Etta Loves - The Science Behind The Brand!

Earlier this month we launched a new brand, Etta Loves, on The Nursery Edit...which you guys are already showing lots of love for! We know you all might not have discovered the brand yet and wanted to introduce you to their products. 

Etta Loves at The Nursery Edit - Baby sensory muslins

The brand is run by Jen (Etta's Mum) and was imagined when she realised baby Etta was staring at her black and white top when she was just a few weeks old. The idea was born to create a range of muslins which were specifically designed with early years experts to aid babies' visual and cognitive development. 

Etta Loves at The Nursery Edit - Baby sensory muslins

Not only are the muslins stylish they have been designed to the millimetre with orthoptists and designers to ensure maximum impact! This is also why you'll notice they have advisory age ranges with them, although that doesn't mean they can't be used by other babies too. 

We've already had a great reaction to the brand and some lovely customer comments. The muslins are extra large, super soft and can be used for swaddling, burping, as a blanket, play mat or feeding cover. Available in 2 patterns, Monochrome Starfish and Leopard Print. 

Etta Loves at The Nursery Edit - Baby sensory muslins

To read more about the science behind your babies' developing eyesight we've included some handy information from Etta Loves below. Enjoy!


At birth, an infant’s vision is very limited as their visual system is not fully developed. Over the first few days and weeks of life vision improves steadily and infants will be able to see high contrast patterns in black and white.

Very young infants do not see in colour because the cells in the retina which detect colour have not yet fully developed. Their main focus will be on objects 8-10 inches from their face - which is happily the approximate distance from their face to your face when you are interacting with them.

By around 6-8 weeks of age babies can focus on your face more easily, and that is when you might notice that gorgeous first smile being returned right back to you.

During the first few months the brain is working out how to work the eyes together as a pair and vision starts to improve quickly. At this stage babies will start to learn how to track objects and will start to reach out for things that they find interesting.  

It is generally thought that by the age of 5-6 months children have much better colour vision, although at this stage it is still thought to be not as sensitive as that of an adults. Children of this age will mostly be attracted to bright, strong primary colours.

Vision continues to improve steadily through the first 12 months and beyond into toddlerhood. It is possible to assess vision in infants, babies and preverbal children and any concerns about your child’s vision should be discussed with your GP.


Shop the Etta Loves collection here. 

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