Inside the $10M Rise of UK’s Viral Jewellery Brand Heaven Mayhem

It all started in 2022, when Pia Mance tried her hand at selling a handful of vintage pendants. What began as a small experiment has grown into a label with a loyal following and a clear vision for the future. Here’s what you need to know:

• Pia Mance started Heaven Mayhem in 2022 with $900 and vintage pendants from an LA flea market. The brand now generates $10 million in revenue and recently launched a pop-up in London's Selfridges.
• The brand's viral knot earrings, first worn by Hailey Bieber in 2023, spiked traffic and press attention. The "Hailey effect" led to Heaven Mayhem features in Vogue, Elle, Teen Vogue, and more.
• 80% of sales come from DTC via the brand's website, and 20% come from wholesale as the brand is stocked at Selfridges, Neiman Marcus, Moda Operandi, and Ounass (UAE).
• Earrings account for 50% of sales, watches account for 20%, and the rest of the sales are from sunglasses, belts, and other accessories. The brand is projecting 80% growth this year.
• Mance finds suppliers for new categories via word of mouth and has expanded her network through trade shows.
• To navigate shifting consumer sentiment, she finds that it's important to keep evolving her product assortment and wants to continue doing niche drops that sell out to show that the brand's products are special and not mass-produced.

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The Data Behind Heaven Mayhem

With smart product drops and heavy traction on TikTok and Instagram, Heaven Mayhem built a loyal following. Its mix of accessible pricing and aspirational style has fueled both direct sales and TikTok Shop momentum.

Below, we explore the brand’s growth and success across its DTC website and TikTok Shop.

Heaven Mayhem: DTC Stats

About the Brand:

Founded by influencer Pia Mance, Heaven Mayhem blends vintage inspiration with contemporary craftsmanship, creating jewelry that is both wearable and trend-defining. Known for its knot earrings and sleek accessories, Heaven Mayhem offers pieces that strike the balance between everyday essentials and standout moments.

Charm Growth Score: 63.28

The brand is growing faster than 63% of other brands in the Apparel and Accessories category (based on the growth of social followers, web traffic, and more).

Charm Success Score: 68.27

The brand is more successful than 68% of other brands in the Apparel and Accessories category (based on social followers, web traffic, and more).

Audience Demographic Skew: Females, age 25-34

92% of Heaven Mayhem's audience is female, and 59% are in the 25-34 age range.

Fastest-Growing Channel: Instagram

The brand grew its followers from 84K to 152K in the past 12 months.

Heaven Mayhem: TikTok Shop Stats

The data reflects US TikTok Shop sales from July 2024 - July 2025.

$20.8K

Total sales

$5.8K

Total sales from the brand's top-selling product, Mini Knot Gold Earrings

270

Total items sold

Heaven Mayhem TikTok Shop Sales by Month & Channel

From July 2024 to July 2025, 92% of Heaven Mayhem’s sales came from TikTok Shopping Mall, while only 8% came from pre-recorded videos.

Find Out Which Celebrity Brands Are Winning (and Losing) Based on the Data

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In an era where influence is currency, celebrity-backed brands have become a powerful force in the DTC economy.

Whether launching skincare, fragrance, apparel, or wellness lines, celebrities are leveraging their cultural relevance, built-in audiences, and access to capital to launch brands that immediately stand out—and sometimes, scale faster than traditional competitors ever could.

But a famous founder doesn’t guarantee success...

In this report, we’ve identified celebrity brands and ranked them by the Charm Success Score, Charm Growth Score, TikTokShop sales, and more.

Whether you're a retailer looking for a new brand to add to your organization, an investor identifying brands that match your investment criteria, an ecommerce service provider looking for your next big client, or a brand analyzing your competition, these insights evaluate and benchmark brands based on data, not just media hype.

Want more DTC & TikTok Shop insights like these? Book a demo of Charm today.