THE STRIPED JUMPER THAT CHANGED MY LIFE
I want to tell you about a striped jumper that completely changed my life - and has helped thousands of families too.
It was just an fun black and white striped jumper, but the first time I wore it something magical happened, as my daughter Etta (then 6 weeks old) fed without the usual fuss that I'd become used to. She gazed at the stripes, completely mesmerised and calmed, and for that precious moment my new-mum overwhelm lifted. What a relief.
That one feed made me think there had to be something more to her response to the jumper, and I knew very little about what babies can see from birth and how to support their visual development.
So I went down the research rabbit hole. I found and started working with our orthoptist, Laura, and discovered there was so much to learn about what babies can actually see, things that I could apply to products to create something totally new, as there was nothing on the market using this science (and still really isn't).
I wanted that monochrome magic everyday, everywhere, without having to keep wearing the jumper. So I started designing muslins using actual infant vision research - precise patterns based on what babies can see month by month and what they enjoy looking at.
Etta with the samples of our first ever muslins on the floor of our bedroom
The difference was remarkable. The muslins captivated babies, and calmed them if they needed it. Parents started feeding back that they felt confident they were genuinely supporting their babies' early development and they loved how striking and stylish they were too!
9 years later and we've gone on to produce sensory magic for many moments across the day - if I see an opportunity to make life that bit easier for parents I'll try and help - from pram toys to playmats, teethers to changing saviours and lots more to come.
What began as me trying to recreate the magic of a striped jumper has grown into a science-led brand trusted by thousands of families. We're still family-run (Etta, now 9, loves to give her opinion on product design), we're proud to be B Corp certified, and we use 100% organic cotton that gets softer with every wash, so can be passed on to second babies and new families.
I really believe that every parent deserves to feel confident in their choices, amongst the overwhelm of new parenthood, and every baby deserves products that actually work as hard as their developing minds do.
Shop our best sellers here to find out what a difference the science makes.
Jen x
Founder & Etta's Mum