How Heaven Mayhem became a $10 million business

Influencer Pia Mance started selling a small batch of vintage pendants in 2022. With savvy marketing and consistent product development, she is building a label to last, reports Vogue Business.

In 2022, Mance used $900 of her own money to set up a website, buy some vintage pendants from a flea market in Los Angeles, and make a set of 20 necklaces to sell online under the label Heaven Mayhem.

Three years on, she has built a $10 million demi-fine jewellery and accessories business, known in particular for its viral knot earrings. This month, the brand launched a pop-up in London’s Selfridges that runs until November, aiming to boost brand awareness and demonstrate the breadth of its offering.

“It all happened really fast. The growth has been insane,” says Mance over lunch in London a few days out from the pop-up opening.

The luxury jewellery market as a whole has been more resilient than fashion in recent years, says Vogue Business, but in the demi-fine jewellery space, which relies on increasingly discerning aspirational shoppers, growth has slowed after a post-pandemic boom.

Heaven Mayhem has also faced some headwinds, with production delays on some of its launches this year. The LA wildfires in January had a small impact, too, as the brand manufactures its belts locally.

Mance says her initial ambition of doubling revenues to $20 million in 2025 now seems out of reach, but she remains optimistic: “I know a lot of brands are struggling right now, and maybe we won’t grow as fast, but we’re still on track to grow a further 80 per cent this year.”