About Etta J

Built by a competition mom who's had one too many crazy pre-performance moments.

If you’ve ever been digging through your bag right before performance time, searching for accessories while your kid is subconsciously copping an attitude because of nerves, you know the feeling. And if one more person asks you for that one missing item that’s buried somewhere in your bag… you just might lose it. 😂

After years of living those mornings, and telling myself, “One day my kid will get organizedI” I finally realized I needed a better system. So I created one.

The Elite Performance Hair Kit keeps your hair essentials together, organized, and ready, so you can spend less time searching and more time supporting your kid, who's probably blaming you for the wind blowing the wrong direction 😅.  

Moments before a performance should be about encouragement and calming your kiddos nerves,  not searching for a missing bobby pin.

— Nichole Hawkins

Founder, Etta J

 

The Women Behind Etta J

Etta Jane Hawkins

Etta J is named in honor of my two grandmothers, both named Etta J. Though they came from different sides of my family, they shared the same strength, resilience, and unwavering love for those around them. Their influence continues to inspire everything this brand stands for.

A Legacy of Love and Strength

Etta Joyce Hawkins

Their examples taught me the value of preparation, perseverance, and showing up for the people you love. Etta J was created to help families feel prepared and confident on competition day, while honoring those whose legacy made it possible.

 

Our Mission

At Etta J, we believe confidence starts with being prepared

We create kits that help performers, athlete, and family  spend less time searching, and more time enjoying the moments that matter.  

Stay Ready. Period.