BEHIND HEAVEN MAYHEM'S NEW LAUNCH⌚
THE INSIDE SCOOP FROM PIA MANCE
It's no secret that the world is experiencing a great deal of fatigue with celebrity and creator-founded brands. While we won't go into all the details, it seems that the most successful of these brands are the ones consumers are initially unaware were founded by a celebrity or creator. In fact, their strength lies in their ability to stand strong on their own, achieving cultural relevance and recognition without relying on the founder's face or platform to sell the product.
This is certainly the case with Ouai, a brand we admittedly realized very late was founded by the iconic Jen Atkin. BÉIS is another great example - many people we've talked to had no idea the brand was founded by Shay Mitchell. There are countless other examples, but today we want to focus on Heaven Mayhem, the celebrity-loved jewelry brand founded by model-turned-influencer Pia Mance.
There’s a good chance you’re already familiar with the brand, not only because of Pia or her social media presence, but because you’ve seen her pieces worn by celebrities like Hailey Bieber, Rosie Huntington-Whiteley, and Matilda Djerf. Just last week, the brand made headlines not for another viral piece, but because they announced their launch into an entirely new category: watches:
The expansion makes perfect sense - it's another way to solidify their presence in the accessories market. The design and quality of the hardware reflect the brand's commitment to creating elevated, well-crafted pieces that are both beautiful and functional. Despite the clear brand alignment, we had some questions about the campaign and had the honor of discussing them with Pia:
What inspired the creative direction for this campaign, especially the playful use of watch straps as belts?
Why did you choose to highlight these specific women, and how do their respective watch strap colors tie into their stories?
How will the brand amplify this campaign post-launch? Will you be leveraging out-of-home advertising and partnerships?
…and so much more! Before we dive in, here's some background on the brand for those who might be unfamiliar:
Remarkably, the brand is very new, having been founded just last year in Los Angeles, California. In a world obsessed with elevated yet minimal capsule wardrobes, the brand advocates using accessories to inject individuality and personality into any outfit while maintaining a sense of luxury, quality, and sophistication.
Their new watch collection embodies these principles, combining the charm of vintage design with modern functionality that remains accessible. Aside from the gold-plated dial and signature engraving on the back, the true standout feature is the set of four interchangeable straps, each inspired by an iconic woman:
Bruni - Brown Pebbled Leather
Monroe - Burgundy Red Alligator Style Leather
Diana - Emerald Green Alligator Style Leather
Kelly - Black Alligator Style Leather
(The interchangeable straps are really taking us back to our childhood. Anyone else?!)
We highly recommend exploring all of Heaven Mayhem’s pieces, especially their earrings, which we can't get enough of. Now, onto the main event of today’s letter: our interview with the one and only Pia Mance. Here’s everything she shared about the campaign, creative direction, amplification efforts, and more. Plus, at the end, Pia revealed her favorite piece from the new watch collection. Let’s get into it:
PEOPLE BRANDS AND THINGS: We love that the pieces in this collection pay tribute to four timeless, iconic women. Could you share more about how these women inspired you and how you matched them with their specific strap colors?
Pia Mance: Our 'Icon Watch' was designed to become a ‘new classic’ that can seamlessly slot into anyone’s wardrobe. We drew inspiration from iconic women of the 80s and 90s who remain influential and inspirational today, infusing their allure into the names of pieces in our collection. For example, our Monroe strap, in an elegant burgundy red color, is inspired by Marilyn Monroe's signature red lip. The Diana strap, in green, is inspired by Diana’s evergreen presence and legacy. The Kelly strap, in black, is inspired by Grace Kelly and her fashion legacy with the ‘little black dress’, epitomising elegance and simplicity.
These women inspire us in countless ways. Their timeless styles continue to significantly influence art and fashion today. Moreover, their personal stories, which highlight both vulnerability and strength, are sources of daily inspiration for me.
PBT: We'd love to learn more about the design of the timeface. Why did you choose this particular shape, why start with gold, and what overall inspiration guided the design?
PM: I wanted a classic, yet versatile timepiece that can stand the test of time. I went with the rectangle watch face, because it felt more elegant to me. Similarly, the leather straps is 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, and 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 favorite and our obvious choice. We will definitely consider offering a silver colorway in future watch styles.
The back of the watch face features a personalised engraved message handwritten by me, ‘Timeless Love’. I wanted every customer to have the feel that their timepiece was unique and personalized.
PBT: The creative direction behind the campaign is spot on, especially the use of straps as belts! Could you elaborate on your vision for the creative direction?
PM: We really wanted to showcase the versatility of the watches and while it is designed to be worn daily on your wrist, you can also wear it as a waist chain, belt, anklet. We wanted to highlight how effortlessly the Heaven Mayhem timepiece can integrate into your wardrobe, no matter how you choose to wear it. I can't take all the credit for the campaign images; I worked with an amazing team in Australia. Tabatha Turner styled and Jamie Heath was the photographer.
PBT: Can you share any details about how you plan to amplify this launch? Are there any partnerships or events in the works?
PM: We’ve been subtly teasing this ‘secret category’ for months, gradually increasing hints. We're thrilled to involve our community on this journey and participate in a guessing game on our Instagram Stories. As someone immersed in the creator world, I understand the value of partnerships, but I'm truly passionate about focusing on our Heaven Mayhem customers and community— they are our priority.
Another fun activation we’re doing is the ‘HEAVEN MAYHEM WORLDWIDE’ paste up posters. We’re putting our Watch Posters around our favourite cities across the world (Sydney, LA, NYC, London). We love guerilla marketing here at Heaven Mayhem – so keep an eye out on the streets.
PBT: What is your favorite piece in the collection, and how would you style it?
PM: The best feature of the Icon Watch is its versatility. The watch comes with a black strap attached, and additional straps are available for separate purchase, allowing you to customize your look day-to-day. I typically prefer the classic look and often wear our Kelly strap. However, with summer approaching, I've been drawn to the Bruni strap—a brown pebbled leather that adds a nice pop of texture to my outfits.
Submit a pitch: peoplebrandsandthings@gmail.com.