From The Archives: How Pia Mance Made Heaven Mayhem Go Viral

Summary

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Podcast Summary: Let's Get Dressed

Episode: From The Archives: How Pia Mance Made Heaven Mayhem Go Viral
Date: August 18, 2025
Host: Liv Perez
Guest: Pia Mance (Founder of Heaven Mayhem)

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Episode Overview

This episode is a re-air from the archives featuring Pia Mance, founder of viral jewelry brand Heaven Mayhem. Host Liv Perez dives into how Pia took her brand from low-key launch to A-list status, the realities of being an entrepreneur, the vintage jewelry trend, and how personal productivity and authenticity propelled Heaven Mayhem's rapid growth. The conversation is candid, insider-y, and full of practical advice for aspiring founders and fashion lovers alike.

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Key Discussion Points & Insights

1. The Reality of Entrepreneur Life

• Pia’s Energy & Routine: Pia describes herself as typically energetic, but admits to burnout, relating to the grind of entrepreneurship.
  • Quote: “I really just threw it together. I'm great. I'm just so tired… when people do, I'm like, all right, get over it. And now it's me.” — Pia Mance [03:34]
• Productivity Hacks: Both Liv and Pia share that they are most productive in the mornings.
  • Pia’s “Hour of Power” is 5am; she works out, gets dressed ("blush and lip liner" are essentials), and gets four hours of personal productivity before the day “officially” starts at 9am.
  • Quote: “My like hours of power. I'm so good. Whereas last night I'm kind of like keeping my eyes open. It's like a struggle. Mornings are my, my time.” — Pia Mance [04:44]

2. Working Habits & Hobbies

• Work/Life Integration: Both agree weekends are for focused, uninterrupted work.
• Outdoor Time & Connection: Walks are critical both for exercise and socializing, especially in LA.
  • Quote: "My hobby is my work...I’ve just taken up tennis lessons two weeks ago, so I guess that’s a hobby.” — Pia Mance [09:48]
  • Tip from Liv: Set regular walking meetings with friends [12:03].

3. Founding Heaven Mayhem: Low-Key & Authentic

• Stealth Launch:
  • Pia did not capitalize on her influencer following at first—she posted the jewelry as if she were just a fan, not the designer.
  • Quote: “I started the brand without even posting on my personal Instagram… I didn't want people to know it was my brand. So, like, I really went about it the other way.” — Pia Mance [15:15]
• Quality > Hype: Both agree that a good product will outlast any marketing push.
  • Quote: "You can’t market yourself out of a bad product. Like, if your product isn't hitting, I don't know if there's hope." — Pia Mance [16:15]
• From Handmade to Brand: Early necklaces were hand-tied by Pia; she admits it was unsustainable and moved to scalable, higher ID products.

4. Growing Pains & Tips for First-Time Entrepreneurs

• Starting Small: Pia emphasizes scrappiness—starting her business with $900, a Shopify store, and Canva.
  • Quote: “My literal life motto is done is better than perfect...I started really, really small. There was no business plan.” — Pia Mance [19:37]
• Testing & Feedback: She always produces small product runs to test what customers like before scaling up.

5. The Secret Sauce: Going Viral

• Right Time, Right Product: Pia credits the convergence of vintage jewelry resurgence, timely influencer placements, and LA proximity for Heaven Mayhem’s viral success.
  • Quote: "It was that plus a perfect storm of Hayley wearing, Matilda Jeff posting, amazing influencers, Revolve reaching out, Shopbop reaching out… just a whole storm of it." — Pia Mance [23:52]
• Serendipity + Hustle:
  • Example: Pia personally thanked a real buyer—Hailey Bieber’s friend—at a coffee shop, leading to Hailey requesting her earrings and the brand blowing up soon after [26:40–28:00].

6. Influencer & Stylist Relationships

• Human over Transactional: Pia never insists on posts or follows up for deliverables—she simply gifts the product and “lights up” to see it on people she admires.
  • Quote: “Never in my life will I be like, hey, when are you going to wear it?… The point of me giving Heaven Mayhem to anyone is… I would die to see you in it, because I think you're the coolest and I love my brand.” — Pia Mance [28:04]
• Stylists in LA: The proximity to stylists and quick delivery options played a key role in exposing the brand to celebrities.

7. The Vintage Jewelry Trend

• Why Vintage Is Hot: Tiredness with “dainty” and hoop trends; yearning for statement, unique, and timeless pieces that feel both nostalgic and fresh.
  • Quote: "The coolest thing about vintage things to me and vintage inspired designs is that they're always cool...they just always come back around." — Pia Mance [30:09]

8. Building a Capsule Wardrobe & Styling Tips

• Heaven Mayhem’s Place: Accessories make the simple capsule wardrobe pop; intergenerational appeal is a goal.
• Mixing Metals: Both advocate for mixing metals, with Pia designing earrings specifically for people who own both gold and silver.
  • Quote: “We all have, like, a bracelet from our family that we have to wear is silver, but then the watch is gold…so it's really amazing, but I also don't really care. I have no problem with it.” — Pia Mance [34:20]

9. The Future of Heaven Mayhem

• Upcoming Releases:
  • Fun, statement necklaces for summer
  • New earrings with fabric details
  • Expanding accessories—potentially sunglasses, bags, etc.; Heaven Mayhem officially shifting from only earrings/belts to broader accessories [33:00–33:45]

10. Thoughts on Fashion Culture

• Dupe Culture: Pia would banish the celebration of dupes, especially for smaller brands. She emphasizes supporting original design over knock-offs.
  • Quote: “I guess I would try and remove dupe culture. I think it gets kind of annoying...I think I'd just like to support the original creator.” — Pia Mance [35:22]

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Notable Quotes & Memorable Moments

• “Done is better than perfect.” — Pia Mance [19:38]
• “You can't market yourself out of a bad product.” — Pia Mance [16:15]
• “My fantasy would literally be…starting a brand, having no one know that it's mine, and just…people finding it and being like, oh, I really love this.” — Liv Perez [16:42]
• “If you can have three different generations wearing your product, it works.” — Liv Perez [30:56]
• “I just want to see you and talk and catch up. So walking is great.” — Pia Mance on staying connected [08:31]
• “I think Heaven Mayhem really struck while the iron was hot, as they say. If that's what they say. I'm always messing up my phrase.” — Pia Mance, joking [29:52]

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Timestamps for Important Segments

• 03:34 — Pia and Liv discuss energy, burnout, and entrepreneurial grind
• 04:44 — Productivity routines: mornings and personal “power hours”
• 09:48 — Conversation about hobbies, balance, and starting tennis
• 12:03 — Using LA's walking culture for connection and wellness
• 15:15 — Pia explains her low-key, stealth launch strategy
• 19:37 — "Done is better than perfect": Pia’s mantra and business foundation
• 23:52 — The confluence of events that sent Heaven Mayhem viral
• 26:40–28:00 — Story of Hailey Bieber encounter and celebrity placement
• 30:09 — Vintage jewelry trend and why timeless design wins
• 33:00–33:45 — Teasing upcoming products and Heaven Mayhem’s accessory expansion
• 34:20 — Advice on mixing metals and jewelry personalization
• 35:22 — Pia’s take on dupe culture and fashion ethics

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Style & Tone

The conversation is honest, energetic, and filled with behind-the-scenes insight—true to Liv’s “fashion insider” vibe and Pia’s grounded, witty approach. Both celebrate personal style, scrappiness, and the importance of meaningful connections in building a business.

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Summary for New Listeners

Even if you’ve never heard of Heaven Mayhem, this episode offers a masterclass in building a brand from scratch, staying authentic, and thriving amidst fashion’s shifting trends. From practical routines to real talk about influencer marketing and product identity, Pia Mance’s journey is as relatable as it is inspiring for anyone looking to get dressed—and get started—on their dreams.

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Transcript

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[Pia Mance]

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[Pia Mance]

Oh, hey.

[Liv Kroz]

Hey.

[Pia Mance]

Thanks for meeting me here on such short notice. This place isn't bugged, is it? Bugged? Wait, Jamie, what's going on? It's just you're my only lawyer friend and I need your professional opinion. Do you see that brand new Hyundai Tucson out there? Yeah, that's all I paid for it.

[Liv Kroz]

Ah, I think I need to get.

[Pia Mance]

Back to you on that.

[Liv Kroz]

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[Liv Kroz]

Listen, I don't want to get in.

[Pia Mance]

Your business, but if that's all she.

[Liv Kroz]

Paid for it, I'll have what she's having.

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[Liv Kroz]

Hi everyone. Welcome back to another episode of let's Get Dressed. It's your host, Lib Perez. I am currently on a much deserved summer holiday, but don't worry, I'm not leaving you guys hanging. Some of the best fashion lives in the archives and the same goes for podcasts. So over the next few weeks, I'll be re airing some of my favorite past episodes and I hope you guys enjoy. Hey guys, welcome back to another episode of let's Get Dressed. It's your host, Liv Kroz. Happy Monday wherever you are. I hope it's going great. I hope it's feeling productive. I hope you're wearing a cute outfit. Today's episode is inspired by an episode that I did a few weeks ago with the queen mother of Dear media, Lauren Bostick. As someone who's really good at marketing, I asked her what her favorite fashion brand is right now that she thinks is doing really cool marketing and it's catching her attention. And of course she said Heaven Mayhem. I actually posted that clip from that episode on TikTok and it has like over half a million views on it. And so many of you chimed in being like, I love Heaven Mayhem. So of course I had to get the founder of Heaven Mayhem, Pia Mance, on the show. I myself have been a big fan of the brand since it launched a little over a year ago. I love the vintage inspired feel to it. I love that it's affordable. I love the design. The vintage inspired feel really spoke to me and I think also obviously spoke to so many of you who are looking for that in your closet right now. She started out as an influencer and podcast host and actually secretly launched the brand under an entirely different name and has made it go completely viral. It's been on the likes of Hailey Bieber and Kendall Jenner. It's a number one seller at Revolve and I'm sure, like me, it's been on so many of your Instagram and TikTok feeds. I was so excited to have Pia on the show today. We talked all about finding your niche and why she chose to go into the jewelry space. We talked about what it takes for a brand to go viral in today's world and some of her favorite productivity hacks as a founder. I hope you guys love this episode. Heaven Mayhem is sold on Revolve and so many others. Get yourself a pair. They are so cool. All right, let's go get dressed with the amounts. How are you? What's going on? You look very chic today.

[Pia Mance]

Thanks. I really just threw it together. I'm great. I'm just so tired and I never complain about tiredness and when people do, I'm like, all right, get over it. And now it's me.

[Liv Kroz]

I feel like you're a very energetic person.

[Pia Mance]

Yeah.

[Liv Kroz]

What is it that's making you tired?

[Pia Mance]

Oh, no sleep. No sleep.

[Liv Kroz]

Obviously you're just not sleeping.

[Pia Mance]

Yeah.

[Liv Kroz]

She's an entrepreneur world. I mean, you know, I was actually. It was nine o' clock last night, my friend called me and I was like, what are you doing up? And he was like, you know, I just love what I do. Like, I just. And he's an entrepreneur building an incredible new healthcare business. And he was like, I'm just like tinkering away. And I loved that. It was very refreshing.

[Pia Mance]

So last night we got home at like 9:30, we went to my brother in law's house for a quick dinner and then we got home, got in bed because we go to bed early so we like got straight in bed and I was like, babe, I actually think I have more work to do. And he's like, oh please, like, you know, do it tomorrow. I'm like, nah. Went upstairs, made myself a tea and I was the exact same. I'm like, wow. Like the house is quiet, it's dark outside. I just feel like I'm in my own little world. Like I love what I do. I'm so lucky that I'm doing this. And I'm like, let's go. I'm not like my life like my boss is breathing down my neck or something. I'm like, I love it. So it's, it's all for a good cause. Wow.

[Liv Kroz]

Are you a night owl? I could never know.

[Pia Mance]

I'm an early bird, so.

[Liv Kroz]

Me too.

[Pia Mance]

The thing is, I stayed up last night till 12:30 to just, I had to get a lot done. But then this morning I Woke up at 5 to keep going and 5 is my like hours of power. I'm so good. Whereas last night I'm kind of like keeping my eyes open. It's like a struggle. Mornings are my, my time.

[Liv Kroz]

I'm very interested in productivity right now and I'm curious to hear from you. But Emma Greed, who is the co founder of Good American and girl I'm obsessed with her incredible entrepreneur, just put this video on her Instagram where she was talking about her best productivity hacks as a mom. A like, you know, someone who's running multiple businesses. And one of the things that she said was find your power hour. She was like, find when you are most productive. She was like, for me it's my.

[Pia Mance]

5Am for me it's my 5am live. But the problem is if I don't work out in the morning, I probably won't do it because I won't stop working at 4 to then go to the gym.

[Liv Kroz]

Yes, me too.

[Pia Mance]

So it's like I get up, I work out, I have my breakfast, blah blah blah. I get ready. Also a big productivity thing for me is getting dressed and putting on like a little bit of blush and lip liner just so you don't feel like slobby. And so then by the time you've done all of that, it's like 8:30. My team comes at 9 so I don't start work till 9. I'm like, damn, I could have got four hours in but I had to do the other things.

[Liv Kroz]

Yeah, I really Noticed for myself, I have a hard time working out. It's definitely a weak spot for me. And something that I'm working on is just giving my body more love. And I think something very important. If you are someone who runs your own business and you are someone who makes your own hours and is understanding when you're actually going to get the thing done.

[Pia Mance]

Yeah.

[Liv Kroz]

Like I remember there were a solid. There was like a solid year and a half and I was like, okay, I'm going to do this and I'll go work out at 4. I would never make class. It's so hard now. If I'm not hitting a 7:30 or 8am workout, I'm not doing it at all.

[Pia Mance]

Yeah.

[Liv Kroz]

And making room for that and being like, this is your time where you know you're good, but that's also really challenging because that's my productivity time. So you really have to find those times that work best for you.

[Pia Mance]

Yeah.

[Liv Kroz]

I think I need to start waking up earlier.

[Pia Mance]

I love. This is so crazy, but I love a weekend to work. Me too.

[Liv Kroz]

I work every weekend.

[Pia Mance]

If I work all day Saturday and Sunday. And it's just like I feel like I'm in my own little bubble. Like no one can bother me, no one's doing anything. I feel like I'm getting ahead of everything. And I would rather, you know, in my week kind of do podcasts, do this, do random things. And then on a weekend I designed so much. Like I just get so much done when there's no one around me.

[Liv Kroz]

Me too. It's quiet. No one's emailing me. I'm not feeling overwhelmed or reactive because I got an email that I need to handle in that moment. It's just like my quiet, slow time.

[Pia Mance]

Yeah.

[Liv Kroz]

I also like being in social media. Remember someone said something to me that stuck with me for a while a few years ago. They were like, when you're in social media, the times when everyone's off is when you need to be on like the. The times where it's maybe the holidays or it's the weekend and people are home is like a really good opportunity to actually connect with people.

[Pia Mance]

Yeah.

[Liv Kroz]

Like that's when people are most active. Totally. So. So I've thought about that for a while and have tried to find some balance in that too.

[Pia Mance]

Yeah, makes sense.

[Liv Kroz]

But yes, weekends are when people are paying attention.

[Pia Mance]

So true.

[Liv Kroz]

Okay, so you're up at 5am you're working out in the morning no matter what. What does the rest of your day look like?

[Pia Mance]

Get home, do the breakfast, et cetera, get ready. Always putting something on. If I'm wearing gym clothes in the day, it'll be like, chic.

[Liv Kroz]

Yes.

[Pia Mance]

You know, making it look somewhat put together. And always a lip liner.

[Liv Kroz]

And always, always, always, always an earring. Obviously. I don't think I leave the house without, like, brushing my eyebrows and putting a lip liner on. Yeah, those are two kind of non negotiables for me. No one should ever see me without penciled in brows.

[Pia Mance]

It's so funny because I'm looking at your brows and I'm like. I feel like I could, like, they'd look totally fine. But we all just have that one thing about ourselves.

[Liv Kroz]

Absolutely.

[Pia Mance]

So, yeah, I gotta have a lip line, I gotta have an earring, and then I'll work. My team comes at nine. There's only three of us and we'll just try and get whatever we can get done. Every day's kind of different. A lot of the times on my laptop, it's really, really boring. And then at 5:30, if I've completed a lot and I'm like, slaying the day, I'll go for a walk with a friend or try and go outside for a hike or maybe book a Pilates class or something. Something a bit different. I always try and see a friend for, like, outdoor time or exercise. Walking. I just think it's a really nice way to catch up. I don't want to go spend a ton of money and go drink and drive somewhere far away. I'm just like, I just want to see you and talk and catch up. So walking is great.

[Liv Kroz]

Do you work from home? Yeah, I think that's a really good little tip and something again, I've had such a hard time post Covid being someone who works from home and carving out my day in a way that's actually healthy for me. Like, I think during COVID I've got this really bad habit where, like, I get on my laptop at 8am and all of a sudden it's 8pm and like, I haven't worked out, I haven't breathed fresh air. My dog is literally, like, pawing at me, being like, hello, please, please, for the love of God, like, can we go do something? But yeah, I think that outdoor time is something. We had Claudia Saluski on the show and she said something very similar. She's so sweet, but she's like, get your outdoor time. Like, go walk the dog.

[Pia Mance]

She's like, when I was chatting with her, she was telling me her hobbies. I don't know how we got onto this. And she was like, rock climbing, hiking, this, this, this. She's such an outdoorsy girl. I have no idea.

[Liv Kroz]

Do you have hobbies?

[Pia Mance]

No, my hobby is my work. I've just taken up tennis lessons two weeks ago, so I guess that's a hobby.

[Liv Kroz]

I saw a video I got served something on TikTok the other day of someone being very upset that they were asked if they had hobbies.

[Pia Mance]

Why? Because they're offended.

[Liv Kroz]

Oh yeah. They were just like, what do you mean, do I have a hobby? Like, I wake up, I take care of my kids, I check in on my friends, I go to my job, I come home, I cook dinner. I like maybe watch a TV show that I love and I go to bed. Like, who the hell has time for hobbies? Yeah, but I actually think it's really important in life to have hobbies. I just don't know when to find the time for them.

[Pia Mance]

No, me neither. That's why I started doing the tennis, because I'm like, okay, need something I can now play? Well, when I get better, I'm so bad I can then play with my husband, with friends, we can just. I can make that like my lifestyle. It's exercise, it's outdoor time. I don't think I would be able to find the time to do a hobby like sewing or something that wasn't giving me other ticks.

[Liv Kroz]

Yes.

[Pia Mance]

Cuz tennis. I'm hitting a lot of birds with one stone.

[Liv Kroz]

You're completely right. It can't be something that just passes time. It needs to be something that like gives me a workout or I get to see a friend at the same time.

[Pia Mance]

Yeah.

[Liv Kroz]

I'm kind of a productivity nerd and I think I'd feel unproductive if I was just like sitting on my couch sewing or knitting. Yeah.

[Pia Mance]

Also I think one of my hobbies is walking. I really like walking, but I, I feel like that sounds so dumb to be a hobby, but I just love walking around nice neighborhoods and looking at the houses.

[Liv Kroz]

I think LA is a walking city.

[Pia Mance]

Is it? Yeah, it's like, in my opinion, it's a go for a walk city. Not walk to do something.

[Liv Kroz]

Yes. Sorry, sorry. Let me rephrase. Yeah, it's a let's go for a walk city.

[Pia Mance]

Yeah.

[Liv Kroz]

I lived in New York for 10 years. No one ever asked me to go for a walk.

[Pia Mance]

No.

[Liv Kroz]

But asked me to go for like a city bike. But like, no one's asking, but you're.

[Pia Mance]

Walking like 20 cases a day.

[Liv Kroz]

That's why it's not, it's not a pastime there. It's not a hobby. It's like what, how you actually drive there.

[Pia Mance]

Yeah.

[Liv Kroz]

So no one's asking. But yes, since I've been here, I.

[Pia Mance]

Have to drive to then go on my walk. You know what I mean? Eye roll.

[Liv Kroz]

But it's the way it is. I get in my car, I bring my dog. I walk a lot too, because it for me too kills two birds with one stone. I get to walk my dog and I also get to exercise.

[Pia Mance]

And you can even put on your headphones and do a call.

[Liv Kroz]

I do sometimes. Yeah. Or I listen to a podcast.

[Pia Mance]

Yeah, same.

[Liv Kroz]

I think la. A lot of people ask me how, how to like survive in la. Like, how do you make friends? How do you find community? And I actually think walking culture is a big thing.

[Pia Mance]

Yeah.

[Liv Kroz]

Ask your friends to go on walks. I actually literally have like a standing walking meeting with one of my best friends every two weeks. Or like we go on this walk in the calendar every two weeks.

[Pia Mance]

That's so nice.

[Liv Kroz]

Killing a lot of birds with one stone.

[Pia Mance]

I think the coffee shop thing is a big thing too. I just on my way here, drove past community goods. I was like, maybe I'll stop. I'm like, sorry, what the fuck was I thinking?

[Liv Kroz]

I love that place. I love the owners. I love everything about it. I love the brands that they have on the wall. I love the curation, I love the food. Like I crave that breakfast sandwich all the time. I just can't wait in line. But shout out to them for actually creating a place that I wish I could go, but I just simply can't wait in line.

[Pia Mance]

No, I love it before 7:30am because there's no line.

[Liv Kroz]

Good to know. Yeah, I'll give it a shot actually. At that hour, you never know. Before we continue this conversation, I want to take a quick moment to thank today's sponsor, Factor Meals. And I know we were talking about productivity earlier in this episode and Factor has really quickly become one of my biggest productivity hacks. I was traveling a bunch earlier in the month. I was in Austin, I was in New York. It was like a jam packed work week. And I remember getting in the car on my way home from the airport and being like, oh, I have to order dinner. I forgot to go to the market. This is like such an added stressful thing. I have to like cook meals for the week. And then I remembered that I had Factor waiting at home for me and I actually had pre cooked amazing meals waiting for me. That are honestly zero stress 1. I love the fact that there's no prep, they are no mess meals. But also I feel like I'm really meeting a lot of my wellness goals lately, especially with somewhere around the corner because of the fact that I'm eating clean. They have a menu of chef crafted meals with with options like Calorie Smart, protein plus and keto. And I know I'm getting fresh never frozen meals. It was honestly so clutch when I got home from the airport. All of their meals are dietitian approved, ready to eat in just two minutes. So yes, on those work days where you're so stressed and you've like forgotten to make time for lunch, you have lunch ready to go in your fridge in just two minutes. No matter how busy you are, you will always have time to enjoy nutritious, great, lasting meals. Head to FactorMeals.com LGD50 and use code LGD50 to get 50 50% off your first box plus 20% off your next month. That's code [e-mail] LGD50 to get 50% off your first box plus twenty percent off your next meal while your subscription is alive. Okay, let's get back to the show. I obviously very much admire you. I have loved seeing the business just thrive in the past. It's a year or so. I remember seeing Heaven Mayhem pop up. I feel like on revolve and I was like, oh, who's making this? Like this is very cool. And then before I knew it, it was literally everywhere. And I had known about you because I know that you had had a.

[Pia Mance]

Pod and I feel like as a fellow podcast.

[Liv Kroz]

Right.

[Pia Mance]

You just like in the, in the.

[Liv Kroz]

Mix of it all. But I feel like something I, I am faced with personally, but also in our community is something that is often talked about is this idea of like being an influencer, having a following and starting a brand and you actually pitched something so niche that obviously really worked. And I'd love to hear about that experience of having a following and being like, that's going to be my thing and I'm going to hit that target audience.

[Pia Mance]

Well, the thing is, is I didn't start the brand with my following in mind. So I actually started the brand without even posting on my personal Instagram, like.

[Liv Kroz]

What do you guys want? Nothing.

[Pia Mance]

Nothing? Yeah, nothing. Posted the necklace, tagged the necklace. Kind of as if I got gifted it or it was my friend's brand. I'm like, this is so cute. Nothing really inconspicuous. I Didn't want people to know it was my brand. So, like, I really went about it the other way. I think most people. And I think that's so good. And I always try and tell people that because I think a lot of people are always, like, well, easy for you. You have followers. Or, like, well, easy for you. There's another reason. And it's like, well, I didn't use the followers to do it, to do the actual brand. So I think that's really interesting. But I. While I didn't use my followers to, like, promote the brand to them, I used what I thought they liked because they liked my style to then, like, create something that I liked that then I thought people would like. If that makes sense.

[Liv Kroz]

It does. And I also think at the end of the day, no matter who you are, no matter how many followers you have, if the product's not good, it's not going to resonate totally. I think for you, the product was good.

[Pia Mance]

That's the thing people always say to me, like, well, how do you think? What. What's the reason? How did it get big? How have you done it? I'm like, I'm sorry. It all comes down to the product. It literally all comes down to the product. And I guess the way you market it, you can have the world's most amazing product, but if you don't market it right, that's not good. You can't market yourself out of a bad product. Like, if you don't. If your product isn't hitting, I don't know if there's hope.

[Liv Kroz]

100%.

[Pia Mance]

Yeah.

[Liv Kroz]

I love that you first posted on Instagram inconspicuously because that's like my, like, secret fantasy. Like, that's my fantasy would literally be. Some people in this world are. Have way bigger fantasies than me. I can't believe I'm saying this is my fantasy, but my fantasy is like, starting a brand, having no one know that it's mine, and just, like, casually posting it on my Instagram and people finding it and being like, oh, I really love this.

[Pia Mance]

That's the way to do it. I couldn't agree more, because then all.

[Liv Kroz]

Of a sudden, it's like, you just started an influencer brand and you really pigeonhole yourself into that.

[Pia Mance]

And also, I think. I think it's really interesting because I think if I posted it at the start, maybe I would have got more sales on day one and day two and day three. But then they'll drop off. Like, your followers want to try it first, but are they still interested in the brand. Whereas if it's the other way, you're really growing this like organic brand of people that love brand, they don't love you. And another thing is I was also kind of self conscious about it because at the start I was hand making every necklace. So I was like, well, I don't know, I just don't want people to like come after me for the a lost package, me personally, or come after me for a broken necklace, me personally, and say like, Pierre, what are you going to do about it? So I was kind of like, I'm just going to leave it to Heaven Mayhem. And then eventually I just started like drip feeding it in a little bit, A little bit. And then in a few Q and as. Even now if I do a Q and A, people will be like, wait, wait, wait, wait, wait. What did I miss? You only have a Mayhem. I'm like, I'm glad, I'm glad you like haven't caught up. But now it's like in my bio and now I'm obviously really proud of it. So I'm like, okay, let's go.

[Liv Kroz]

Right? It's a good tactic.

[Pia Mance]

Yeah.

[Liv Kroz]

Why jewelry? Where did that come from?

[Pia Mance]

I just always been an accessories girl. I always wanted to do something for myself and have something for myself. And I had the idea of this pendant necklace. I was like, oh, I, I want to do that. I, I want that necklace. And it was really easy because I was hand making it. So it's not as if I was like, oh, how do I design it? How do I get a formulation for this product? Like it was so easy because I'm like, I see the pendant, I see a cord, it's anyone can tie it on. So then I'm really glad I've gotten out of that now because I think that just it wasn't really a sustainable business model. Firstly hand making everything and secondly, it was too volatile. Anyone could just kind of take that. I didn't really have much identity. Like anyone can just make their own sort of. Even now it's like there's so many earrings out there now, like Heaven Mayhems or like there's so many dupes. But it's like, but you are probably buying Heaven Mayhem because firstly the quality and the fact that it's actually Heaven Mayhem. And it's like if you know, you know and you have access to all our styling content in our blog and our email list and it's just like a community and a vibe rather than just like a gold pair of earrings.

[Liv Kroz]

Right?

[Pia Mance]

So I think that it was good that I transitioned out of the necklaces because I made it really like a legit brand.

[Liv Kroz]

What was the first thing you did when you knew you wanted to start the brand? I often reflect on my experience being in college and wanting to start, like, a fashion blog and being like, where do I start? Like, what do I begin? And I. My first thing was, like, forming an llc, but, like, what was yours?

[Pia Mance]

Okay. So I went about it a little bit differently. My, like, literal life motto is done is better than perfect. And it just, it transcends my entire life. And I just like to get shit done and get shit out there. So I started the brand and I just hand tied the necklaces, put them on Instagram and made a Shopify. Didn't have an llc, didn't have a trade, nothing.

[Liv Kroz]

You were just like, let's run it.

[Pia Mance]

Didn't have a business plan. Paid for 12 months of my Shopify subscription, $30 a month. And paid for my Canva subscription and paid for the pendants in the court.

[Liv Kroz]

That was Canva, by the way. The Canva hive is crazy. Canva.

[Pia Mance]

It's changed my life. I don't have a graphic designer. I do all my own graphics on Canva.

[Liv Kroz]

If someone was to ask me, like, what's a resource right now that you wouldn't give up? I'd say Canva.

[Pia Mance]

I'd say canva, canva and YouTube. And I mean, I guess Google, like, changed my business, but Google's like, yeah. You know, it's like, well, everyone needs it.

[Liv Kroz]

Yeah.

[Pia Mance]

For everything.

[Liv Kroz]

No, but as a business owner, Canva. Like, I made business cards on Canva.

[Pia Mance]

Yeah.

[Liv Kroz]

I made everything for this podcast on canva. I made 90% of the stuff for my wedding on Canva. Like, Canva. Everything. Yeah.

[Pia Mance]

All our designs. Like, I make all the tech packs. I make every logo, every website, every. Everything. Like, literally everything. So I think what I'm trying to say is I started really, really small. There was no business plan. I think there's so many ways that you can do things and there's literally a hundred ways that you can start a brand. So there's no right or wrong. But I like the way I did it because it's very accessible. I started with $900. You don't need a business plan. You don't need to go to uni. You don't need an advisor, investor, anything. You just need to start and you just need to get it done. That's why I'm saying done better than perfect. Because do I like those necklaces now. No. Literally, no.

[Liv Kroz]

I mean, you couldn't pay me to listen to my first few episodes this podcast. It's torture.

[Pia Mance]

Oh, totally. I think evolving is a really good tip. When we now release new products, we always get, like, the lowest we can. I mean, sometimes I'm like, I know this is going to go crazy. We can order more, but usually we always test, like, see what people, like, always respond to feedback. If people like, oh, we want clip ons, we're going to do more clip ons. If people want.

[Liv Kroz]

People want clip on. Yeah.

[Pia Mance]

Because they don't want their ears to droop. Why? You would never wear a clip on.

[Liv Kroz]

I mean, I have so many clip ons because I have a lot of vintage earrings and I just. People keep saying, like, oh, go get. Go put the. What are they called?

[Pia Mance]

A post. Like a post. Go get a post.

[Liv Kroz]

Yeah. And I just haven't done it yet. But I hate a clip on.

[Pia Mance]

I know. Because they pinch.

[Liv Kroz]

They pinch and I actually like it. It's just like, they're hitting a nerve for sure. And, like, I don't realize that I'm in a bad mood, but I'm actually in a bad mood because the earrings pinching my ear.

[Pia Mance]

Yes. Look, I will say we.

[Liv Kroz]

It's like having a bad blister. It, like, it ruins your night.

[Pia Mance]

Yeah. We have this little silicon pad on ours so that they're a little bit more soft and comfortable.

[Liv Kroz]

Okay. But.

[Pia Mance]

But still, I don't really enjoy a clip on. I do with a huge earring because I'm like, I don't want to pull.

[Liv Kroz]

Yeah. But I know someone who just got their ears redone because of that, and I'm obsessed with that.

[Pia Mance]

Yeah.

[Liv Kroz]

My clip ons, I spray hairspray on them, and that's how they don't move.

[Pia Mance]

Oh, that is so clever.

[Liv Kroz]

Yeah. Because it gets sticky.

[Pia Mance]

Wow.

[Liv Kroz]

Yeah. Come on, jewelry girl. Tip. Yeah, Take it, take it. Yeah, no, you gotta put a little hairspray on the clip on and, like, let it dry a little bit because if it's obviously wet with hairspray, it'll slide.

[Pia Mance]

Yeah.

[Liv Kroz]

But let it, like, grip to your ear and that thing's not moving.

[Pia Mance]

Wow.

[Liv Kroz]

So I've seen your earrings everywhere, obviously, as I mentioned, revolve on you right now. I feel like everyone is always talking about them. And I've seen your jewelry go viral. Like, I've seen it on Kendall Jenner. I've seen it on Hailey Bieber. Is there something that you think you did that made your earrings and brand go Viral, Quicker.

[Pia Mance]

Honestly, I don't know. And it's really crazy because I want to start my next brand. I want to do new things and I'm like, how the fuck am I.

[Liv Kroz]

Going to do it? Like I don't know the next brand.

[Pia Mance]

Yeah, I mean I think I've got this bug now that I'm like, oh, I'm, you know, not on to the next. But just like in addition, we're going to have to start cooking up a few more things and this would be.

[Liv Kroz]

A completely different brand. Different.

[Pia Mance]

Different thing. Yeah, completely different thing.

[Liv Kroz]

Won't say under the one roof.

[Pia Mance]

No, no, no, no, no.

[Liv Kroz]

Okay.

[Pia Mance]

I probably so not only will I start a couple of other legit brands, but I'm also going to start a couple of side hustles that no one will know about, but they will be a product based business that will be small ish. And yeah, no one will know about them and I'll do them soon.

[Liv Kroz]

The secret side hustles crucial.

[Pia Mance]

Yeah. So that, that'll be fun. But I think I don't know how to replicate this viral feel. I will say that sometimes I'm kind of like manifestation energetic and I'm like, I have worked so hard my whole life. Like I really go above and beyond in everything. And before Heaven Mayhem, it's like it wasn't quite fitting. The puzzle piece wasn't quite fitting. Even though yeah, I was receiving some success and this was good, but it wasn't like I was at the peak or I wasn't doing what I truly doing as much as I wanted to do, I wasn't at the place I wanted to do. And I kind of feel like with Heaven Mayhem at all just slotted into place and it's like all my previous hard work and all these other fields have like met me and have a mayhem, it's very hard to explain, but I think it was that plus a perfect storm of Hayley wearing Matilda Jeff posting amazing influences Revolve. Reaching out, shop up, reaching out and just being on like the right sites, the right time, people on TikTok and just like the whole storm of it. If I had to do it again, I don't know really the formula. I just roll with it. And another thing I always say is like, I really have no idea what I'm doing, but I know what to do. Like I know every step I'm like, this is the to do list. The plan is unsure, but it will end up being the right thing.

[Liv Kroz]

I'm curious now, did any of these influencers Were they wearing them before the revolve?

[Pia Mance]

Yeah, if you were wearing them before revolve, revolve.

[Liv Kroz]

A good lesson in like striking why the iron's hot. It's like, you see this current moment, don't let it pass you by. And that this is like what I usually say to people. It's like, do you think the stylist relationships are everything?

[Pia Mance]

Yeah, I think so. I think so, yeah. We have like a lot of stylists reaching out and I should probably actually harbor those relationships more. Like take them for coffee. Really, like actually do it. But I'm just. I give them what they want. I'm like, yeah, sure, we'd love to. Whatever you need. We'll uber package it. We make it easy. I think it's really been so helpful and I hate to say it, but being in la because having the ability to be like, oh, you need something by calling tomorrow, we can just drop it today, we can uber package it. You know, it's not like it has to come from Australia or London and blah, blah. So that's been really helpful. We just have a lot of stylists, like, cold emailing. I remember we had. The subject was like, Emrata for her Maybelline shoot or something. I'm like, sure, like, we'll take everything. But then I'm thinking, like, I always am very low key. I'm like, you know, yeah, they asked for it. They also pulled 100 other things. And then she's wearing it in daily mail on the streets of New York, shooting it. I'm like, that's crazy. So it's all worked out. I think the biggest has been Hailey Bieber wearing it, which happened in person because her friend Justine bought the earrings. And then I saw them at actually Community Goods, out of all places. And I just was like, well, I'm not the kind of person to go up to a celebrity. And I feel as though those girls have so many people coming up, like, oh, I have a brand. And they're probably just like, eye roll, leave me alone, I'm with my friend. But I went up to Justine and was like, thanks for buying and supporting. I've seen you wearing them. Can I send you some more? Like, whatever you want. I DM'd you. You didn't reply. And then Haley was like, oh, that's so sweet. Like, you have a brand. I was like, well, yeah, if you'd like anything, you let me know. But I was really talking to Justine and I think that that was kind of the difference. It wasn't Like, I was fangirling over Hayley, which I think was important. I was like, truly. I felt like I was allowed to be there because she had spent a significant amount in my brand. And I'm, like, going to thank her. Like, it just is like a human interaction.

[Liv Kroz]

Absolutely.

[Pia Mance]

It all aligned very serendipitously. Like, right after they got back from the trip that Justine was posting them all. So it all really aligned. And the next day, her stylist reach out and were like, haley specifically requested Heaven Mayhem. And then I said. I was like, yeah, yeah, sure. They were like, can you bring it to her house today? I'm like, yeah, yeah, on the way. Like, that's another ease of being in la. But then I said to the stylist after, like, wait, so can you just give me the rundown? Like, what do you mean she specifically requested. And she was like, she specifically requested your brand. And I'm like, okay, can I have some more information on, like, how it went down? But I didn't push it. So, yeah, I guess that helped. And then she wore the earrings, and then it kind of just snowballed from there.

[Liv Kroz]

I. I love that story. Because you were just like, I'm just going to have this very human interaction. I'm not going to, like, sell anyone. I'm not going to pitch anyone on the spot. I'm just going to go think a customer.

[Pia Mance]

Yes.

[Liv Kroz]

For buying my brand.

[Pia Mance]

That's actually how I do everything with influencers now. I've never in my life, I'll say to an influencer, like, I'd love to send you some stuff. Like, you have the best style. I love your style. Usually from my personal account, not Heaven Mayhem. And then I'll send it to them. And, like, maybe. Maybe if I thought that the package got lost or there was a problem or they had questions, I'll check in. Like, hey, did it. Did you get it? Never in my life will I be like, hey, when are you going to wear it? Hey, did you receive. Hey, have you styled it yet? When can I expect a post? Never in my life. And I think the point of me giving Heaven Mayhem to anyone is because I'm like, I would die to see you in it, because I think you're the coolest and I love my brand and I want you to wear it. So, like, that lights me up, not the fact that you're going to post it. And I think people get that energy and they're like, oh, I want this gift from you, not this, like, transaction.

[Liv Kroz]

I can't help but think about how vintage is trending in fashion so much right now. And Heaven Mayhem, like, came around right at the right time. Like, you guys have such a great vintage ethos. Like, everybody wants to be wearing vintage or archival. Like, even look at the Met Gala. Like, it's such a moment. Why do you think vintage jewelry specifically is really having this moment?

[Pia Mance]

I think a couple of reasons. One, I think people are over the hoop. Like, everyone was wearing the dainty little necklace. The dainty. Oh, you're kind of dainty today. And I like it. I'm.

[Liv Kroz]

This is just my everyday, every day.

[Pia Mance]

Yeah, it's an everyday, dainty moment.

[Liv Kroz]

Yes. And I wear these every day. If I don't have a good everyday stack, I will not have earrings in and the thousands of holes in my ear will close.

[Pia Mance]

Yeah, same. I've got a lot too. Yeah.

[Liv Kroz]

I need like an everyday. I do. I have a lot of Heaven Mayhem. I wear a lot of like big chunky pieces often.

[Pia Mance]

But I think those like kind of mid size hoops was all the rage. Like a silk bun in a gold hoop.

[Liv Kroz]

No, a gold hoop I actually got. It's so funny, the other day I was looking in my jewelry door and I was like, I have five gold hoops I've never worn.

[Pia Mance]

Yeah.

[Liv Kroz]

It was an era.

[Pia Mance]

It was an era. And then what was after that? Nothing for like what we doing. And so I think Heaven Mayhem really struck while the iron was hot, as they say. If that's what they say. I'm always messing up my phrase.

[Liv Kroz]

American slang. Striking while the iron's hot.

[Pia Mance]

Oh, so I got it right.

[Liv Kroz]

You got it right.

[Pia Mance]

Well, I think we just really nailed it at right time, right place. Like, everyone was into the vintage. It was something new. It was fresh. It was a very unique and statement, distinct product. Like, it was very obviously a moment. And I also think vintage. Yeah, I think everyone wants to wear it now. But the coolest thing about vintage things to me and vintage inspired designs is that they're always cool.

[Liv Kroz]

Yeah.

[Pia Mance]

Like, whether they were. They just always come back around.

[Liv Kroz]

Like, the earrings you're wearing now are forever.

[Pia Mance]

Yes, forever. And I would keep these for my daughter, but my mom would also wear these.

[Liv Kroz]

Right.

[Pia Mance]

Which I love that. And I think it doesn't have to be actually vintage, but like inspired by those design elements that are really timeless. And also like the. The quality, I guess it's great quality. It lasts. That kind of thing, I think is all the ethos of Heaven Mayhem.

[Liv Kroz]

Completely agree. I love the intergenerational thing. I Think that that's always. If you can have three different generations wearing your product, it works.

[Pia Mance]

Yeah.

[Liv Kroz]

I also think that the vintage jewelry specifically is having this moment because I do feel like fashion has become very essentials driven. Like even like you and I today are in very like capsule wardrobes. Capsule wardrobe vibes. Like you're in a great trench coat. Where's this trench coat from?

[Pia Mance]

Oh, Camilla and Mark Icon.

[Liv Kroz]

So good.

[Pia Mance]

The best. Highly enough about this brand.

[Liv Kroz]

And where are these like perfect black logo boots from?

[Pia Mance]

The boots. Acne.

[Liv Kroz]

Okay. Yeah.

[Pia Mance]

Love them.

[Liv Kroz]

Makes sense.

[Pia Mance]

Do you want the whole fit?

[Liv Kroz]

Yeah. I want the jeans too because you've got great jeans on the jeans.

[Pia Mance]

A girlfriend from Revolve. Love. I've seen it like a Kate dupe. Yep. Love them.

[Liv Kroz]

High waisted.

[Pia Mance]

High waisted. Really, really long because like for the tall girls.

[Liv Kroz]

Yeah.

[Pia Mance]

The T shirts are turned. Do you have stuff from a town?

[Liv Kroz]

I do. I actually, I actually my first job in fashion was working for Chloe.

[Pia Mance]

No way. Best brand. Love it.

[Liv Kroz]

So good.

[Pia Mance]

And then the earrings and the bell to have a mayhem. Love.

[Liv Kroz]

Yeah, yeah.

[Pia Mance]

Simple. That's what I'm trying to do. I'm trying to be a simple girl. I have a uniform. I have stuff that anyone can wear. It's not like, yep, it's crazy out there. And no one can. Someone can't think like, oh, that would never suit me. Like literally this outfit would suit anyone. But we jazz it up with the accessories and then that's how we say like, oh, you got to get. You have.

[Liv Kroz]

Ma', am, what do you feel like is going to be the jewelry of the summer?

[Pia Mance]

I have some fun necklaces coming for the summer necklace.

[Liv Kroz]

Summer for me is like the time where I'm like, I want to layer all the necklaces.

[Pia Mance]

So I don't really want to wear an everyday necklace. The thing is I get kind of itchy, hot, sweaty. I'm like, get the fuck over the necklaces.

[Liv Kroz]

Same thing with bracelets.

[Pia Mance]

I can't do it.

[Liv Kroz]

I feel like I'm a very mobile person. It's like I hear them moving. I hate.

[Pia Mance]

I can't do it. I feel uncomfortable. Unless someone is getting me a full tennis necklace, I won't be wearing an everyday necklace. However, I have some really fun necklaces for summer coming. Coming in a couple of weeks. Like a month actually. And they're just fun. It's like strapless top, tan necklace. That'll be it. I have fun thoughts around this. I'm also going to tease this new earring that I'm Bringing out has fabric on it, so it's not necessarily for summer.

[Liv Kroz]

Okay.

[Pia Mance]

But I think this earring will be, like, an amazing wedding look, a summer night look. I think it's just, like, a bit fun and different, as opposed to the regular just gold and silver. It's like bringing in some color with fabrics. And then later this year, I have two new, completely new secret product categories coming, which I'm hoping one can kind of launch in time for summer. And I think it'll be really fun.

[Liv Kroz]

In the jewelry space.

[Pia Mance]

Yeah, in the jewelry space, but it's kind of like in the accessory space.

[Liv Kroz]

Fine. That's great. That's all under your umbrella.

[Pia Mance]

It's all under my umbrella. Heather Mayhem is becoming an accessories brand we're moving away from. To be honest, we're pretty much just a earring brand at the moment. And then we have belts. Only earrings and only belts. Like, we don't really have any necklaces or bracelets.

[Liv Kroz]

Sunglasses. Yeah. Bags.

[Pia Mance]

You can do the whole thing. There's a lot of things we can do.

[Liv Kroz]

I think jewelry, to me, is so personal.

[Pia Mance]

Yeah, it is.

[Liv Kroz]

And there are so many options for so many different people and, like, the way that they like to dress. What's your best tip? If someone's like, I don't know what my jewelry personality is like, how do you help someone find that inner jewelry self?

[Pia Mance]

I think some people are scared of a statement earring, and I think you've got to start a little bit smaller. We have a product called the Ribbed, which I love because it's very inconspicuous. I wear it every day. It's very lightweight. So I think you got to start a little bit smaller.

[Liv Kroz]

What about mixing metals? Are you pro. Mixing metals?

[Pia Mance]

Yes.

[Liv Kroz]

I love.

[Pia Mance]

I'm all for it.

[Liv Kroz]

Give us the best tip. I actually see now you've got gold earrings, silver.

[Pia Mance]

No, I've got. Oh, yeah, yeah. I've got gold belt, gold earrings. The thing is, my. My wedding ring, my engagement ring, silver. The watch I used to wear all the time is gold. My. You know, it's like, okay, you've already mixed. This is why I came out with mixed metal earrings with Heather Mayhem, because it's like. I know we all have, like, a bracelet from our family that we have to wear is silver, but then the watch is gold, and you're just like, which earrings do I wear? You know, so it's really amazing, but I also don't really care. I have no problem with it. I know a lot of people are, like, very particular about it, but I personally think it's fine. And I think it's like done is better than perfect. Like, there's so much that I just don't really care about. It's all good.

[Liv Kroz]

I think my thing with mixing metals is if it's all dainty, it works. If I'm wearing like a giant gold earring and like a giant silver watch, I don't love that.

[Pia Mance]

Yeah, there does need to be a bit of the meshing. I wouldn't wear a huge silver belt and huge gold earrings. You're right.

[Liv Kroz]

Yeah. Since launching a brand in fashion, if there was one thing about being in fashion that you could change, what would it be?

[Pia Mance]

I guess I would try and remove dupe culture. I think it gets kind of annoying and it's become really funny. Like, I feel two years ago, three years ago, if you were getting like a YSL dupe, you would be embarrassed. Like, oh, I'm wearing a fake, but it's not a fake, but it's like a ripoff. And it's like you would be embarrassed to have even bought them. But now people like, I was going to get these YSL flats the other day and I showed my friend, she's like, just get the dupes at 200. And I'm like, that's like so welcomed these days. And I think that's all good and well when it's like a huge brand, but I, I think I just like to support the original creator.

[Liv Kroz]

Thanks so much for coming on.

[Pia Mance]

Thanks so much. For me, it was really fun. It went by like a little breeze.

[Liv Kroz]

I know. It actually did go by so fast, so thank you. Thanks.

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