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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Launch Cheap, Test Fast
- Start with extremely low overhead: source vintage pieces, handmake, and use basic Shopify to test demand.
- Reinvest early sales to buy better tools and scale production incrementally.
Do Non‑Scalable Outreach
- Do things that don't scale: personally DM people who like your posts and follow up on interest to convert early customers.
- Use scarcity by small initial drops to create urgency and learn what sells.
Happy Accident Became Best Seller
- A mistaken batch of smaller pendants became the brand's breakout seller after she pivoted quickly.
- That stock sale funded moving from one‑off pieces to factory production in China.
