Etta Loves is not your average baby brand, its products feature prints that support babies’ visual and cognitive development. CWB meets founder Jen Fuller to learn more about the science behind her sensory baby textile company.

 

Laura Turner: What motivated Etta Loves’ creation?

Jen Fuller: I launched Etta Loves in late 2016, inspired by my daughter Etta and her love of a particular jumper of mine. She was around six weeks old when I first noticed her staring intently at the jumper’s black and white pattern whilst I was feeding her, ignoring the plain muslin flung over my shoulder.

I was fascinated by what she could and couldn’t see. So, I set out to understand how I could recreate the magic on her face by turning omnipresent baby items into sensory essentials. My background is in the advertising industry, so whilst I had no experience in product development or retail, I felt comfortable that I could spot a good idea and knew the fundamentals of building a brand.

LT: Can you explain the science behind Etta Loves and how it is translated into prints, colours and products?

JF: The concept is totally unique in that we use very precise measurements provided by Laura, our consultant orthoptist (eye specialist), of what babies at a certain age can and can’t see. For example, we’ll take the average minimum line thickness a newborn will be able to see, as well as the average that a four-month-old will be able to see, and build this into the range of scales that appear in one of our 0 to 4-month patterns.

We also discuss other parameters such as colour detection by age, the shapes that babies show a preference for, plus much more, all of which forms the most critical part of the design brief. The result is that all of our products not only stimulate babies but also mesmerise them, providing well needed moments of calm for their parents and carers.

 

 

LT: Who designs Etta Loves?

JF: It’s a combination of myself, Laura and my dear friend Shruti, whom I met at NCT when pregnant with Etta. Shruti is an incredibly talented designer who has been with me on the journey since the inception of the idea. I’ll brief her on the concept that I want to bring to life through a combination of mood boards and the science part from Laura, then Shruti will come back with initial designs.

As you can imagine there is a period of refinement, checking that the science works with the overall look we’re trying to achieve – a process which sometimes means that it’s back to the drawing board. It’s very important that Etta Loves is rooted in science but also remains design-led, stylish and unisex.

LT: What does the collection comprise product-wise?

JF: I launched the brand with a muslin square collection as it really represents the ultimate portable sensory experience. However, we have since launched washcloths and a reversible playmat.

LT: Are your products organic?

JF: Our playmat is organic cotton and our muslins are 100% bamboo. Responsible sourcing is a big commitment of mine and I’m currently working with a company to decrease our environmental footprint.

LT: Do you have any new products in the pipeline?

JF: I am incredibly excited about the next wave of new products for a/w 19. They include comforters, teethers and a knitted blanket as well as new nursery décor. Once they have launched I hope that we will be seen as more of a lifestyle brand.

LT: Etta Loves has a very active and honest social media and blog. Has this investment in communication played an important role in building your brand?

JF: Authenticity is one of the pillars of Etta Loves. I realised early on that people buy people as much as they buy a brilliant idea. It’s vital that my customers can connect with me and feel part of the Etta Loves journey, too.

Because I am effectively the voice and face of the brand – aside from little Etta, of course – I can’t imagine not putting a personal stamp on it. The balance can be tricky, however. Whilst it’s important that I don’t add too much polish to the everyday realities of running a business whilst parenting my girls, the brand needs to look and act professionally. Social media and my website’s blog provide platforms to do both.

 

 

LT: You recently hosted a talk about Etta Loves at the Natural Baby Shower store. Is public speaking something you plan to do more of?

JF: Absolutely. I thoroughly enjoyed being able to talk to people about the business and the science of babies’ visual development. I also have several panel events on the horizon and I’m a guest on a few podcasts. Opportunities are starting to come my way.

I know how important it is for me to have these platforms in order to explain the uniqueness of our brand and how it can help mums and dads find some calm in their day. I also love nothing more than talking to people about life and motherhood. It’s certainly something I’d like to make a bigger part of my business.

LT: Can you tell me about Etta Loves’ recent collaboration with Cowshed?

JF: It was an honour to be asked to collaborate with such an iconic British brand. We designed an exclusive bubble print muslin inspired by bathtime. We scaled it to complement the average age babies start having bubbles in their bath, so from two months. It sits in a gift box alongside Cowshed’s organic frothy hair and body wash, which rather helpfully was the one product I’ve religiously used on my daughter, Uma, from a few months old. It really does make the perfect gift and has been selling well since launching in April.

LT: Would you like to do more collaborations?

JF: Yes, definitely. I see them as a wonderful opportunity to work with brands who share an audience and ethos with Etta Loves. I’m currently in talks with a clothing brand and a food brand for potential 2020 collaborations.

I love working with similarly sized businesses to mine to support each other’s goals and create genuinely beautiful, useful and clever products. I have a few more of these agile, targeted collaborations in the pipeline, too.

 

 

LT: What is your wholesale strategy?

JF: We are very much pushing our wholesale contacts. We want more parents to be able to benefit from the brand and more retailers to see the magic of Etta Loves, too. I have recently taken a new partner on board, Samia Khan, who is no stranger to the baby industry. Her contacts are helping us to have progressive conversations.

LT: What are your plans for the business?

JF: In the short term it’s about building some real momentum through the new product launches and using them to reach both new consumers and new retailers. Longer term we will be focussing on developing unique products in more categories – alongside the right collaborations – to help more parents and carers benefit from the calm that sensory stimulation brings.

Ultimately, I’m working towards Etta Loves being regarded as the ultimate lifestyle brand for babies, loved by parents and retailers alike.