The Glossy 50 honors the year’s biggest changemakers across fashion and beauty. More from the series →
If, over the past year, you’ve noticed seemingly everyone wearing chunky gold earrings that look plucked from your grandmother’s jewelry box, you have Pia Mance, founder of Heaven Mayhem, to thank for that.
Two-year-old Heaven Mayhem had an explosive year, with celebs from Hailey Bieber to Sofia Richie Grainge to Blackpink’s Jennie Kim wearing its earrings. Mance said celebrity placements don’t often move the needle, in terms of sales — especially when the star doesn’t tag the brand. However, they’ve proven huge for brand credibility, she said.
“Earrings keep the business running, and they’re what we’re known for. So we’ll continue to [make them] and keep innovating,” Mance said. “But I want Heaven Mayhem to be a well-rounded accessories brand. I want it to be the first [brand] you think of when you’re wearing jeans and a white tee and want to dress it up.”
This year, Heaven Mayhem launched new categories in rapid succession, which has fueled its growth — the brand has seen 250% annual sales growth in 2024. In July, it released the Icon Watch, which has sold out four times, plus three interchangeable straps. The collection’s launch campaign — featuring watches used as belts, chokers and anklets — marked Heaven Mayhem’s first content not shot by Mance on her iPhone.
In August came brooches, and in October came Book Boxes, a collection of jewelry boxes made to look like coffee table books. The idea was inspired by the coffee table books “no one reads” and the MatchesFashion boxes Mance once used as storage to avoid clutter, she said.
Next up, Mance is tackling eyewear, starting with a line of sunglasses in 2025.
