Children’s accessory brand Super Smalls has been tapped by Disney to create a collection of jewelry inspired by a range of Disney Princess characters.
“Disney has been our dream collaboration since we started. Magic is such a foundational part of our DNA and they are masters of all things magical!” said Super Smalls founder Maria Dueñas Jacobs of the collaboration which marks D100, Disney’s centennial anniversary.
According to Dueñas Jacobs, the partnership came via one of her brand’s retailers, Nordstrom, “who worked on a larger-scale D100 celebration and felt Super Smalls would be perfect for that initiative. From there, we developed a direct rapport with Disney and are now working on numerous products that are literally a dream come true,” she said.
The special collection has seven jewelry suites inspired by iconic princess characters, including “The Little Mermaid’s” Ariel, Snow White, Mulan, Moana and Elsa from Disney’s “Frozen.” All the necklaces in the Disney Collection have something “super” (meant to be extra special) about them — Elsa’s snowflake spins and Moana’s necklace is an enamel locket with a glow-in-the-dark Heart of Te Fiti, the founder said.
“It’s an ongoing labor of love,” Dueñas Jacobs said, noting that Disney is exceptionally careful about their intellectual property. “It’s incredibly inspiring to work with a team who’s so sure of their identity. They have rigorous guardrails but they also have remarkable assets — the dance between creativity and integrity to each brand has been very productive — it’s not easy, but it’s definitely amazing.”
The feel-good brand has grown since it was founded four years ago and Dueñas Jacobs has more collaborations up her sleeve, including some jewelry boxes, which she says have been the most requested product from her customers. For holiday 2023, she is launching two luxurious jewelry boxes in partnership with well-known box maker Wolf. “Both are dream jewelry boxes handcrafted with 100 percent cruelty-free vegan leather and microsuede,” she said of the styles.
The Disney collection will be available at Nordstrom starting Nov. 1 and on supersmalls.com, retailing for $45 each. “We are building something special…a brand that kids will remember growing up with,” she said.
“From adults we always hear ‘I wish I had this when I was growing up,’ so for kids, we are giving them that ‘wow’ experience with every product.”
