Etta Loves
Etta Loves was born from a lightbulb moment during a 6-week feeding session — when their founder noticed her daughter Etta staring intently at a black and white jumper, feeding longer and calmer as a result. Fascinated by what babies can actually see, she worked with infant vision experts to turn everyday baby items into sensory essentials backed by science.
From muslins to toys, every Etta Loves product is designed to provide the optimum visual experience for developing eyes — creating wonder and focus for babies, and calmer moments for parents. These aren't gimmicks. They're genuinely helpful tools rooted in how infant vision actually works. Buy now from For The Creators.
FAQ's
Does Etta Loves ever have sales or discount codes?
From time to time we reduce stock on selected Etta Loves products. New customers can always use code WELCOME10 for £10 off, and maternity clothes members receive their membership discount on all Etta Loves purchases.
Why are Etta Loves toys black and white?
Newborns can only see high-contrast patterns clearly in their first few months. Etta Loves works with infant vision experts to create black and white designs optimised for developing eyes, helping babies focus and engage.
Are Etta Loves sensory toys suitable from birth?
Yes. Etta Loves products are specifically designed for newborns and young babies, using science-backed visual patterns that align with infant vision development from birth onwards.
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Your exclusive maternity rental membership. Choose 4 or 6 pieces at a time, swap as often as you'd like, and return when you're ready. Flexibility for every stage.