Maria Dueñas Jacobs has a remarkable story of reinvention and inspiration, evolving from a seasoned editorial expert into the visionary founder of Super Smalls, a kids’ accessories brand that champions creativity and play.
Jacobs’s love for details and storytelling began during her tenure as an accessories editor at Glamour and Elle. “Those years were about discovering brands, curating stories, and celebrating creativity,” Jacobs reflects. “It was a dream job for someone obsessed with the small things that pull everything together.”
Her transition into the tech world at Stitch Fix further expanded her horizons. “It was a completely different but equally thrilling experience,” she says. “Being part of a company that went public gave me invaluable insights into scaling a business.”
In 2019, Jacobs took the leap to entrepreneurship, launching Super Smalls. Inspired by her three daughters— “they’re my unofficial co-founders,” she laughs— the brand was born out of a desire to give kids access to high-quality, imaginative accessories. “Super Smalls is about creating products that spark joy and creativity for both kids and parents,” she shares, explaining that her own brood continues to influence the brand. “Their evolving tastes push me to think outside the box. They love bold, fun, and over-the-top designs, which shape everything I create.”
Jacobs credits her parents as her greatest mentors and teachers, shaping her approach to creativity and resilience. “My mom is an artist, and my dad is an entrepreneur,” she shares. “I see them both as alchemists in their own unique ways—transforming ideas and visions into reality. They’ve shown me the power of creating something from nothing, and that’s a lesson I carry with me as I continue to grow.”
Beyond her parents, Jacobs reflects on the inspiring women she’s encountered throughout her career. She highlighted her first boss, Xanthipi Joannides at Glamour, who “taught me the value of leading with heart, kindness, and calm—qualities I strive to embody every day,” and noted how designers and women founders have also inspired her with their ability to build something remarkable from the ground up.
Super Smalls isn’t just about accessories—it’s a vehicle for real-world play. “We’ve introduced beading kits and even an entrepreneur kit to empower kids to create and explore their potential,” Jacobs explains. “It’s all about sparking imagination and encouraging hands-on creativity.”
Jacobs’s approach to life and business blends preparation with adaptability. “Some of the best opportunities have come from unexpected moments,” she notes. “Being ready to embrace those moments is what transforms them into something meaningful.”
This mindset carried her from the spark of an idea to the execution of Super Smalls. “It started with research, conversations with parents, and seeking advice,” she recalls. “Bit by bit, the pieces came together, and Super Smalls became a reality.”
The future of Super Smalls is as bright as its bejeweled designs. “We’re expanding our product range, diving deeper into crafts, and launching partnerships that elevate our brand,” Jacobs shares. “Our goal is to inspire kids to step away from screens and engage in creative play. We want to grow our community and keep pushing the boundaries of what play can look like.” For Jacobs, the journey is just as important as the destination. “At the heart of it all is joy, creativity, and connection,” she says.
