Welcome to a new series where I will be sharing some of my favorite small and independent brands from around the world. For part 1, I spoke to Maia Gradante, founder of SHOP REGO. Maia creates whimsical, magical, and intentional accessories. Im excited to share a little bit about Maia and the brand.

“The brand was born out of having fun. The name comes from a nickname that my dad gave me when I was nine. No one really knows what it means, not even him. But it stuck. And that was that.”

Tell us a little about your brand — and where you’re based:

REGO focuses on versatile, handmade, one of a kind accessories. You can wear REGO with a hoodie or a wedding dress. The brand took shape in 2024, it started with me crafting accessories I wanted to wear. The brand was born out of having fun. The name comes from a nickname that my dad gave me when I was nine. No one really knows what it means, not even him. But it stuck. And that was that.

The brand carries a spirit that I call a “third grade feeling” –– a nostalgic, care-free, childlike playfulness we all have at that age. REGO is curious, bold, messy, independent, regret-less, and experimental. It’s personality driven. Girly but boyish at the same time. It’s a little scrappy. It has scraped knees. All that, to me, is chic. Whenever I feel unmoored I try to reengage with that swirl of emotion. And those feelings infuse my products. My mom likes to keep things, like everything––my art I made when I was eleven, heirloom furniture, Grandma’s doilies and jewelry. She passed down that sentimality to me, and I use a lot of vintage materials, especially beads, in my products. Each piece is one of a kind, handmade in Cobble Hill, Brooklyn.

“It’s personality driven. Girly but boyish at the same time. It’s a little scrappy. It has scraped knees. All that, to me, is chic. Whenever I feel unmoored I try to reengage with that swirl of emotion. And those feelings infuse my products.”

How did it all start?

I’ve been making things my entire life––whether it was forts, turtle tanks, halloween displays, embroidery, or illustrations. A few years ago I started playing around with beading after my day job (at Nu Swim shoutout). I would speed walk home, excited to start a new creation. One night I decided to make it more than a hobby. The idea of a business or a brand initially felt so remote. The pieces I was making for myself started to share DNA. Then my friends noticed. And they helped me see that there was a uniform personality and through line.

I started with simple beaded earrings. It happened slowly then all of a sudden. My dear friends Amanda Lurie (founder and owner of COA NYC) and Gina Esposito (founder and owner of Nu Swim) own a cute boutique in Williamsburg called Tangerine. They had been encouraging me to make something to sell at their store. I did what I usually do, craft while listening to music. A happy accident happened, and the product that I launched at Tangerine became my best selling product––The Jellyfish Barrette.

It started to resonate with customers at Tangerine. Buyers noticed, and now Rego is sold in Japan, London, and all across America.

What’s inspiring you right now?

Spring and summer on the horizon. The open skies of Kansas. The thawing coastlines of Connecticut. My clever friends. Lana’s new single.

A fun one: what are you currently watching, reading, or eating on repeat?

Enjoying Jennette McCurdy’s novel Half His Age. Re-watching Dave, the best show on TV. Allegra Samsen’s substack is full of life and interesting, in the crevice recommendations. Bobbi’s Italian Beef on Smith St. is my third space club house feel good comfort food eatery. Have a Chicago Dog and Caesar Salad. Tell them REGO sent you!!

What’s one thing you’re wishing into existence for the brand?

My newest product is called The Alitta Party Scarf. It’s made to be worn all times of the year and for any occasion. It’s a go-to solution for when your outfit needs... “something”.

It comes in reversible polka dot silk, and metallic silver. I’m “wishing into existence” that REGO products make people feel unique, confident and as carefree as they did in third grade :-) As long as that’s happening I’m happy. My friends in Japan have really taken to the brand and have opened my eyes to the inventive styling options, like wearing it on bags, shoes, or hooked to belt loops. REGO products are punctuating pieces. They zhuzh up any outfit. And that’s the point! Less is more. More is less! Do it your way!

What advice would you give to someone who wants to start a small brand today?

Do it! Believe in your product and create something you would want to own and wear. Don’t overthink it. It’s never been a more exciting time for small and emerging brands. There are so many channels that allow for community creation. Have fun. :-)

Thanks for reading a little bit about Maia and Shop Rego. You can follow Shop Rego on IG and shop her pieces here.

Support small and independent brands !!!