Collections

Super Smalls Is the Perfect By-The-Register Accessory to Stock

CollectionsJun 07, 2021

Super Smalls Is the Perfect By-The-Register Accessory to Stock

From former jewelry editor Maria Dueñas Jacobs, the kids jewelry line has caught the eye of retailers like Anthropologie.

20210607_SuperSmalls-header.jpg
Kids costume jewelry line Super Smalls launched at the end of 2019 and to date has featured 32 products, from jewelry sets to hair accessories and stickers.
New York—With a background in both fashion editorial—most recently as accessories director at Elle magazine—and tech startups—a stint as director of brand development at Stitch Fix—Maria Dueñas Jacobs had a wealth of insight when it came time to launch her own brand. 
 
Her biggest inspiration, however, came from home. She’s the mother to three mini-me daughters (including a set of twins) who gravitated toward her jewelry box of fine jewelry treasures. 
 
“As you can imagine, that can get problematic,” Jacobs said. 
 
So she launched Super Smalls, a kid-appropriate, dress-up box alternative to the real stuff, in late 2019. 
 
The whimsical costume jewelry is inspired by classic gemstone designs, and is meant to be piled on, layered, and mixed-and-matched. 
 
Most importantly, it’s meant to spark play and creativity. 
 
“I love art and high jewelry, but I also love crayons and glue!” Jacobs said. “Our whole family loves crafts and storytelling so I’ve stayed very close to my inner child.”

20210607_SuperSmalls2.jpg
Image courtesy of Super Smalls
 
Since its debut, Super Smalls’ brand of magic and play has proved so popular that Anthropologie recently took notice, stocking a “Mommy and Me” collection with coordinating and matching styles for children and adults.
 
Accessories for kids is where Jacobs’ passion really lies, however, even though Jacobs’ designs resonate with plenty of grown-ups who nab the colorful pieces for themselves. 
 
National Jeweler chatted with the designer and entrepreneur about finding her own accessory niche and what’s next for Super Smalls. 
 
National Jeweler: What kind of lack did you see in the market when it came to children’s accessories?
 
Maria Dueñas Jacobs: My kids love make-believe and dress-up. Whether we buy something or make it ourselves, they love to go the extra mile with decoration. As we searched online for items that looked like mine, I realized the experience and the product were lackluster. 
 
For the kids play jewelry especially, there wasn’t anything thoughtful packaging-wise, or design-wise—it was all clutter. As I started to make pieces for my kids, I kept this standard in mind: Would I wear it or want it myself? It really helped shape the design process and ultimately even yielded things I am now wearing!

20210607_SuperSmalls3.jpg
Image courtesy of Super Smalls

NJ: How important is your under $50 price point?
 
MDJ: It’s a foundational element of [our brand]. Kids should not feel precious about their Super Smalls, they should feel celebrated and liberated, and the products unleash fun and creativity. To do this, we often package our items in groups, like a necklace, earrings, and rings, so you get tons of value and tons of style in one box. 
 
Part of our value proposition from the start has been giving kids that Tiffany and Cartier unboxing experience, but made for them! All of our packaging and design details are deliberate, and the price point is an important basis to help steer the offer. We want to wow both customers—the adult buying the gift and the child receiving it. 

NJ: How often do you introduce new collections?
 
MDJ: We have bi-monthly drops at the moment. We are growing very quickly and we are flush with ideas. 

NJ: Super Smalls has expanded past jewelry to other accessories, like hair clips, gloves, mask chains and now DIY beading kits. What’s next?
 
MDJ: Ah! Exactly, crafts! We are making DIY kits and bead kits to start but we love crafts so there is much in the works! Magic is one of our north stars, we base a lot of the product development around the magic factor, so you will see items like a four leaf clover pressed within a pendant and a potion bottle necklace that come with a booklet on how to mix your own ‘kindness potion’ and ‘courage potion.’

20210607_SuperSmalls4.jpg
Image courtesy of Super Smalls

NJ: Tell me about the Anthropologie collection. Will there be more jewelry for grown-ups in the future?
 
MDJ: It was a really fun exercise to design and think of mom (me!) and how I could wear Super Smalls in a complimentary way with my girls.
 
As an adult, a jewelry lover and collector, I love attaching a sentiment, memory or particular meaning to all the pieces I buy. That was the approach I took when thinking of this collection. 
 
My favorite set in the collaboration is called ‘Lock and Key.’ It is  a set of two pendants, a heart lock engraved with ‘my whole heart’ and a complimenting gold key for the child to wear that ‘holds the key to mom’s heart.’
 
Although this was a very fun and well-received collaboration, we really love focusing on our favorite kind of humans—kids!

NJ: Your branding shows a diverse array of kids and moms. How important is that to your brand ethos?
 
MDJ: We like to say that Super Smalls is for the super side of every kid and “kids at heart.” 
 
We believe magic is for everyone and imagination is for everyone—that’s how we want people to feel when they see and experience Super Smalls. We’re a sparkly, fun, slightly wacky club and everyone is invited! 
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Stock image of container ship in port
Policies & IssuesJul 07, 2025
Higher Tariffs Set to Take Effect Aug. 1, Officials Say

The announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.

David Kellie
MajorsJul 07, 2025
Natural Diamond Council CEO David Kellie To Step Down

Kellie, who joined the organization in 2019, will remain in his role through the end of 2025.

Suspects in Glendale burglary
CrimeJul 07, 2025
7 Suspects Charged in California Jewelry Store Burglary

Police officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Ella Klein Internship
Events & AwardsJul 07, 2025
Applications Open for Ella Klein Internship

The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.

Weekly QuizJul 02, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
GIA iD100® Technology
Supplier BulletinJul 03, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Madison Keys in Brilliant Earth campaign
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New Ambassador

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Muse Nordstrom shop-in-shop
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry Hall

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

Shree Ramkrishna Exports
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-Negative

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.

Stock image of police cars with their lights on
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in Burglaries

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Exterior and entryway of Boucheron’s Los Angeles Flagship
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast Flagship

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

Exterior of Marco Bicego Milan Flagship
MajorsJul 02, 2025
Marco Bicego Opens Milan Flagship

The new location continues the brand’s celebration of its 25th anniversary.

Chrono24 Time Is Our Thing campaign image
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New Campaign

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

Bernadette Mack
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive Director

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Counterfeit Pandora jewelry in bags and boxes
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry Network

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

Cast Issa Rae
MajorsJul 01, 2025
Cast Closes Business, Plans for Relaunch

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

Eve Goldberg, Matthew Denatale, Willie Lopez, Benjamin Goldberg
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship Program

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

Elie Hannoush
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

Claire’s store
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report Says

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Mindi Mond Spike Earrings
TrendsJul 01, 2025
Amanda’s Style File: Red Hot Rubies

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Smart Age Solutions CEO Emmanuel Raheb
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry Sales

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

Morgan Keefe
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education Scholarship

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

The Jewelry Book
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry

“The Jewelry Book” comes out this September.

Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy