Etta Loves

I love small business Saturday for the fact that my feed fills up with pictures and words about the people who put every ounce of their being into their business. Whether a side hustle or a full time thing, we dare to dream about what it could be, how it might one day sustain us financially whilst continuing to fulfil us creatively. Running a business is tough as it's the ultimate test of your self belief, your resilience and of skills that you absolutely don't have at the be...ginning (I'm looking at you accountancy...) For me it was an idea that I couldn't ignore, even though I wasn't looking for something to start. And because I believed so much in the idea I went for it. And I continue to reach for those far far away stars because of you all. You're the fuel in my rocket and every sale, comment, share, email or mention to your friends gets me one mile closer. So thank you and let's continue to support small whenever we can. Happy SBS everyone. Jen 🖤
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Lovely lovely leopard. A perennial favourite. Ooh and something new and exciting is coming to join our big cat family...
Sign up to our newsletter to be the first to know. ROAR.

A box full of magic. Our sensory playmat makes the perfect gift for the little lovely in your life. Providing super duper stimulation for their developing eyes so you can scoff mince pies, get some wrapping done or just lay back and watch the magic.
#Sensoryplay #SensoryPlayMat #Tummytime #sensorymagic #loveandscience #sensorystimulation #sensorystimulationfortinyeyes #ettaloves

Twins rock anyway, but twins who are also sensory superheros?! Rock on!!

Oh my heart. Siblings rock.
Congratulations @sianlouisegardner what a wonderful brood you have 🖤

I no longer dread tummy time thanks to our playmat. Uma's got so much stronger and more confident at rolling so I don't mind those ten or twenty minutes every day whereas before I really wasn't a fan....
So if your little bubs needs a bit of encouragement and you want a slightly calmer life take a peek 👀
Free washcloth with every playmat until tonight.
... #ettaloves #sensoryessentials #sensorystimulation #cleverandstunning #loveandscience #playmat #tummytime
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OK so totally missed #smallbusinesssaturday as I was having a rare night away with a bunch of amazing women. Typically I didn't sleep well but both my girls did... Sods law eh! Repeat performance please girls.
Anyway, I digress, a gorgeous sensory washcloth from any one of our three collections is all yours for nada, zilch, not a sausage when you buy one of our amazing sensory playmats. It's my way of saying thank you for being there and supporting me on this crazy journey.

Just gonna leave little Reggie here...
📷 @mrshhayward love ya

Don't blink. Concentrate... concentrate. Don't go off list. Stick to the list. But it's so shiny.... Snap out of it. Ooh another discount. Must. Stay. Focused. Oh balls, bought it anyway.
#blackfriday #breakthebank #badatspending #staringbaby #ettaloves #sensoryessentials #sensoryplaymat
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Still a total fave of yours and mine. Is it the beautiful illustration? Perhaps the super soft bamboo, or the fact that we've all inhaled a bit of dandelion by mistake... Or maybe it's because we can see how much our babies love the pattern and all we want is a happy, content baby.
Available now as part of our black and white Friday deal.
#ettaloves #sensorybabymuslins #sensorystimulation #babydevelopment #babymuslins #perfectbaby #newmum #perfectgift #babyessentials #babysfirstchristmas #loveandscience

This little lovely showing how it's done at one week old and her first day of real alertness.
Our patterns can grab their attention from birth so don't wait to find out how magical they are.
Thank you @chloemountifield she's the perfect little lady x

FREE HAPPY BATHTIME
As I'm sure you know it's tough for small indies to offer deep discounts due to our higher costs for pretty much everything (damn you economies of scale). But as a little thank you, we're offering a free washcloth with any playmat order, or with any order of three sets of muslins.
For the playmat order simply pop the playmat and your washcloth of choice in your basket and it will automatically make the washcloth free, whilst for the multi-muslin offer pop ...everything (including the washcloth) in your basket and use the code BOOM.
It's my way of saying 'thank you for all your support', 'please keep shopping small' and 'have a happy bathtime on me' 🖤
Jen xx

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The magic in action. Calm contented baby from our beautiful, 100% bamboo muslins.

Not me, unfortunately, but our products.
Every pattern we use is designed to the millimetre alongside an Orthoptist, Laura, in line with what babies can and can't see at various stages of their eye development, to deliver maximum stimulation.
What that all means is that every product we make not only delivers style, quality and functionality but also sensory stimulation. The result is staring babies who are mesmerised by the patterns - in turn giving you a moment of respite ...to use for a genuinely hot drink, a long shower or anything that requires five minutes or two hands. Clever and stunning eh..
#ettaloves #sensoryplay #sensorystimulation #playmat #babymuslin #cleverandstunning #sensorymuslins #orthoptist
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I'm going to miss our little bellyband but as I grow this business I need something that you all get really excited to receive and open, and it's also important that our packaging sits more easily on shelf for my lovely stockists. Watch this space, exciting things are happening 🖤

Tummy time toes on our reversible sensory playmat.
Super gorgeous animal prints specifically designed in line with your baby's developing vision.
I've just turned ours over as Uma is approaching 5 months and she's really loving the leopard print. It's making her far calmer about tummy time than she was pre playmat. So that's more hot cuppas for me and stronger stoulders and arms for her. Boom.
... #ettaloves #SensoryPlayMat #sensoryplay #cleverpatterns #cleverandstunning #loveandscience #sensoryessentials #cleverbrand #babybrand #tummytime #babytummytime
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DARKNESS AND LIGHT. I posted a colour version of this snap of little Etta earlier today, but as the day got progressively harder and harder it felt wrong to leave it there - all sunshine and blue skys and us frolicking around on our family hols.
You see today has been one of those days where I've loved Etta with all my heart and also not liked her one bit. What started out as whinging and whining quickly escalated into the biggest tantrum I've ever known. I'm talking throwing... herself at walls, retching from crying so hard and refusing to take the easy route which was to calm down and realise there really was nothing to cry about. But toddlers aren't rational or logical. They don't listen very well and they feel such intense emotions that it makes it near impossible to calm them down before they're ready, and that sucks.
I sat inside listening to Chris very calmly trying to reason with her, without success, whilst I fed a smiling Uma inside. By the time Etta had calmed down she came in to find me in tears wondering what I'd done wrong to have created this occasional monster. The answer I'm sure is nothing, but hearing her so distressed can't help but test every bit of your patience and even bring your parenting skills and general ability to get through this in one piece into question.
So to summarise... we had a lovely few hours at the beach and then the day turned a bit shitty. I adore them both and know how lucky I am to have my girls, but I also think it's important to be honest about how hard it can be.
Over and out, I need red wine and a run at the dessert buffet 🖤
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My shadow, my Etta.

So I've decide to go easy on developing new prints, instead focusing on designing and developing new products using our existing prints. It's one of those decisions which is based on gut instinct rather than anything else, which is most things when you run a small business on your own. Anyway, I hope its the right thing to do...

We LOVE our muslins. My week old daughter is already in awe of all the patterns. (We have the plants, XL star fish and XL flowers which we just use for swaddling until she is old enough) Looking forward to the new seaside range to complete her collection.

Received as a present for my baby girl, I love them. The sensory aspect is such a good idea. Will keep them in mind for future gifts.

Just received a fabulous set of these sensory muslins for our new born, they are brilliant quality and a fantastic idea for baby's development! Would highly recommend!

I have the original black and white set and the XL brightly-coloured leopard muslin and all of them are the best quality muslins I own - they have been washed and washed and washed and the pattern is still perfect and they’re still lovely and soft. I recommend them any mum - so stylish!!!

Great muslins at affordable prices, would recommend them to anyone with a baby :)

Gorgeous swaddles and literally the softest ones we’ve ever come across! We love them so much that they are the only ones we use xxx

Etta clearly has good taste as I love these muslins too.



No skimping on fabric here, they are big enough to serve any of the 101 purposes people with small children use muslins for, including but not limited to wiping up unmentionable things, using as an impromptu bib or sunshade, stuffing down the back of highchairs to give extra support and protecting jeans from sticky little fingers. They're also so stylish that I've been known to use one as a scarf.



As well as all that they really are fascinating to little ones. My little boy loves to stare at and try to touch the patterns, and they definitely add an extra frisson to a game of peekaboo. Will definitely be picking up some more to give to new parents I know, and I can't wait for the new patterns and even bigger sizes.



Thanks Etta Loves!

Can't believe it's been a year since I bought a set of these beautiful muslins for my sister in law. She absolutely loved them! My twins are due in January so I will definitely be ordering the new prints for them. Great product and wonderful service!

Beautiful sensory muslins which my son (who was 4 months old when I bought them) was mesmerised by. What lovely customer service too 😊

Beautiful muslins. So nice to have a design that isn't multi coloured animal drawings for kids. My little one enjoys gazing at the sensory black and white patterns. And I like the lovely soft cotton and good absorbency.

Beautiful fabric and designs...I have just purchased a large sensory muslin for my baby and one as a new baby gift...such a lovely present and excellent service x

Beautiful designs, excellent idea too!

I’ve bought several muslins for myself and friends. My go to new baby gift. Service is first class too.