Our Story

We are a brand with two hearts; Katherine & Arky.

Katherine works as a newborn photographer in Adelaide, Australia from her natural-light home studio. Her style revolves around remaining true to the baby and creating photographs as natural as possible. To achieve this, she uses a neutral palette and focuses heavily on interaction, connection and story telling. Her love of this style bred a desire to create a product for her clients which would transcend the studio and be used in everyday life.

Arky has a great appreciation for high quality, well made products, as well as providing customers with an enjoyable and lasting experience from purchase, to arrival and after. It is his belief that products that are aesthetically pleasing, but without purpose and quality behind them, ultimately lead to a cycle of clutter, waste and regret after purchasing. 

On a recent trip to Japan, both fell in love with the simplicity of Japanese style. When the design process began, the first non negotiable was clean, minimalist designs that can be interchanged and used time and time again. With these philosophies in mind, the Etta continued to developed naturally. Our aim is to bring our mutual love of beautiful, high quality products together with a purpose. 

Finally, it didn't take us long to decide that as a company we would love to donate a portion of our profits to a cause we were passionate about. You can read more about that here.