Shopify Masters I Scaled From Handmaking Each Piece to $10 Million in 3 Years
Mar 3, 2026
Pia Mance, founder and creative director of Heaven Mayhem, turned handmade jewelry into a $10M accessories brand using community-driven design. She discusses building a brand world with content, events, and a distinctive identity. Pia explains scaling from handcrafted pieces to factories, influencer-fueled virality, and using launches and popups to keep customers engaged.
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Celebrity Halo Helps Perception Not Immediate Sales
- Celebrity wear creates halo perception but is not a reliable silver bullet for immediate sales.
- Pia notes major celebrities wear the brand yet daily unit sales often remain unchanged after those sightings.
Pitch Press For Shopping Roundups
- Pitch press selectively around launches and product roundups where publications can earn affiliate commission.
- Pia sends quick blasts for launches aiming for shopping roundups in outlets like Vogue that link and drive incremental sales.
Celebrate Celebrities Without Advertising Claims
- Share celebrity sightings but avoid over-relying on them and never imply endorsement in paid marketing.
- Pia posts excitedly about celebrities wearing the brand but avoids using likeness in ads because it's illegal and risky.