The story behind the baby sensory brand | Etta Loves | Read Online
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the story

Etta Loves baby muslin brand founder Jen Fuller


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... 

Functional, developmental and stylish essentials are what I wanted to create.

Now don’t get me wrong, I own other lovely baby products and some are black and white. But whilst these provide some stimulation for my little one through the very fact that they are high contrast, they haven’t been developed with this as their primary objective.

Etta Loves products are not only made of the highest quality fabrics, but they have been designed with input from an early years visual expert, to ensure that they stimulate babies' visual and cognitive development (read more about the science behind them). As such the range is split between 0-4 months and 5+ months.