WELCOME TO THE FAMILY
"When Etta was six weeks old, I watched her staring intently at the black and white pattern on my jumper whilst feeding, ignoring the plain muslin over my shoulder. I felt the overwhelm lift. That was the start of Etta Loves."
- Jen, Founder & Etta's mum
MY OBSESSION WITH VISION
When I discovered how differently babies see the world, and how powerfully the right patterns and contrast can captivate them, I became obsessed. That obsession is at the heart of every Etta Loves product. Because when you design around what babies can actually see, something magical happens: they're calmer, more engaged, and the everyday moments - feeding, tummy time, getting out and about - get a little easier for everyone.
MEET OUR ORTHOPTIST
I found Laura through an NCT friend, and she is one of the most important and unique things about Etta Loves. As a consultant orthoptist with 20 years of experience in children's vision development, Laura has been with us since the very beginning. She brings the scientific rigour that sits behind every single pattern we make, ensuring that the scales, spacing, patterns, colours and complexity are optimised for the tiny eyes looking at it.
MADE FOR YOUR DAYS
The basket of stuff that Etta loved one week and ignored the next. The wasted money, the clutter, the constant searching for the thing that 'works'. Etta Loves was built around the moments that matter most: getting out of the house, travelling, tummy time, the nappy change, feeding. Our products do more, so you need less. Because sometimes a focused feed, a calm walk round the block, or lunch with both hands is enough to change a bad day into a good one.
OUR VALUES
SCIENTIFIC
Every Etta Loves design begins with research.
Working with our consultant orthoptist Laura and the University of Sussex Baby Lab, we've developed a four-stage design process; 1. Choosing a look and feel that parents will love. 2. Designing alongside Laura to ensure scale, pattern and complexity are just right. 3. Testing with real babies at the Baby Lab, and 4. Refining until every design is perfect for learning eyes.
SUSTAINABLE
The world our babies are growing up in matters as much as their development within it, and we're proud to be a certified B Corp™
Etta Loves is committed to using fabrics and practices that are genuinely kind to the planet. Our cotton is 100% GOTS certified organic, all other materials are natural or recycled. Our packaging is recyclable, and every factory we work with is fully certified to the highest ethical and environmental standards. Because the best possible start in life should also be a responsible one.
SUPPORTIVE
When babies are visually engaged they tend to be calm, and when babies are calm parents get to breathe, or get some things done!
Every Etta Loves product is designed to captivate tiny eyes and support developing vision, and in doing so, make many moments across the day a little easier for the people caring for them too. Because our science means you know it great for them, not just hope it is.
YOUTUBE
OUR SENSORY ANIMATION
Working with our visual experts, we've designed a sensory animation that supports, not overstimulates. It's rooted in nature and the right speed for tiny eyes to be able to track and enjoy.
The graphics and music should encourage you to breathe a bit more deeply too...