Maria Duenas Jacobs launches Super Smalls children's accessories brand

By

Gabriella Lacombe

Published
Dec 4, 2019

Maria Duenas Jacobs, former Elle accessories director, has founded a new brand dedicated to children's accessories. 

Dubbed 'Super Smalls', Jacobs got the idea for her brand when she noticed that “no matter how many beads and kid's jewelry she gave her three girls, they were always trying to take hers,” according to a brand representative.

Featuring a range of sparkling pieces that take notes from adult fine jewelry, the brand offers eight sets of mini jewelry boxes and single items, including earrings, rings, bracelets and shoelace charms. Prices range from $21 to $39. 

The jewelry is available via Super Smalls' newly launched e-commerce platform, as well as through select retail partners including Ever After, JetBlack and Maisonette -- a children’s retailer with a similar editorial background to Super Smalls, having been founded by two former Vogue employees in 2016.

The launch comes as the market for children’s apparel and accessories continues to grow. The market is expected to reach $321.6 billion by 2024, according to data from Global Industry Analysts, a market research firm based in California.