Perfectionism Is Overrated – Heaven Mayhem by Pia Mance

AW: The fondest memories you hold for jewellery is rummaging through your grandmother’s collection as a child. I often see a pattern of founders finding success in something they originally found joy doing during their childhood. Does Heaven Mayhem feel aligned for you?
PM: Heaven Mayhem feels totally aligned for me. From exploring my grandmother’s jewellery collection to scouring flea markets for unique finds from a young age, my interest in vintage has always been a part of me.

Today, I draw inspiration from the aesthetic appeal of vintage pieces and their timeless quality—how they remain ‘in style’ across generations. I cherish vintage hand-me-downs from my grandmother and plan to pass Heaven Mayhem pieces to my future child(ren). So, to answer your question, the concept of timelessness has always guided my creative process at Heaven Mayhem. If a design or category embodies ‘timelessness’ and enduring quality, I know it will fit perfectly within the ethos of Heaven Mayhem.

AW: You’ve shared that one of the brand’s best sellers is the mixed metal (Mini knot Mixed) earrings. How do you find the balance of supplying for your customers while maintaining the ethics of slow fashion?
PM: We work on a supply-and-demand model. I see the business benefit of having the item in stock as opposed to a made-to-order or pre-order model. However, we only buy as much stock as the demand. It’s a tricky line to walk as you never know if you have enough, but it’s much better than oversupply and waste!

AW: I was listening to a podcast you were on recently and it caught my attention when you said, “I had no idea what I’m doing, but I’ll figure it out.” That shows bravery and is also very Aries of you. What advice can you give to your audience who may also be tip-toeing around the idea of starting their own brand?
PM: I love that you’ve done your research! Yes, I preach this often: “Done is better than perfect.” When starting your own brand, the most important step is to dive right in. Trust me, you’ll figure out the rest along the way.

Our generation tends to make many excuses. We often stop ourselves from pursuing what we love out of fear of criticism or because the circumstances that surround us aren’t ‘perfect’. As long as you get it done and start the process, you can refine and tweak the details as you go. Besides, perfectionism is overrated, right?

I take pride in my involvement in my business. It’s not a one-time effort, but a continuous journey. From graphics to the website to product development, I am always working to improve and enhance everything, and there is no shame in that.

Another key piece of advice is to do everything yourself while you can. I started by hand-making every piece, packing every order, and managing every aspect of the business. Now, I’ve begun to hire a team, but that initial hands-on experience has given me immense confidence in the ability to run a company and lead a team.

AW: The content creator era of your career almost came accidentally as you were a model when the pandemic hit and brands were no longer able to produce campaigns in person. So instead of bringing you on set, they sent the clothes to you. When you first launched the pendant necklaces, everyone thought it was your best friend’s brand you were promoting. Do you think this business move allowed you to build loyal consumers who kept coming back for more?
PM: I’m unsure if [keeping my identity out of the company] helped establish a loyal consumer base, but it gave Heaven Mayhem its identity. Separating Heaven Mayhem from myself allowed it to exist independently and flourish. I only started slowly ‘soft-launching’ my involvement with Heaven Mayhem after its initial 10 months, which I did find to be a helpful strategy.

Suppose I were to start Heaven Mayhem all over again. In that case, I’m not sure which approach I would choose to launch a brand because having a ‘founder story’ and being present for your brand can be as powerful as establishing a distinct brand identity. I feel I navigated it well, although it may have been more by chance and luck!

AW: As a brand mainly focused on statement earrings, Heaven Mayhem also launched belts this year – which were sold out immediately. Do you see yourself expanding the brand to a wider range of accessories, for example, leather goods/handbags?
PM: Oh, we’re expanding, baby! There is so much in the works that I cannot wait to share. People can expect Heaven Mayhem to become the go-to destination for timeless accessories. We want to accessorise your life for any/every occasion! Such as adding flair to your wardrobe and purchasing a thoughtful gift for someone special. To get there, I would love to offer an accessory in every category… For context, I haven’t taken any funding, and the business is still small (but growing day by day!), so this won’t happen overnight, but it is the dream I am working towards.

AW: With the relaunch of belts, you’ve expanded to watches as well. The Icon Watch seamlessly blends into the rest of the collection as it’s minimalist and vintage references shine true to the brand’s ethos. Can you share the creative/development process for designing the watch?
PM: I wanted a classic yet versatile timepiece that could withstand time. I went with the rectangle watch face because it felt more elegant to me. Similarly, the leather straps are classic but bring a cool and understated vibe. We thought it was a great feature and add-on to make the straps interchangeable, adding versatility when selecting outfits. Plus, you’ll never get bored with your watch!

As to the dial, roman numerals add a touch of elegance. We also redesigned our logo to have a vintage feel rather than a strong, bold look, aiming for something that feels elegant and feminine. To me, gold felt more wearable. While we notice our customers also appreciate silver pieces, gold remains the clear favourite and our obvious choice. We will offer a silver colourway in future watch styles. The back of the watch face features a personalised engraved message written by me, ‘Timeless Love’. I wanted every customer to feel their timepiece was unique and personalised.

AW: With the launch of Heaven Mayhem Watches, can you share your vision for the HM woman? Who are you designing for when drawing inspiration?
PM: My vision for the HM woman is a timeless, chic, classic woman who feels confident and always put together. When designing, I am truly designing for myself. It’s a fine line to ensure the brand lives beyond me. However, every piece I design has so much love and thought behind it that I am beyond excited to live in it. When I get this feeling of excitement, I just know others will resonate and feel the same way. So, I suppose I am designing for myself and all other women who desire to be chic, timeless and classic in their style and approach to dressing.

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