What kid doesn’t love a little shimmer and shine!?! My girls love playing with jewels, particularly my expensive pieces that I don’t necessarily want them running around with. They always ask for clip on earrings when they wear fancy dresses, and their go-to shoes are most definitely their mary-janes that sparkle. I hate to tell them they can’t play with something, but they don’t quite understand how fragile real jewelry is. Luckily, a good friend of mine, Maria Duenas is making the most beautiful costume jewelry for our kids, that looks identical to the real thing! It is appropriately named Super Smalls to reflect the inception story of how her own daughter wanted to be able to wear beautiful pieces similar to Maria’s personal collection. The idea behind the brand was inspired by the “super” innovative and creative ideas of her “smalls!” I mean, who better than the former Elle accessories editor to be the pioneer of such a stylish and desirable product!?! I might be stealing some pieces from my girl’s jewelry boxes now, particularly my childhood favorite, the mood ring(new and improved!) I can’t wait to get all of her sparkly jewelry kits; they are the perfect holiday gifts!
How did you get your start and what was your initial inspiration?
I’ve worked in editorial and fashion for over 15 years. I got my start as an intern for fashion brands and magazines when I was still in school and had the good fortune of meeting incredible people all along the way. As I grew in my career, I also began to expand my interests, and all of the wonderful exposure I got from work really informed my ambitions and decision making. Having children only added to that sense of wonder and dreaming that has always been my driving force. It was natural for me to share my interests with my kids, but some of those interests weren’t naturally child friendly. I like the idea of giving kids tools and opportunities to play and pretend and let their imagination lead the way.
What do you feel differentiates you from others in your field?
When I began creating Super Smalls my intention was simply to make things that lead to creative play and ultimately, more fun. It’s fun to dress up, to pretend, to imagine… I think Super Smalls is just one way to do that, but its an extra sparkly way, and I love that aspect too.
What do you feel gives you longevity in this big city with so many options?
My inspiration comes from the wide offering of beautiful objects and art all around the world. I’m sometimes overwhelmed by the amount of things I want to do! Plus, New York is so collaborative. I can only hope that my longevity comes at least in part by innovating through collaboration and community.
How do you positively impact your clientele?
I hope by helping them have fun!
What is your favorite part of your job?
Creating and working with incredible people. I love workshops, I love taking the intangible and turning it into something we can all play with.
What is your favorite secret NYC spot?
When I can splurge, I love a little Japanese place called Shuko. I sit at the bar and its hypnotizing to watch the chefs- so much precision and ceremony.
How do you benefit mamas?
I hope by giving them another way to play and connect with each other. And I hope Super Smalls makes them laugh and enjoy. That’s really what it’s for.
What is the most memorable feedback a client has given you?
Keep it simple. Which for me translates as Keep it super - she meant just do what you do. And it helps to remember not to try to please everyone.
What is the best advice anyone's ever given you? Or what is your "mantra" / words to live by?
“If you don’t ask the answer is always going to be no."
As moms, the day can escape us, what is your best time-saving trick?
I repeat good outfits, like a rotation. Its a big stress relief if I know my getting ready is easy, it leaves more time for friends, work and children.