It all started with a lost jewel.
When Maria Dueñas Jacobs was the accessories editor for fashion magazines Glamor and ELLE, there was no shortage of pretty gadgets in her home. During her tenure she was surrounded by splendid costumes, of which the young daughter of Dueñas Jacobs was not ignorant. “Super Smalls was inspired by my 5-year-old daughter, Luna, who was very interested in wearing (and sometimes misplacing) my real jewelry and accessories,” she told Toy Book. “I offered to buy her her own children’s toy jewelry but she insisted it was substandard.”
What makes these decorations so decidedly subpar, even for a five-year-old? When people think of accessories from decades past, they think of peeling silver paint on cheap plastic tiaras, rings that look like they came out of a cartoon rather than anything a real woman would wear, and even more suspiciously, colorful kids ‘ Turbid chemical composition.
This was what was on the market when Dunias Jacobs made an offer to his daughter.
“As editors, we are trained to always find the extraordinary and not to stop or take shortcuts, so I accepted the challenge of trying make Something that’s her own – something that has the same wow factor but works for her. Something thoughtful, fun, super shiny that can withstand hours of play,” she said. “I guess you could say that’s a gap in the market – a ‘wow’ for kids.”
Since then, Super Smalls has made a name for itself in the children’s accessories category.
Super Smalls divides its products into categories such as jewelry, toys, gifts, and beauty, with dozens of beautifully designed necklaces, clip-on earrings, and bracelets, mostly priced under $50. It also hawks cosmetics in atypical and kid-friendly ways, such as face gems, nail stickers and day-of-the-week lip balm necklaces. Because of Dueñas Jacobs’ editorial background, all of his products, from goggles to DIY headwear kits, have a distinct undercurrent of luxury.
The brand’s products all seem to strike a balance between unmistakable chic and downright joy: They’re something kids will want to wear, crafted with just enough polish to mimic mom’s jewelry (and inspire her envy). Dueñas Jacobs designed all the accessories with her team. Together they follow trends and actively investigate what no When looking for inspiration, you can also shop at the children’s accessories market.
Designing mom-inspired jewelry and beauty products for little girls without catering to trends as they age can be a tricky proposition, a trend that the industry sometimes encourages. Super Smalls counters this by emphasizing individuality and expression: “We’re very focused on that distinction,” she says. “We encourage pretend play and ensure our products and messaging convey the joy of childhood.” She added: “As a mom of three growing girls, I understand balancing my children’s desire for cosmetics and accessories with my own desire to protect them. The challenge between childhood and the desire to keep their experiences age-appropriate…. This allows children to experiment with beauty and fashion without physical transformation.
Bead kits, one of Super Smalls’ product lines, embody this philosophy. The company now sells 12 different kits, and this summer released the Super Entrepreneur Bead Kit, which not only contains a ton of beads and beading equipment, but also includes materials to introduce kids to marketing and business concepts.
Disney x Super Smalls products include headbands, necklaces and bows. |Source: Super Trumpet
The brand incorporates subtle fandom trends into children’s accessories. |Source: Super Trumpet
Many of Super Smalls’ products come with inspirational messages. |Source: Super Trumpet
Super Smalls’ collaboration with Disney is another eye-catching part of its jewelry portfolio.
“It started with Disney100, with jewelry sets inspired by beloved characters, each with interactive elements like glow-in-the-dark gemstones and spinning pendants.” Subsequent Disney collaborations continued this next-level design process. “The response was incredible and inspired our Inner Strength collection, where embossed pendant necklaces open to reveal affirmations like Moana’s ‘I’m brave’ and Elsa’s ‘I’m unique’ words, and on the other side of the affirmations there is a mirror so children can see themselves and build confidence,” she said.
For five years, Super Smalls has been highlighted by the following publications: Women’s Wear Daily, Forbes, Fashionand new york magazinewhile its merchandise is sold at retailers including Saks Fifth Avenue and Amazon. Much of this success can be attributed to its product marketing, photography and, of course, its iconic yellow packaging, all of which have helped Super Smalls become a must-have children’s accessory. “I want kids to see the yellow box and understand that this area of the store is for them. I want it to be Cartier red, Tiffany blue,” she said.
However, these tastes are usually inherited from mothers or caregivers, and Dueñas Jacobs created them accordingly. “Our commitment to design and packaging is integral because, like everything we create, it is designed [for] Two audiences; designed to delight and amaze children and adults alike.
