Yahoo Lifestyle How Super Smalls' High Fashion-Inspired Jewelry Became a Hit With Kids
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As a former fashion editor and mom of three, it's no surprise that Maria Dueñas Jacobs' discerning eye for design runs in the family. So when her daughter developed an obsession with wearing (and occasionally misplacing) Jacobs' fine jewelry at five years old, she had to come up with a solution. Underwhelmed by the selection of children's jewelry available on the market, she took matters into her own hands by creating a line of high fashion-inspired accessories just for kids.
Five years later, Super Smalls has become an online sensation — most recently landing a coveted spot on Oprah's Favorite Things list for the fourth year in a row. "It’s a huge moment for our team and a chance to share the joy of Super Smalls with even more families," Jacobs says. "It’s a pinch-me milestone, and we couldn’t be prouder!"
Below, we spoke with Jacobs about how her background in fashion spun into Super Smalls, and her mission to inspire self-expression and spark creativity in kids (and kids at heart).
Sparkle and Shine Gemify Sunglasses & Case
Totally Charming Pierced Earring Set
Everyday Sparkle Gem Sticker Book
Super Entrepreneur Bead Kit
Make It Purple Mini Bead Kit
Mom's Makeup Play Kit
What sets Super Smalls apart from other children’s accessories brands on the market?
Super Smalls stands out by bringing high-quality design and thoughtful details to the children’s market, creating accessories that feel elevated while still being playful. We’ve reimagined what kids’ accessories can be — combining luxury-like aesthetics with kid-friendly materials that are made for endless play.
Our mission is to foster creativity and self-expression that keeps kids engaged in the moment. From the designs to the durable construction, everything we create is crafted to put kids front and center. It’s more than just accessories — it’s about celebrating kids in a way that feels fresh and better than the rest.
How did your eye for grown-up designs translate to creating jewelry for children?
Working in fashion taught me to appreciate thoughtful design. When I started Super Smalls, I applied that same eye to kids’ accessories. Just because something is made for children doesn’t mean it should be an afterthought. Kids notice the details and deserve pieces that feel just as special as what adults wear.
The packaging was one of the most exciting parts to design because it’s the first thing kids see — it had to feel celebratory and unmistakably ours, like our version of Cartier red or Tiffany blue. My biggest inspiration came from the way kids light up when they see something that feels like a treat made just for them. I wanted it to feel like opening a present every time.
What are your best-selling pieces?
One of our best-sellers is the Mom’s Makeup Play Kit. It simulates real make up but it's made with clean ingredients and goes on clear, offering kids a playful introduction to beauty. We want to offer kids the joy of exploring makeup in a kid-friendly way that parents can feel good about.
Another favorite is the Super Entrepreneur Bead Kit, packaged in a mini brief case and packed with beads, charms and jewelry displays. It’s designed to let kids get creative while learning the basics of building their own little “business.” It’s a great way for kids to express themselves while picking up a few new skills along the way.
Do you ever wear your own designs?
The Totally Charming Pierced Earring Set is perfect for mixing with my fine jewelry and you can change the dangling charms on the hoop earrings, too! Also, I always wear the Lucky Streak Real 4-Leaf Clover Necklace because it feels like carrying a little good energy with me. They’re the kind of pieces that don’t take themselves too seriously, which is exactly why I love them.
As a mom of three, how do your kids inform your design process?
My kids are my toughest critics and my biggest inspiration. Their growing tastes keep me on my toes — they’re always drawn to things that feel exciting, new and a little extra, which absolutely shapes how I design. More importantly, I want them to stay off screens, be present and find joy in creating. That’s the heart of Super Smalls — products that spark imagination and encourage hands-on play.
What’s next for Super Smalls?
We’re thrilled to be expanding our product line and introducing some new partnerships that will take Super Smalls to the next level. We have doubled down on magic-infused crafts and activities that are a level above what’s out there. We love encouraging mini-creators!
We’re also focusing on reaching more families in new markets and continuing to deliver creative and unique experiences for kids. We’re all about continuing to redefine what kids' play can be. We want to grow our community, keep kids engaged in real fun and build a brand that’s memorable and meaningful for families.
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