Influencer Pia Mance launched Heaven Mayhem in 2022 with $900 to create a website and a collection of vintage pendants, eventually building a successful demi-fine jewellery business valued at $10 million. Known for its viral knot earrings, the brand recently opened a pop-up at Selfridges in London to increase visibility and showcase its offerings. Mance mentioned the rapid growth of her business, despite facing production challenges and a more competitive market post-pandemic. Although expanding her revenue targets seems daunting, she maintains an optimistic outlook for the business's growth this year.
Initially starting as a model and influencer, Mance transitioned to running her own jewellery brand when she recognized the potential for unique designs. Her first few product drops were limited due to sourcing issues, but a serendipitous find of vintage pendants enabled her to realize her vision. The brand now operates primarily through direct-to-consumer sales online, with additional wholesale partnerships. The focus remains on unique accessories that resonate with customers seeking personal expression in their fashion choices. Mance actively explores new designs to maintain engagement and avoid becoming too mainstream, all while trusting her instincts over a formal business plan.