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It could be easy to label Jen Fuller as another ‘mumpreneur’ who made the most of her maternity leave with the hope of being able to ditch the 9-5. But, dig a little deeper and there is so much more to Jen and to her company Etta Loves than pretty looking muslins.
In actual fact, Jen returned to her job as a managing partner at a media agency and runs Etta Loves in the spaces between. Not that you’d know it was a side hustle. Jen has an inexhaustible energy that is not just impressive but also inspiring; her mantra is ‘There’s no such thing as work/life balance: there’s just life’. She’s not swayed by trends or what’s cool: she’s all about what’s best and with Etta Loves, she might just have found it. Jen has big plans for the brand and, as she grows it, she wants to support the ‘motherhood’ and other women building their own businesses.
The brand is becoming more and more visible amongst the parenting demographic who are blown away by the concept of Etta Loves. Having recognised that the trusty old muslin is one of the most common things in your baby’s eyeline, Jen knew there was an opportunity to do something special. Each muslin pattern is designed to the millimetre, in partnership with an optometrist, to stimulate tiny eyes and help develop vision.
“Sat on my sofa with a heap of mucky muslins by my side, I realised that 4-week old little Etta was staring at my top. It was the first thing I’d noticed her actively trying to focus on and unsurprisingly it was a simple black and white pattern.”
In fact, Jen has discovered that tiny eyes develop so much in the first 5 months that it was necessary for her to develop a separate range for 5 month+ babies with tiny but essential adjustments made to the patterns. Her first collection - Animals - is available now via www.ettaloves.com. Prices range from £19.95-£22.95.
ABOUT ETTA LOVES: Etta Loves is a sensory muslin brand developed by Jen Fuller. Etta Loves muslins are not only practical, super-soft, absorbent 100% cotton, but they have been designed with input from an early years visual expert, to ensure that they stimulate babies' visual and cognitive development. As such the range is split between 0-4 months and 5+ months.
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Etta Loves is a sensory muslin brand developed by Jennifer Fuller and launched in November 2016.
Etta Loves muslins are not only practical, super-soft, absorbent 100% cotton, but they have been designed with input from an early years visual expert, to ensure that they stimulate babies' visual and cognitive development. As such the range is split between 0-4 months and 5+ months.
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