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<!DOCTYPE html> <html lang="en-US"> <head> <title data-react-helmet="true">Fashion Forward: How Super Smalls Grew Into Success</title> <meta data-react-helmet="true" http-equiv="X-UA-Compatible" content="IE=edge"/><meta data-react-helmet="true" charset="utf-8"/><meta data-react-helmet="true" name="viewport" content="width=device-width, initial-scale=1"/><meta data-react-helmet="true" name="application-name" content="American Express"/><meta data-react-helmet="true" name="keywords" content="business class, one-amex"/><meta data-react-helmet="true" property="og:title" content="Fashion Forward: How Super Smalls Grew Into Success"/><meta data-react-helmet="true" property="og:description" content="During Member Week, we’re celebrating our Business Card Members like Maria. After a scrappy start, Maria Dueñas Jacobs has created a world of play and creativity for kids with a passion for fashion."/><meta data-react-helmet="true" name="description" content="During Member Week, we’re celebrating our Business Card Members like Maria. After a scrappy start, Maria Dueñas Jacobs has created a world of play and creativity for kids with a passion for fashion."/><meta data-react-helmet="true" property="og:type" content="article"/><meta data-react-helmet="true" property="og:site_name" content="Business Class: Trends and Insights | American Express"/><meta data-react-helmet="true" property="og:locale" content="en_US"/><meta data-react-helmet="true" property="og:url" content="https://www.americanexpress.com/en-us/business/trends-and-insights/articles/fashion-forward-how-super-smalls-grew-into-success/"/><meta data-react-helmet="true" property="og:image" content="https://icm.aexp-static.com/content/dam/contenthub/us/en/ach-images/2023/10/Member_Week_Maria_preview.jpg"/><meta data-react-helmet="true" name="twitter:card" content="summary_large_image"/><meta data-react-helmet="true" name="twitter:site" content="@amexbusiness"/><meta data-react-helmet="true" name="twitter:creator" content="@amexbusiness"/><meta 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data-ssr="true">._featuredHeadingStyles_1n7vr_1{font-size:1rem!important;font-weight:600;line-height:1.375rem}._customLogoStyle_1n7vr_7{max-height:90px}._lgImageWrapper_1n7vr_11{max-height:100px}._customSearchBox_1n7vr_15 input{caret-color:#97999b!important}._customSearch_1n7vr_15{background-color:transparent}._mobilePosition_1n7vr_23{bottom:42px;right:5px}@supports (font:-apple-system-body) and (-webkit-appearance:none){._mobilePosition_1n7vr_23{bottom:40px}}._searchPosition_1n7vr_33{margin-top:-3.5rem}._customSearchBox_1n7vr_15{position:absolute;right:0;top:-5px;z-index:0}._customSearchBox_1n7vr_15 div input{background-color:#f7f8f9;width:300px}@media (min-width:768px) and (max-width:1023px){._customSearchBox_1n7vr_15 div input{width:320px}}@media (min-width:425px) and (max-width:767px){._customSearchBox_1n7vr_15 div input{width:400px}}@media (min-width:321px) and (max-width:424px){._customSearchBox_1n7vr_15 div input{width:350px}}@media (max-width:320px){._customSearchBox_1n7vr_15 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class="margin-1-r-sm-down row"><div id="articleSummary" class="pad-1-l margin-3-tb axp-forum-editorial-container__EditorialHeader__summarySection___fSrf2"><div class="dls-white text-align-center col-md-3 col-sm-5 heading-5 pad-0-t margin-2-b-xl-down axp-forum-editorial-container__EditorialHeader__textOverlayFontOverrides___3jeD_">Summary</div><div class="dls-bright-blue pad-3-r-md-up pad-1-r axp-forum-editorial-container__EditorialHeader__blueUnderline___1KIUu axp-forum-editorial-container__EditorialHeader__summaryText___176Hi"><p><b>During Member Week, we’re celebrating our Business Card Members like Maria</b>. After a scrappy start, Maria Dueñas Jacobs has created a world of play and creativity for kids with a passion for fashion.</p></div></div></div></div></div><div id="editorialBody" class="container pad-t-sm-down pad-0-l" data-bti-module-name="axp-forum-editorial-body"><div class="row"><div class=" axp-forum-editorial-body__editorial__postBodyPadding___2aORD pad-2-lr-sm-down col-xs-12 col-sm-12 col-md-12 "><div id="editorialPostContent" class="axp-forum-editorial-body__editorial__postContent___2LwVN axp-forum-editorial-body__blockquote__postContent___5SNSe editorialContent pad-3-b"><h2 class="display-none"></h2><h3 class="display-none"></h3><h4 class="display-none"></h4><h5 class="display-none"></h5><h6 class="display-none"></h6><ul class="display-none"></ul><ol class="display-none"></ol><p>It was the early 2000s when then-high schooler Maria Dueñas Jacobs would run, arms filled with fashion magazines, into the cafeteria at lunch hour. There, she would pour over copies of <a href="https://www.vogue.com/" target="_blank" title="vogue magazine"><i>Vogue</i></a>, <i><a href="https://www.harpersbazaar.com/" target="_blank" title="Harper's Bazaar magazine">Harper’s Bazaar</a>,</i> and <a href="https://www.elle.com/" target="_blank" title="elle magazine"><i>ELLE</i></a>. She treated the periodicals as textbooks, studying looks and then matching clothing in editorials to the brands in advertisements.</p> <p>She applied to New York City’s <a href="https://www.fitnyc.edu/" target="_blank" title="FIT NYC">Fashion Institute of Technology</a> (FIT), got in, and immediately got to work.</p> <p>“In August of my freshman year, I cold-called the agencies I’d heard of through magazines,” she remembers. “I’d say, ‘I’m Maria and I’m a freelance assistant stylist. I’m available on these days to work.’”</p> <p>She called magazines too and landed internships at <a href="https://www.self.com/" target="_blank" title="SELF magazine"><i>SELF Magazine</i></a> and <i>Vogue</i>. Soon after Dueñas Jacobs graduated from FIT, she was making her way up the editorial ladder at <i><a href="https://www.glamour.com/" target="_blank" title="Galmour magazine">Glamour</a> </i>and <i>ELLE</i> before becoming director of brand development at personal styling company <a href="https://www.stitchfix.com/" target="_blank" title="stitch fix">Stitch Fix</a>.</p> <h2>A Dazzling Conversation</h2> <p>Eventually, her life started changing. Gone were the days of jet setting to far flung locations for glamourous photo shoots. Her life now was fulfilling in a few new ways: she had three daughters. One day, a conversation with her oldest sparked an idea.</p> <p>“My daughter Luna was five at the time, and she loved my jewelry,” she says. “She’d love to look at it and touch it, and I’d explain to her that my jewelry wasn’t for playing with. She told me in her little voice, ‘I’ll stop taking your things if you find me something as pretty as your jewelry.’”</p> <p><img src="https://icm.aexp-static.com/content/dam/contenthub/us/en/ach-images/2023/10/fashion-forward-member-week-inline2.jpg" data-assetref="fashion-forward-member-week-inline2-1696334555465"/></p> <p>To Dueñas Jacobs, this was the equivalent of throwing down the gauntlet. She had a mission. Plus, she had the experience as a longtime fashion editor to find exactly what she was looking for.</p> <p>For the next few days she searched online for kids jewelry. While she found a few things, nothing was up to her taste level. Her goal, she says, was to create a “<a href="https://www.tiffany.com/" target="_blank" title="Tiffany's website">Tiffany's</a> unboxing experience for my five-year-old – made for play.” </p> <h2>The Birth of a Company</h2> <p>Though not a trained designer, Dueñas Jacobs knew what she liked and designed everything for launch on her own. She reached out directly to manufacturers and received many unanswered emails, but eventually found some to help achieve her vision. On November 11, 2019, Dueñas Jacobs launched <a href="https://supersmalls.com/" target="_blank" title="Super Smalls site">Super Smalls</a> with six SKUs. She sold out by Christmas.</p> <p>“I remember thinking, ‘What do I do now?’" she says. “Like so many entrepreneurs, I hadn’t really thought past launch.”</p> <p>Thankfully, her sister was helping her, and they spent the next few months regrouping. In January 2020, they restocked and sold out quickly again. At that point, the pair was doing everything themselves – packing the boxes, designing the jewelry and packaging, and shipping items. Inventory was stacked high in her apartment.</p> <blockquote>Every day is a challenge, but I want to feel the challenges. They aren’t scary to me.</blockquote> <p><b><u><i>—Maria Dueñas Jacobs, founder, Super Smalls</i></u></b></p> <p>When the pandemic hit, Dueñas Jacobs used the first few months to make another game plan. She called her contacts from her magazine days – experts in branding, styling, photography – many of whom were now working freelance – and assembled a team. Not too long later, she got the call from <a href="https://www.oprahdaily.com/life/a41652152/oprahs-favorite-things-2022/" target="_blank" title="Oprah's favorite things list">Oprah’s Favorite Things</a>: Super Smalls had made the list.</p> <p>“I remember getting off the phone and running two blocks away to my sister’s apartment, bursting in her doors and just screaming, ‘We made it!’” she says. “My sister was freaked out, but when she realized what I was talking about, we started jumping up and down together. It was huge validation.”</p> <h2>Super Strategic and Successful Growth</h2> <p>Super Smalls has now been on Oprah’s Favorite Things twice. The company is largely direct-to-consumer, but last year opened up wholesale and now is found at high-end department stores like <a href="https://www.nordstrom.com/" target="_blank" title="Nordstrom site">Nordstrom</a> and <a href="https://www.saksfifthavenue.com/" target="_blank" title="Saks 5th avenue">Saks Fifth Avenue</a>, along with over 150 independent stores and boutiques.</p> <p>“We are growing very strategically. We don’t want to be everywhere, we want to be in the right places with the right partners,” Dueñas Jacobs says, noting the company now has a team of designer and manufacturers around the world that help bring designs to life.</p> <p><img src="https://icm.aexp-static.com/content/dam/contenthub/us/en/ach-images/2023/10/fashion-forward-member-week-inline1.jpg" data-assetref="fashion-forward-member-week-inline1-1696334575703"/></p> <p>Today Super Smalls sells nearly 100 products across jewelry, crafts, dress up, accessories, and more. The space, Dueñas Jacobs has found, is largely untapped and therefore challenges can come around product development. When she decided to make a potion kit, for example, she was told those don’t exist.</p> <p>"I said, ‘I know it doesn’t, that is why we want it to exist,’” she says. “We are approaching the kids' market through a different lens, one of fashion and fine jewelry. If I don’t get a 'no' to start [from product development], I don’t think I’m pushing hard enough. Every day is a challenge, but I want to feel the challenges. They aren’t scary to me.”</p> <h2>Be Different, Passionate, and Scrappy</h2> <p>For budding small business owners, Dueñas Jacobs recommends putting thoughts and ideas on paper first.</p> <p>“It's OK to have competitors, but how will you be different?” she asks. “Dig deep there.”</p> <p>Next, you can ask yourself if you're passionate about what you’re looking to create, she says. For her, Super Smalls aligns perfectly with who she is.</p> <p>“It's about making products that bring joy to children – I’m cool with that, thinking about it all the time,” she says. “Ask yourself if you're OK waking up and thinking about your company, going to bed thinking about your company. If you’re going to do this, it's going to take up a giant part of your life.”</p> <p>Finally, she says business owners can read up and be scrappy. Books like <i><a href="https://www.selfmadeboss.com/" target="_blank" title="self-made boss book">Self-Made Boss</a></i> by Jackie Reses and Lauren Weinberg and <i><a href="https://candace-nelson.com/sweet-success/" target="_blank" title="sweet success book">Sweet Success</a></i> by Candace Nelson can be starting points, she says.</p> <p>“Look up anything you have a question about,” she says. “The internet is amazing. I learned so many things. Try to use all of the tools out there.”</p> <p><i>Photos courtesy Super Smalls and Jeff Holt</i></p></div></div></div></div><p id="publishedDate" class="pad-2-t-md-down pad-0-b margin-1-b axp-forum-editorial-container__EditorialContainer__simpleText___3k46m"><b>Published: </b><span>October 03, 2023</span></p><p id="updatedDate" class="pad-0-b margin-2-b axp-forum-editorial-container__EditorialContainer__simpleText___3k46m"><b>Updated: </b><span>October 01, 2024</span></p><div class="container"><div class="col-xs-12 col-sm-12 col-md-8 col-md-offset-2 margin-2-t text-align-right undefined axp-forum-editorial-container__EditorialContainer__removeOffset___3nG6_"><div class="axp-forum-social-share-tools__ForumSocialShareTools__btiShareTools___3vRql " data-bti-module-name="axp-forum-social-share-tools"><div role="button" tabindex="0" class="SocialMediaShareButton SocialMediaShareButton--twitter axp-forum-social-share-tools__ForumSocialShareTools__shareButton___3uPL4"><img alt="Twitter Icon" 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After a scrappy start, Maria Dueñas Jacobs has created a world of play and creativity for kids with a passion for fashion.</p>"}</script><script data-react-helmet="true" type="application/ld+json">{"@context":"http://schema.org","@type":"Article","mainEntityOfPage":{"@type":"WebPage","@id":"https://www.americanexpress.com/en-us/business/trends-and-insights/articles/fashion-forward-how-super-smalls-grew-into-success/"},"headline":"Fashion Forward: How Super Smalls Grew Into Success","articleSection":["Getting Customers","Digital Tools","Customer Relations","E-Commerce"],"description":"During Member Week, we’re celebrating our Business Card Members like Maria. After a scrappy start, Maria Dueñas Jacobs has created a world of play and creativity for kids with a passion for fashion.","image":{"@type":"ImageObject","url":"https://icm.aexp-static.com/content/dam/contenthub/us/en/ach-images/2023/10/fashion-forward-member-week-header-v2.jpg"},"datePublished":"2023-10-03T08:04:21-04:00","dateModified":"2024-10-01T14:42:35-04:00","keywords":[],"author":{"@type":"Person","name":" Katie Morell | American Express Business Class Freelance Contributor"},"publisher":{"@type":"Organization","name":"American Express","logo":{"@type":"ImageObject ","url":"https://icm.aexp-static.com/content/dam/contenthub/us/en/images/design-elements/AXP_BlueBoxLogo.jpg"}},"articleBody":"It was the early 2000s when then-high schooler Maria Dueñas Jacobs would run, arms filled with fashion magazines, into the cafeteria at lunch hour. There, she would pour over copies of Vogue, Harper’s Bazaar, and ELLE. She treated the periodicals as textbooks, studying looks and then matching clothing in editorials to the brands in advertisements.\nShe applied to New York City’s Fashion Institute of Technology (FIT), got in, and immediately got to work.\n“In August of my freshman year, I cold-called the agencies I’d heard of through magazines,” she remembers. “I’d say, ‘I’m Maria and I’m a freelance assistant stylist. I’m available on these days to work.’”\nShe called magazines too and landed internships at SELF Magazine and Vogue. Soon after Dueñas Jacobs graduated from FIT, she was making her way up the editorial ladder at Glamour and ELLE before becoming director of brand development at personal styling company Stitch Fix.\nA Dazzling Conversation\nEventually, her life started changing. Gone were the days of jet setting to far flung locations for glamourous photo shoots. Her life now was fulfilling in a few new ways: she had three daughters. One day, a conversation with her oldest sparked an idea.\n“My daughter Luna was five at the time, and she loved my jewelry,” she says. “She’d love to look at it and touch it, and I’d explain to her that my jewelry wasn’t for playing with. She told me in her little voice, ‘I’ll stop taking your things if you find me something as pretty as your jewelry.’”\n\nTo Dueñas Jacobs, this was the equivalent of throwing down the gauntlet. She had a mission. Plus, she had the experience as a longtime fashion editor to find exactly what she was looking for.\nFor the next few days she searched online for kids jewelry. While she found a few things, nothing was up to her taste level. Her goal, she says, was to create a “Tiffany's unboxing experience for my five-year-old – made for play.” \nThe Birth of a Company\nThough not a trained designer, Dueñas Jacobs knew what she liked and designed everything for launch on her own. She reached out directly to manufacturers and received many unanswered emails, but eventually found some to help achieve her vision. On November 11, 2019, Dueñas Jacobs launched Super Smalls with six SKUs. She sold out by Christmas.\n“I remember thinking, ‘What do I do now?’\" she says. “Like so many entrepreneurs, I hadn’t really thought past launch.”\nThankfully, her sister was helping her, and they spent the next few months regrouping. In January 2020, they restocked and sold out quickly again. At that point, the pair was doing everything themselves – packing the boxes, designing the jewelry and packaging, and shipping items. Inventory was stacked high in her apartment.\nEvery day is a challenge, but I want to feel the challenges. They aren’t scary to me.\n—Maria Dueñas Jacobs, founder, Super Smalls\nWhen the pandemic hit, Dueñas Jacobs used the first few months to make another game plan. She called her contacts from her magazine days – experts in branding, styling, photography – many of whom were now working freelance – and assembled a team. Not too long later, she got the call from Oprah’s Favorite Things: Super Smalls had made the list.\n“I remember getting off the phone and running two blocks away to my sister’s apartment, bursting in her doors and just screaming, ‘We made it!’” she says. “My sister was freaked out, but when she realized what I was talking about, we started jumping up and down together. It was huge validation.”\nSuper Strategic and Successful Growth\nSuper Smalls has now been on Oprah’s Favorite Things twice. The company is largely direct-to-consumer, but last year opened up wholesale and now is found at high-end department stores like Nordstrom and Saks Fifth Avenue, along with over 150 independent stores and boutiques.\n“We are growing very strategically. We don’t want to be everywhere, we want to be in the right places with the right partners,” Dueñas Jacobs says, noting the company now has a team of designer and manufacturers around the world that help bring designs to life.\n\nToday Super Smalls sells nearly 100 products across jewelry, crafts, dress up, accessories, and more. The space, Dueñas Jacobs has found, is largely untapped and therefore challenges can come around product development. When she decided to make a potion kit, for example, she was told those don’t exist.\n\"I said, ‘I know it doesn’t, that is why we want it to exist,’” she says. “We are approaching the kids' market through a different lens, one of fashion and fine jewelry. If I don’t get a 'no' to start [from product development], I don’t think I’m pushing hard enough. Every day is a challenge, but I want to feel the challenges. They aren’t scary to me.”\nBe Different, Passionate, and Scrappy\nFor budding small business owners, Dueñas Jacobs recommends putting thoughts and ideas on paper first.\n“It's OK to have competitors, but how will you be different?” she asks. “Dig deep there.”\nNext, you can ask yourself if you're passionate about what you’re looking to create, she says. For her, Super Smalls aligns perfectly with who she is.\n“It's about making products that bring joy to children – I’m cool with that, thinking about it all the time,” she says. “Ask yourself if you're OK waking up and thinking about your company, going to bed thinking about your company. If you’re going to do this, it's going to take up a giant part of your life.”\nFinally, she says business owners can read up and be scrappy. Books like Self-Made Boss by Jackie Reses and Lauren Weinberg and Sweet Success by Candace Nelson can be starting points, she says.\n“Look up anything you have a question about,” she says. “The internet is amazing. I learned so many things. Try to use all of the tools out there.”\nPhotos courtesy Super Smalls and Jeff Holt"}</script> <script type="text/javascript" nonce="f693278a2db1c68730209c3727478575" src="/9sFGl7/ZJB/3Z1/qTYZcg/GuitzQph4XmX/FAxyGwE/TWhj/PAM3AxQ"></script></body> </html>