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.
HI, I'M JEN
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. I hope you love what I’m building.
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 our sensory magic.
A dear friend I met 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 we agree on the theme and style of a new pattern, she uses Laura’s expert input to create our stunning designs.