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In conversation with Etta Loves

The gorgeous baby in the cover picture is actually Etta, the baby daughter of Jennifer Fuller, the lady behind the children’s brand, Etta Loves.

I had the pleasure of going to secondary school with Jen and though it’s taken a while for our paths to cross again, thanks to instagram and the fact my nose twitches when a brilliant new business idea is launched anywhere under my radar, her company Etta Loves came to my attention.

Here’s my exclusive interview:

What do you actually do?
I’m lucky enough to do two things I really love. I’ve worked in media for the past 15 years and adore my job and colleagues, but whilst on maternity leave this year I launched sensory baby textile brand Etta Loves, after having an idea that I just couldn’t ignore.
What was your first job?
I actually started out as a reconciliations clerk for a stock brokers. It was an eye opener as a naive 18 year old, but I didn’t stay long as was too chatty and was clearly putting people off their sums!
What motivated you to start Etta Loves?
I noticed very early on that Etta was far more interested in my high contrast tops than anything else around her, which got me thinking why isn’t one of the most seen items by babies designed to stimulate them and capture their attention? And why wouldn’t you use medical knowledge of babies’ visual development to make them the best that they could be at doing this? And while you’re at it they should be stylish… Functional, developmental and stylish muslins were what I wanted to create.
What inspires you to get out of bed every day!
Not knowing what the day will bring. With Etta Loves I never know what the day will hold; orders, uplifting feedback or exciting collaboration opportunities.
Can you describe yourself in 3 words?
Driven, silly and kind.
What do you do as a special treat for yourself?
It tends to involve a massage to be honest. I’ve recently got into head massages from a lovely new friend and entrepreneur in Walthamstow. I find it very restorative. Otherwise dinner with friends or my husband to just laugh and celebrate the good bits of life and support each other for the tough bits.
What does the word ‘Style’ mean to you?
I think of style as confidence and having that bounce in your walk. Sometimes I can dress in the latest fashion and feel uncomfortable, which defeats the purpose. Style is timeless and should be the truest definition of yourself, totally unique.
How would you describe your personal style?
It’s so varied depending on my mood and my movements that day. I can feel just as stylish in gym wear as a fabulous dress, it’s about my confidence at that moment.
Who is your idol?
It may sound weird but Sir David Attenborough! He has dedicated his life to what he loves and has remained in awe of the world. His curiousity is admirable as is his kindness.
What’s your life motto?
Always be kind. That and my mantra that there is no such thing as work life balance, just life. This makes a huge difference to the choices I make.
What’s your advice to fellow mompreneurs?
Be kind to yourself, surround yourself with positive people who inspire you and believe in you, and learn from your mistakes but move on, as self doubt is a bitch.
How do you combine the demands of motherhood and successfully maintaining a career.
I’ve certainly not got the answer and have the familiar pangs of guilt on both parts, but I always try to be present in the moment and the task. So if I’m with Etta I’m in 100% singing, chatting or playing but when I’m working I get my head down and motor through. I also have learnt to trust my instincts, which makes life a little more efficient.



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