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.
Samia has a wealth of experience in the children’s wear market, so brings her unique knowledge to the team to help us grow and drive our brand forward. She is also critical in helping me make product decisions and giving me the confidence to reach for the stars.
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.