Etta Loves: Sensory Magic Backed by Science and Sustainability
At Forget Me Not And Green we’re always on the lookout for brands that combine thoughtful design, innovation, and a genuine commitment to the planet. That’s why we’re proud to stock Etta Loves—a B Corp certified baby brand that’s transforming everyday essentials into tools for early development.
The Founder’s Story: Inspired by a Mother’s Love
Etta Loves was born from a simple but powerful observation by founder Jen Fuller. As she nursed her six-week-old daughter Etta, Jen noticed how mesmerised Etta was by the black and white patterned jumper she was wearing. The plain muslin over her shoulder, meanwhile, went unnoticed. This “lightbulb moment” led Jen to wonder: why not design baby essentials that not only serve a practical purpose but also support babies’ visual and cognitive development in those precious early months?
Science at the Heart of Every Design
Etta Loves partners with experts in infant vision and the University of Sussex’s world-renowned Baby Lab, which specialises in how babies perceive colour and pattern. The Sussex Baby Lab uses eye-tracking, brain imaging, and image analysis to understand how infants interact visually with their environment. This cutting-edge research informs every aspect of Etta Loves’ designs—from the colours chosen (which are tailored to what babies can see at each stage of development) to the scale, shape, and spacing of patterns.
Committed to People and Planet: B Corp Certified
Their commitment includes:
Sustainable Materials: All textile products are made from organic cotton, chosen for its softness and minimal environmental impact.
Ethical Manufacturing: Every piece is produced with care for both people and planet.
Giving Back: Regular donations of their Love Heart muslins and bonding squares to Neonatal Intensive Care Units (NICUs), providing comfort to the most vulnerable babies and their families.
Shop Etta Loves here