How Pia Mance Turned Nine Hundred Dollars Into $10 Million In Sales At Heaven Mayhem

Key Concepts

• Heaven Mayhem: A fashion accessories brand founded by Pia Mance, starting with vintage pendants and expanding to a multi-million dollar business.
• Bootstrapped Growth: The company’s initial and continued growth funded primarily through revenue, without external investment.
• Brand Building & Personal Branding: Pia Mance’s evolution from founder to a public face of the brand, leveraging panels, podcasts, and public speaking.
• DTOC (Direct-to-Consumer) vs. Wholesale: The balance between selling directly to customers and through retail partnerships.
• Trend Forecasting & Product Development: The process of identifying emerging trends and translating them into innovative product offerings.
• Community Building: Utilizing platforms like TYB to foster customer loyalty and engagement.
• Strategic Partnerships & Collaborations: Leveraging collaborations for brand awareness, market expansion, and learning opportunities.

The Journey of Heaven Mayhem: From Flea Market Finds to a Multi-Million Dollar Brand

This conversation with Pia Mance, founder of Heaven Mayhem, details the remarkable journey of building a successful fashion accessories brand from the ground up. It covers her personal background, the evolution of the business, key strategies employed, and future aspirations.

Early Influences & Origins (Australia & Beyond)

Pia Mance’s creative roots trace back to her childhood in Australia, filled with arts and crafts, sewing lessons, and frequenting flea markets. This early exposure fostered a passion for design and a resourceful approach to sourcing materials. Her experiences living in China with her husband, observing his family business, and modeling provided valuable insights into manufacturing, business operations, and the nuances of the fashion industry. Moving to London and then Los Angeles further shaped her entrepreneurial vision. The brand itself was born from a $900 investment in vintage pendants, sourced from downtown LA and sold online via Shopify. She emphasizes the importance of having a strong work ethic and a willingness to act quickly on ideas.

From Side Hustle to Legitimate Business

Initially a “fun girlly popup hobby,” Heaven Mayhem quickly evolved into a legitimate business responsible for the livelihoods of its employees. Mance describes the shift in mindset as the company grew, acknowledging the increased responsibility and the need for more structured operations. The initial investment breakdown included a $30/month Canva subscription for graphic design, a $40 digital camera from eBay, a label printer, and packaging materials. She personally handled all aspects of the business – from order fulfillment and customer service to photography and Facebook advertising.

The Power of Personal Branding & Public Speaking

Mance’s visibility as the face of Heaven Mayhem was largely organic, stemming from podcast appearances that snowballed into invitations for panels and public speaking engagements. She actively embraces these opportunities, despite initial nervousness, recognizing their value in building brand awareness, networking, and personal growth. She highlights the importance of authenticity and injecting personality into presentations, emphasizing that audiences are often comprised of individuals eager to learn and connect. Her strategy is to “just be casual and remembering like it's not that deep and people like a little personality.” She views these engagements as crucial for positioning herself as an investor and mentor for other founders.

Key Growth Drivers & Pivotal Moments

Several factors contributed to Heaven Mayhem’s rapid growth:

• Right Product, Right Time: The initial pendant necklaces tapped into a trending aesthetic.
• Strategic Retail Partnerships: Securing placement on Revolve significantly boosted brand visibility and sales.
• Iconic Product Development: The “Icon Watch” offered a high-style look at a more accessible price point.
• Influencer Marketing: Organic exposure through influencers, including Haley Bieber, generated significant buzz.
• Social Media Engagement: Active presence and engagement on platforms like Instagram.
• Consistent Innovation: Continuously introducing new and exciting products.

Mance emphasizes that growth felt incremental, with each success building upon the previous one. She notes the importance of being adaptable and responding to market demands.

Navigating DTOC vs. Wholesale

Heaven Mayhem currently operates on an 80/20 DTOC (Direct-to-Consumer) to wholesale model. While wholesale provides brand awareness and financial support, Mance stresses the importance of choosing the right retail partners. She views partnerships as a strategic tool for reaching new customer segments and solidifying brand legitimacy. She notes that a collaboration with Freya, while successful, primarily attracted existing customers, highlighting the need to carefully consider target audience alignment.

Trend Forecasting & Product Ideation

Mance’s approach to trend forecasting is multifaceted, drawing inspiration from vintage sources, architecture, runway shows, and even everyday observations. She emphasizes the importance of trusting her intuition and avoiding direct imitation of other brands. She’s moved to planning product releases further in advance (currently working on designs for December 2026) to allow for more thoughtful development. She describes a process of “zooming out” when viewing runway shows to allow for more unique interpretation.

Building Community & Customer Engagement

Heaven Mayhem actively cultivates a strong community through platforms like TYB (Tai Haney’s platform), offering exclusive perks and fostering direct interaction with customers. Mance prioritizes gathering customer feedback, but also maintains a clear vision for the brand, selectively incorporating suggestions that align with its aesthetic and values. She emphasizes the importance of asking open-ended questions like, “What can we do better?” to encourage constructive criticism.

Future Vision & Investment Strategy

Mance envisions Heaven Mayhem becoming a “go-to destination for accessories,” encompassing a wide range of products from jewelry and eyewear to bags and storage solutions. She is currently exploring opportunities to expand into new categories and increase retail presence across the US. Despite the brand’s success, she remains committed to bootstrapping and maintaining control, although she acknowledges the potential need for investment in the future to accelerate growth. She is already actively investing in and mentoring other brands, particularly in the health and wellness space, leveraging her experience and network to support fellow entrepreneurs. Her personal goal is to continue building brands, investing in others, and enjoying the creative process.

Notable Quotes

• “This isn't a fun girlly popup hobby. This is a legit business and I'm paying people's wages who are paying for their life.” – Pia Mance, emphasizing the seriousness of her venture.
• “It's not that deep. Like I think people would think, 'Oh my god, NYU panel, Vogue Business Panel, that is the pinnacle.' And like, yeah, it is, but it's also like everyone in the audience is someone just like me who's there to like learn and listen.” – Pia Mance, on managing pre-presentation nerves.
• “I think sometimes if you look to other brands, you'll end up creating too close and then there's like too much of the same product.” – Pia Mance, on the importance of originality in product development.

Technical Terms & Concepts

• Shopify: An e-commerce platform used to create and manage online stores.
• Canva: A graphic design platform used for creating marketing materials.
• DTOC (Direct-to-Consumer): Selling products directly to customers without intermediaries.
• TYB: A platform founded by Tai Haney designed to foster customer loyalty and engagement through gamification.
• Tariffs: Taxes imposed on imported goods.
• Bootstrapped: Funding a business through personal savings and revenue, rather than external investment.

In conclusion, Pia Mance’s story is a testament to the power of passion, hard work, and a willingness to adapt. Heaven Mayhem’s success is rooted in a strong brand identity, a commitment to innovation, and a genuine connection with its customers. Mance’s journey from flea market entrepreneur to a respected figure in the fashion industry serves as an inspiring example for aspiring founders.