She Turned Handmade Jewellery Into $10M Brand | Pia Mance

Pia Mance started Heaven Mayhem in 2022 with just $900 and scaled it into a $10M accessories brand in under three years. In this interview, Pia breaks down the scrappy steps she took to launch her first collection, the grassroots marketing hacks that made her products go viral, and how celebrity moments like Hailey Bieber wearing her designs gave the brand instant credibility. From handmaking necklaces in her living room to building an accessories empire stocked in global retailers like Selfridges, Pia shares exactly how she grew fast without outside investment—and the mindset shifts that kept her moving forward. What you’ll learn from this interview: • How Pia launched Heaven Mayhem with just $900 • The scrappy tactics she used to get her first sales • Why “done is better than perfect” became her growth mantra • How grassroots marketing can look like a $50K campaign (on a $300 budget) • What happened when Hailey Bieber wore Heaven Mayhem • How to scale products from handmade to factory production • Why community-first brand building is more powerful than metrics • How she scaled to $10M in revenue without outside funding By the end of this interview, you’ll walk away with a proven blueprint for taking an idea from scrappy beginnings to a multi-million dollar brand—so you can apply the same principles to your own eCommerce journey. SAVE 50% ON OMNISEND FOR 3 MONTHS Get 50% off your first 3 months of email and SMS marketing with Omnisend with the code FOUNDR50. Just head to https://your.omnisend.com/foundr to get started. HOW WE CAN HELP YOU SCALE YOUR BUSINESS FASTER Learn directly from 7, 8 & 9-figure founders inside Foundr+ Start your $1 trial → https://www.foundr.com/startdollartrial PREFER A CUSTOM ROADMAP AND 1-ON-1 COACHING? → Starting from scratch? Apply here → https://foundr.com/pages/coaching-sta... → Already have a store? Apply here → https://foundr.com/pages/coaching-gro... CONNECT WITH NATHAN CHAN Instagram → Instagram: nathanchan LinkedIn → LinkedIn: nathanhchan CONNECT WITH PIA MANCE Website → https://heavenmayhem.com/ Instagram → Instagram: piamance LinkedIn → LinkedIn: piamance 00:00 – How Pia Mance Turned $900 Into a $10M Accessories Brand 01:06 – From Modeling & Influencing to Founding Haven Mayhem 02:52 – The Scrappy $900 Launch Strategy (No Investors) 05:55 – Early Drops, First Sales & Finding a Breakout Product 11:28 – Scaling From Handmade Pieces to Factory Production 13:55 – Hitting $50K in 6 Months and $2.5M in Year One 16:13 – Branding on a Budget: Canva, VHS Cameras & DIY Design 19:21 – Why “Done Is Better Than Perfect” Fueled Rapid Growth 23:13 – How Hailey Bieber Helped Put Haven Mayhem on the Map 27:19 – The Power of Influencers, UGC & Lo-Fi Content 31:05 – Expanding Into Watches, Laptop Cases & Accessories Empire 39:38 – Hiring, Personal Brand Power & Building a Dream Team 45:03 – Founder Routines, Productivity & Loving the Work 47:17 – Community Building vs. Just Selling Products 51:07 – Long-Term Vision: Becoming the Go-To Accessories Brand 52:55 – Pia’s #1 Piece of Advice for New Founders FOLLOW FOUNDR FOR MORE BUSINESS GROWTH STRATEGIES YouTube → https://bit.ly/2uyvzdt Website → https://www.foundr.com Instagram → Instagram: foundr Facebook → Facebook: foundr Twitter → Twitter: foundr LinkedIn → LinkedIn: foundr Podcast → https://www.foundr.com/podcast