Pia, how did Heaven Mayhem start?
We're a vintage-inspired accessories brand that began with earrings and has expanded to include a range of accessories aimed at offering something timeless for everyone. I started two and a half years ago on my bedroom floor, hand-making necklaces from pieces I found at flea markets around LA. What started with practically nothing has grown into a big brand I'm incredibly proud of.
What was your first step in creating your business?
Step one was literally finding pieces at LA markets, buying a cord on Amazon, making something I liked, and wearing it. From there, intuitively, I knew my next steps. I subscribed to Shopify and Canva to get my business online and handle basic branding myself without investing heavily upfront.
How did you approach branding at the beginning?
I invested in nothing but the essentials at first—just Shopify for selling and Canva for graphics. Since I'm always changing my mind, investing heavily in branding from the start would have been a waste. As we've grown, we've invested in photo shoots, but the core of our brand comes from every action we take, not just the visuals.
What's the key to developing products that resonate with your audience?
It's about creating products that we love. If we believe in something and find it cool, we're confident others will too. We focus on what feels right rather than trying to tailor our products to imagined customer desires, which keeps our brand authentic and aligned with our true vision.
What advice would you give to new entrepreneurs?
Start simple and learn as you go. Don't wait for everything to be perfect. Invest in understanding every part of your business yourself—from setting up your online store to running ads. This knowledge will empower you to make informed decisions and recognize good work when you see it.
How has your branding evolved?
My direct approach has helped keep our branding clean, modern, and timeless. Initially, all branding efforts were DIY on Canva, but as we've grown, we've been able to invest more in refined branding that still reflects the core of who I am and what Heaven Mayhem stands for.
What's coming up for Heaven Mayhem?
We're always expanding our product lines and just unveiled our latest addition—sunglasses! Our approach to new products remains the same: create what we love, and trust it will resonate. We're also focusing more on interactive customer experiences, like pop-ups and community events, to bring our brand directly to our fans.
