Etta Loves

In the first weeks, your baby is naturally drawn to high-contrast patterns like black and white, which help capture their attention and support early visual development. With this in mind, Etta Loves' designs turn everyday baby items, starting with muslins, into engaging tools for little eyes. Created with guidance from infant vision experts, they encourage focus, curiosity, and calmer moments for both you and your baby.

Etta Loves is built on a simple but genuinely clever idea: that the everyday items you already use with your newborn can do more. Working with infant vision experts, the brand designs high-contrast black-and-white patterns — scientifically shown to capture a newborn's attention in their earliest weeks — and applies them to muslins, toys, and other daily essentials. The result is a range that pulls double duty. A muslin isn't just for feeding or swaddling; with an Etta Loves design, it becomes something your baby actively focuses on, supporting early visual development while keeping them engaged and calm. It's a thoughtful approach that makes the brand a particularly popular choice for new baby gifts — useful from day one, and unlike anything else on the market. Free UK delivery on all orders over £40.