PIA MANCE OF HEAVEN MAYHEM
Pia Mance is the founder and creative force behind Heaven Mayhem, a jewelry brand that blends bold femininity with a touch of chaos and charm. With a background in fashion, content creation, and brand storytelling, Pia brings a deeply intuitive lens to design.
Pia is also the host of Pia’s Pod, a lifestyle and culture podcast where she shares candid conversations about ambition, friendship, confidence, and navigating womanhood in all its beautiful contradictions.
You started the brand with $900 in your business account, and now it is an 8-figure brand. What steps did you take to expand and grow your business from the initial launch?
I started very small, hand-making every piece, shipping every order, and replying to every message myself. Beginning in such a nimble way gave me a clear understanding of every aspect of the business and allowed me to learn from the ground up while building it. I also took every opportunity I could, whether it was seeding the product, getting it in the right rooms, or approaching retailers directly. I focused on each small step that could drive a sale and, over time, all of those efforts compounded into a real and scalable business.
Was there a moment in building Heaven Mayhem when you realized the brand had evolved beyond a personal project and had the potential to influence a much larger community?
Yes, I remember meeting someone at an event, about 4 months into the brand's existence, who was wearing one of my very first necklaces. Although I had handmade it and shipped it myself, I did not know who she was, and I asked if she knew her necklace was from Heaven Mayhem, and told her it was my brand. She laughed and said, ‘Of course I know, I am obsessed.’
That was the moment I realized people actually knew the brand outside of my own circle. Fast forward to now, most times I am out and about, I will see someone wearing Heaven Mayhem, and it still feels surreal.
There is undoubtedly a lot that goes into launching a product. What does your process of making an idea come to life look like? From initial ideas to final product and branding?
I find inspiration everywhere I go. It could be the tiles on the floor during a walk in London, a light fixture I spot in Milan at an afterparty, or something I see in a gallery. I take photos of everything and start playing around with ideas, then send them to our brand manager. We go back and forth on how the product should look and what the overall story of the collection should be.
Once we land on a product direction, we build a whole world for it to live in. That part is just as important as the actual design. For us, the product is half the work, and the other half is the universe we create around it. We like everything to feel intentional, so each piece becomes part of a bigger story
Heaven Mayhem’s branding has a very cohesive story to it– how did you keep your vision clear when expanding into different products, such as laptop cases or belts?
I have always had a clear vision for Heaven Mayhem to become a leading accessories brand, the place you go when you want to elevate your outfit and add that final touch. As long as a product sits in the accessory category and can act as a finishing touch, it fits the brand. It can be something that elevates an outfit or even elevates an experience. That filter keeps the vision consistent as we grow into new categories like laptop cases, belts, and beyond.
The “Black Mini” cord necklace was your first huge success. How did you and the team navigate that momentum and turn it into long-term growth for the brand?
The Black Mini was our first real hit. I was running the business completely on my own at the time and the product took off organically through Instagram, Meta ads, and a huge spike on Pinterest. It all started with one photo that created this social surge. From there I iterated quickly. I introduced the Black Mini in new colors and sizes and kept making small tweaks and variations to keep the customer excited.
Eventually the product slowed down, and the brand’s aesthetic evolved, but the learnings were incredibly valuable. That moment taught me how to respond to momentum, how to build on a winning product, and how to think about designing with both creativity and demand in mind. It shaped the way I approach every product we make today.
Your pieces have been seen on celebrities such as Hailey Bieber and Kendall Jenner. How did you initially garner that attention and use it to your advantage when creating ad campaigns?
We have been really lucky to have so many incredible names wear our pieces, and I could not be more grateful. It is a fine line, though. On one hand, you want to shout it from the rooftops, but you also have to be respectful. They did not sign up to be the face of the brand and there are legal limits on how far you can go with using their image.
We never wanted Heaven Mayhem to be a celeb-driven brand, so we only mention those moments when it feels natural and adds to the story. What has been interesting is that the media and customers took it from there. We still see constant press and a lot of TikTok buzz around the it girls wearing our pieces, which is amazing, but for our own channels we try not to rely on celebrity. It is more about letting those moments support the brand rather than define it.
As someone shaping conversations and aesthetics for young women, what is the one message you believe they most need to hear—especially something you wish you had known earlier?
I think it is incredibly important to stay open, listen, and put your ego aside. At the same time, as women we can be quick to assume someone else in the room is smarter or knows better. I always say I do not need to be the smartest in the room, I want to learn from everyone, but I also need to trust that I usually know what is right for my business.
Looking back, I wish I had trusted myself more in the early days. My biggest mistakes came from ignoring my instincts and relying on people who seemed more experienced but were giving me cookie cutter advice that did not fit what Heaven Mayhem needed. Trust your gut!
What inspired you to start Pia’s Pod, and how has hosting influenced your creative direction for Heaven Mayhem, or vice versa?
I started the podcast to connect with my audience more deeply and give a longer form peek behind the curtain. I love creating a space where I can be more open and share the parts of the journey that you do not always see on social.
The conversations I have had on the podcast and the people I have been able to meet through it have been incredible. I have learned so much from other founders and creatives. It has definitely influenced my direction with Heaven Mayhem. Hearing how other people build, make decisions, and navigate challenges always sparks new ideas!
Your designs feel both nostalgic and modern. Which parts of your past—people, places, or memories—most influence your creative process, and how intentionally do you draw from them?
I always find myself going back to vintage. A lot of my early pieces came straight from things I used to pull out of my grandmother’s jewelry box. That was really the foundation. Now I mix those nostalgic references with whatever catches my eye day to day. It could be architecture, an object in someone’s home, or something I spot while traveling.
Sometimes it is as random as seeing a light fixture in London and suddenly remembering a ring my mum used to wear. I put those ideas together, and that becomes the starting point for a product. It is a mix of instinct, memory, and whatever inspires me in the moment.
Quick Takes:
What is your favorite piece from Heaven Mayhem?
The Carino Watch. It comes with a black strap and a brown strap, making it changeable based on your mood for the day.
Your current obsession—big or small
Fara Homidi’s Beauty Line!! I’m obsessed with all of it, especially her lip liners and glosses. My fave shade is minky.
Morning ritual you swear by.
My at-home Pilates by Byrony and Doctor Stolberg’s Tea.
A dream guest for Pia’s Pod (no limit on fame or time)
Emma Grede!
The era of fashion you feel most connected to?
YSL in every era.