Etta Loves UK

Etta Loves is a UK baby products brand founded by Jen Fuller after an unintentional lightbulb moment on maternity leave with her first daughter Etta. Noticing her six-week-old staring intently at a patterned black and white jumper while ignoring a plain muslin, Jen became fascinated by infant visual development. The brand works with orthoptists with 20 years' experience in children's vision development and research partners at the Sussex Baby Lab. This collaboration ensures every pattern, colour, and scale is led by cutting-edge science about what babies can actually see at each developmental stage. Etta Loves has been recognised as a certified B-Corp, demonstrating their commitment to meeting the highest standards of social and environmental performance. Their range includes baby muslins, playmats, and comforters, all ethically manufactured using organic cotton and natural rubber. With a UK base and expansion into the US and Europe, Etta Loves continues to turn everyday baby items into sensory essentials. Their mission is providing babies with the best possible visual experience to support development while helping parents through calmer everyday moments.