purchased two boxes of the Total Bleach and a box of White Toner (in the 3 for 2 at Boots). I have used both boxes of bleach and the White Toner and this is the current result:

Photo 23-11-2013 18 15 23

I absolutely LOVE the Total Bleach. It smelt like really strong peroxide as I was mixing it and took my breath away at times – but the consistency is great. It goes on fairly easily, but would recommend you buy two boxes for hair longer than mine as it doesn’t stretch too far. Within the Total Bleach box you also get a mixing bowl, mixing brush and gloves. In both the Total Bleach and White Toner boxes you also get a tube of the amazing Reincarnation Mask; which I was going to purchase on it’s own anyway. The tube states to keep the mask on for up to 20 minutes or so; but twice now I’ve left the conditioning treatment on my hair for a few hours and kept it covered with a shower cap. This has DEFINITELY rescued my poor hair which has been through the mill, to say the very least!

BLEACH London is my new favourite bleach. It feels like it is very kind on my hair and it actually feels in a much better condition now than it did before I started the bleaching process. I’m so so happy with it. The colour is even and has a lovely shimmer, which I didn’t get with the previous brands I’ve used to achieve this same colour. I’m also using the following BLEACH London products:

Bleach London
BLEACH London Reincarnation Mask, £6.00 – Boots.com
This mask smells so so nice – almost like Men’s aftershave; not your usual fruity scent. My hair has a shimmer and feels so much stronger and less dry. I will be using the mask once a week to keep on top of dryness and damage.

Bleach London
BLEACH London Silver Shampoo, £5.00 – Boots.com
I have used several ‘silver’ shampoo’s in my time as a platinum blonde – but NONE of them compare to this one from BLEACH London. Again, it smells divine and took every tiny bit of yellowy tone that was present away. It’s made my hair very ashy, which is the look I was going for! Careful though, this could make your hair pretty blue if left on too long. I would also recommend that your alternate using different shampoo’s to avoid toner build up; which will definitely result in blue hair (unless thats what you’re wanting of course!).

Bleach London
BLEACH London Split Fix Serum, £6.00 – Boots.com
I’m finishing my hair with this incredible serum. I’ve tended to avoid things like this previously as they can be overly greasy and do more harm than good. But not this Split Fix Serum! This serum is amazing, it is controlling my hair like nothing else, fights frizz and fly away – without weighing my hair down. It also has that wonderful scent to it. I’ve been using this serum both on towel dried hair and on dry hair to tame those fly aways.

I seriously cannot recommend the BLEACH London range enough. I’m shocked and surprised at how good each and every product is – I’ve seen amazing results of their rainbow home-dyes too. Check out their Instagram for updates from their many happy customers! @BLEACHLondon.

Would you dare to experiment with the BLEACH London range? Would love to see your results!

MM.

 

FAB1736_1_720x

Our changing bag: The Mulberry Clipper Holdall.

This has been the sight next to our front door, for the past NINE weeks. These are all our hospital bags, ready and waiting! Suitcase is mine, and is filled to the brim with every essential you need for your stay at hospital – you can read what those absolute essentials are, here>>I’ve FINALLY done it! Hospital Bag(s) are packed! The amazing Mulberry Clipper Holdall is our changing bag (more on that in a second), the Barbour bag to the bottom left is OH’s essentials (iPad, change of clothing, toiletries) and the Borough Market bag is all our food supplies!

So, Changing Bag… we spent such a long time searching for the “perfect” bag. We wanted something that didn’t look ‘Mummsy’. We didn’t want something that was feminine, OH will be carrying it around too! During our search we found that there was nothing that was completely unisex – apart from the generic black satchel style bags… which to be honest, just didn’t hit the spot for us! This is going to be a bag that we’ll use every day, so we wanted to be really happy with it! All of the ‘Mummsy’ style bags are pretty expensive anyway, £250+!

We looked for actual Leather satchels as we felt this would be most universal for us both. But with Leather, comes a pricetag. We soon found that even just nice Leather satchel bags, that weren’t necessarily for our purpose, were coming up at £400+. When we would look into the details of these bags, we found that there just wouldn’t be enough space for everything that a babba needs on a daily basis – as well as what we might need to cram in for ourselves too! We also decided we wanted something that would be kind of waterproof – Britain is not renowned for it’s dry weather is it!

We went to all the usual high street stores in search of just a standard, but small, holdall that would meet all our demands. We almost settled on this one from Barbour – Barbour Wax Cotton and Leather Trim Satchel, £119: Style available from JohnLewis.com

But, this bag is actually a little too big for what we need it for! It looked massive against me and I just couldn’t see ME using it. OH on the other hand, was chuffed with it.

So on with the search!

I’m a massive fan of Mulberry. It’s my favourite brand. So, I said I wanted a Mulberry Alexa…

Mulberry Oversized Alexa Messenger & Shoulder Bag, £925. Style available from JohnLewis.com

But then we realised that the £795 size wasn’t big enough… and £795 is a ridiculous price for a ‘changing’ bag! OH also concluded that an Alexa was too feminine for him. I did email Mulberry regarding changing bags, as they’re clearly missing a huge audience by not offering a selection! They replied to me with:

We have taken on board customer requests for changing bags and our soon to be available Autumn Winter 2012 collection will include the Rosie Baby bag in Black or Oak Tiger Print Nylon as part of the range.

Pretty exciting! But a bit too late…

Then I started looking at their holdalls. We’d always said we wanted a Clipper holdall. They’re classic Mulberry. They’re perfect for trips away. They’re a style that just will not date – but will get better with age.

We went along to Westfield: Stratford City to take a closer look. The Simple Mulberry Clipper Holdall (£350), was the perfect size! Inside and out 🙂

So we said “sod it” and bought it 😀 It’s beautiful. We’re over the moon with it – and more to the point, unlike ‘real’ changing bags, we’ll be using this holdall for years and years and years and years to come. It’s a style that is built to last! So we were happy to pay the £350 price-tag, because it’s going to get so much more use than a standard changing bag. It completely meets our very niche criteria and OH cannot wait to get outside with it 🙂

MM.

FAB1736_1_720x

Our iCandy Strawberry: Seat unit/Stroller and Carrycot.

**Quick warning, this post is quite photograph heavy**

We had looked at lots and lots and lots of reviews of travel systems, push chairs, strollers, joggers, car seats – everything! We came to the conclusion that we *needed* the iCandy Apple. No, not because we’re massive Apple fans… but because iCandy products are the most innovative, easy-on-the-eye and well received. Also, it’s quite important to us that iCandy is a British brand – we’re massive supporters of all things heritage, so this was also a key selling point for us!

Upon further investigation, we found that the iCandy Strawberry was due to be released – after much anticipation. We watched a ton of videos from trade fairs and Which, along with reviews, and decided that we now *needed* the iCandy Strawberry. We called up John Lewis dozens of times awaiting the delivery of it to the shop floor so we could look at it in real life. FINALLY, it had arrived at the Oxford Street store, so we dashed down after work to have a butchers.

We were not disappointed – but knew there was a waiting list and all products that were being delivered, were going straight to customers who had pre-ordered, months and months and months previous.

We looked at a handful of forums and spoke to iCandy stockists and found that we were likely to have a 3 month wait. So we thought, ‘sod it, let’s get it ordered’. So at just 12 weeks pregnant, we ordered the entire package from John Lewis in Stratford. We just wanted to keep it simple colour-wise, black goes with everything – and is unisex. So we ordered the seat unit (£450) and seat unit flavour pack in Assam (£75) along with carry cot (£95) and carry cot flavour pack in Assam (£75).

We were told that we’d get a phone call when everything was in stock, ready for dispatch. Personally, I thought it would be longer than the 3 month wait… judging by conversations around the amount of pre-orders and the length of time it takes to dispatch to the stockist – for the stockist to then dispatch to the customer directly. Just 3 weeks later we got a phone call saying that all items would be delivered in a further 3 days time! We couldn’t believe it.

But hey, I did say we were organised, didn’t I? 😉

So, obviously, at just 24+1 weeks pregnant, we haven’t given it a proper test drive yet. But check out the pictures. We’re chuffed with it! Will have to follow up on this post when Baby Boy actually arrives! From driving it around the house, I can confirm that it is smooth, easy to manoeuvre and quite light. The iCandy Strawberry comes with ‘memory’, meaning that it can be folded with the seat unit attached still – it will then unfold back into the same position before it was folded.

What’s in the box? iCandy Strawberry Chassis, Stroller seat unit, bumper bar, wheels, rain cover and instructions/warranty.

What’s in the box? iCandy carrycot, bumper bar, rain cover, instructions/warranty.

Carry cot attached, with bumper bar. The carry cot features the Assam flavour pack – hood and cover.

Stroller, rear facing. The stroller features the Assam flavour pack – hood and seat cover.

Stroller, front facing.

Folded, free standing, with stroller still attached.

Folded, laid flat with stroller still attached.

————————————————————————————————————–

We’ve also ordered the Maxi Cosi Cabriofix car seat from Amazon, which attaches to the iCandy Strawberry chassis. You need to purchase the Maxi Cosi Cabriofix adapters (£30) however!

The complete iCandy Strawberry Travel System that we purchased above came to a total of £725 from John Lewis. We still need to purchase a the Parasol (£25), which can now be purchased online at JohnLewis.com

MM.

 

FAB1736_1_720x

New Look: Maternity collection re-launch!

High Street favourites, New Look, have just re-launched their Maternity range with a bang! They’ve created a dedicated section on their site to shop and explore – with styling and fit guides, as well as how to dress like celebrity-mothers-to-be.

New Look are also offering yummy mummy favourite brands exclusively online – check out Mamalicious Maternity and Heavenly Bump Maternity.

Along with the site relaunch there are some really nice Spring/Summer pieces available. It’s also worth noting that their Jeans range come in a variety of sizes and leg lengths! 34″, 32″, 30″ and 28″ – which is absolutely brilliant considering I’m a petite mum-to-be. This is the first retailer that I’ve so far seen offering a variety of leg lengths – so kudos to New Look!

Here are some of my favourite styles that I’m just going to have to purchase!

Mama.Licious Hillary V Neck Dress, £39.99. Click here to purchase exclusively at NewLook.com

Jersey Maxi Dress, £19.99. Click here to purchase exclusively at NewLook.com

Mama.Licious City Striped Long Tee, £21.99. Click here to purchase exclusively at NewLook.com


28″ Skinny Jeans, Was £15.99 Now £10.99. Click here to purchase exclusively at NewLook.com


3 Pack of bump bands, £9.99. Click here to purchase exclusively at NewLook.com


2 Pack of full length Leggings, £14.99. Click here to purchase exclusively at NewLook.com


Butterfly Dress, £27.99. Click here to purchase exclusively at NewLook.com

MM.