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

The Foundr Podcast with Nathan Chan

Nathan Chan

Marketing, Business, Entrepreneurship

4.8 • 662 Ratings

🗓️ 10 October 2025

⏱️ 53 minutes

🔗️ Recording | iTunes | RSS

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Summary

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-start-application → Already have a store? Apply here → https://foundr.com/pages/coaching-growth-application CONNECT WITH NATHAN CHAN Instagram → https://www.instagram.com/nathanchan LinkedIn → https://www.linkedin.com/in/nathanhchan/ CONNECT WITH PIA MANCE Website → https://heavenmayhem.com/ Instagram → https://www.instagram.com/piamance/ LinkedIn → https://www.linkedin.com/in/piamance/ FOLLOW FOUNDR FOR MORE BUSINESS GROWTH STRATEGIES YouTube → https://bit.ly/2uyvzdt Website → https://www.foundr.com Instagram → https://www.instagram.com/foundr/ Facebook → https://www.facebook.com/foundr Twitter → https://www.twitter.com/foundr LinkedIn → https://www.linkedin.com/company/foundr/ Podcast → https://www.foundr.com/podcast

Transcript

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0:00.0	Hey Founder Fam, I want to talk to you about something super exciting. We're officially partnered with Omniscend, the email marketing and SMS platform built specifically for e-commerce founders. We've been recommending OmnisCent to Founder students for a while now because it just works. Whether you're launching your first store or you're scaling the seven figures, it really helps you automate your marketing and get real results.
0:24.0	Did you know on average, Omnysend customers make $68 for every $1 they spend, which is an insanely good return on investment.
0:32.6	And because you're part of the founder community, you get 50% off your first three months with the code Founder 50.
0:39.3	Just head to Omnysend.com forward slash founder without the E to get started. All right, now
0:46.2	let's jump back into the show. How do you turn just $900 into a $10 million accessories brand
0:52.9	in just under three years? Well, that's the story of
0:56.1	today's guest, Pia Mans. She's the founder of Heaven Mayhem, which is a bold, fashion-forward
1:01.0	accessories label that's gone from handmade jewelry to being stocked in self-fidges and worn by
1:06.4	celebrities like Haley Bieber, Emily Radikowski, and Lori Harvey. And in this episode, you're going to
1:12.2	learn how Pia launched without outside capital, the scrappy grassroots tactics she's used to
1:17.5	make her brand look bigger than what it was, why Dunn is better than perfect and how it's
1:22.4	fueled her rapid growth and how building true community, not just customers, has become her unfair advantage.
1:29.6	So if you want to build a brand from scratch and scale it into something remarkable without
1:35.4	much capital, then this is the interview for you.
1:38.8	Hear the stories. Learn the proven methods and accelerate your growth and future through entrepreneurship.
1:46.5	Welcome to the founder podcast with Nathan Chan.
1:52.6	First of all, Pierre, welcome.
1:54.8	The first question that I wanted to ask you is from modeling and influencing to founding heaven mayhem, what pivotal moment made you
2:05.8	decide it was time to build your own brand rather than being the product of other people's
2:11.6	businesses? Yeah, I think for me, it was no pivotal moment, but just like tiny little life
2:17.1	experiences my whole life.
2:18.6	I've been modeling since I was like 12. I have been with my husband since, well, we met
	...

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