About | Baby Sensory Muslins, Burp Cloths & Playmats |Etta Loves – Etta Loves US
Left Continue shopping
Your Order

You have no items in your cart


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.


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 we're 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 Jen met through NCT, Shruti is a phenomenal designer. Once we agree on the theme and style of a new collection, she uses Laura’s expert input to create our stunning designs.


Our Head of Customer Happiness, Katie is a ball of joy, with an aim to make our customers as happy as possible with their Etta Loves products and experience. Mums to two little darlings, Katie is the face on the end of hello@ettaloves.com


Sophie is our Brand Manager, who works with Jen to bring the Etta Loves magic to more wonderful stockists around the world. If you'd like to talk to us about becoming a stockist you can email Sophie on sophie@ettaloves.com