About Us | Baby Sensory Muslins, Playmats & More | Etta Loves
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When my first daughter, Etta, was 6 weeks old, I noticed her staring intently at the black and white patterned jumper I was wearing whilst feeding her, ignoring the plain muslin over my shoulder, and feeding for longer as a result. I felt the overwhelm of feeding lift.

I glanced from Etta to the monochrome jumper to the muslin and had my lightbulb moment. I became fascinated by what babies could see and set out to recreate the magic on her face and developmental benefits by turning omnipresent baby items, starting with muslins, into sensory essentials using the wonder of science.

By working with experts in infant vision we provide the optimum visual experience for babies - wonder and focus for their tiny eyes, and many moments across the day made calmer for parents and carers.


Founder of Etta Loves and mum to Etta and her little sister Uma, Etta Loves is all about providing babies with the best possible visual experience to contribute to their development, whilst supporting parents and carers through having everyday moments made easier through our sensory calm.

I am committed to do the best for babies, working with experts in the field of infant vision and my amazing team to develop and produce the most optimised sensory essentials in the world, whilst using fabrics and practices that are kind to the planet. I hope you love our sensory magic.


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 24 months of a child’s visual development, to ensure that every pattern, colour and scale we produce is led by science to delivery our sensory magic.

Laura works alongside the Sussex Baby Lab to deliver the most cutting edge science into the heart of Etta Loves and our design process.


A dear friend I met through NCT when pregnant with Etta, Shruti is a phenomenal designer. She’s the super stylish one in the group, whose baby Kiran looked effortlessly cool since day dot.

Once we agree on the theme and style of a new pattern, she uses Laura’s & The Sussex Baby Lab's expert input to create our stunning designs.


Our Head of Customer Happiness, Katie is a ball of joy, with an aim to make our customers as happy as possible with their Etta Loves products and experience. Mums to two little darlings, Katie is the face on the end of hello@ettaloves.com


Sophie is our Brand Manager, who works with Jen to bring the Etta Loves magic to more wonderful stockists around the world. If you'd like to talk to us about becoming a stockist you can email Sophie on sophie@ettaloves.com


Our Marketing Manager, Hannah used to stock Etta Loves in her gorgeous indie kids store, and now brings the knowledge of our brand and customers to our global marketing.