The Foundr Podcast with Nathan Chan 595: She Turned Handmade Jewellery Into $10M Brand | Pia Mance
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Oct 10, 2025 
Pia Mance, founder of Heaven Mayhem, is a dynamo who turned $900 into a $10 million accessories brand. She shares her scrappy strategies for launching products from her living room, including viral guerrilla marketing that earned her celebrity endorsements, notably from Hailey Bieber. Pia emphasizes that 'done is better than perfect,' using grassroots tactics to build a community-focused brand. From navigating factory production to balancing innovation with authenticity, her journey offers essential advice for aspiring entrepreneurs.
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Ship Fast, Improve Systematically
- Ship imperfect products and campaigns quickly, then iterate using SOPs and recaps after each launch.
- Treat "done" as a step toward better, not the final state.
Celebrity Moment From A Coffee Shop
- Hailey Bieber wore Heaven Mayhem after a friend purchased items and a chance coffee shop encounter led to gifting and stylist interest.
- The second clear earring photo led to a sell‑out of a small stock within days.
Clear Product Shots Drive Conversions
- Influencer/celebrity posts convert best when the product is shown clearly and demonstrates its use.
- Contextual, up‑close visuals create purchase intent more than vague lifestyle shots.
