EXCLUSIVE: Accessories Label Heaven Mayhem Debuts Eyewear
Heaven Mayhem is continuing its expansion with a new category.
The Los Angeles-based accessories and lifestyle label worn by celebrities like Hailey Bieber and Sofia Richie Grainge is entering the eyewear category on Feb. 27 with a collection of four sunglasses and optical styles.
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This is the latest category expansion for the nearly three-year-old brand launched by founder Pia Mance. In the last year the brand has expanded into watches, jewelry boxes and fine jewelry.
“I really want Heaven Mayhem to offer all accessories — to be the number-one destination for accessories across the board,” Mance said about launching eyewear. “I feel like eyewear was a no-brainer that was next in the accessories market. It’s also something that I personally never leave the house without. I’m not caught dead without a pair of sunglasses or glasses on me. I feel like they really complement the look and go so well with the earrings and the jewelry that we already have.”
Heaven Mayhem’s debut eyewear collection includes four styles: the Margaux, a thin rectangular frame; the Vittoria, an aviator style, thicker sunglasses; the Sloane Black, a classic rectangular frame, and the Sloane Clear, the optical version of the Sloane Black. The styles range in price from $180 to $200.
“We always go back to that capsule wardrobe, like these are pieces that you can wear again and again with so many different outfits,” Mance said. “You can really wear a basic outfit, like a uniform, so same as our jewelry, [the sunglasses] just complement the look. It’s just something that slots in with every single outfit you already have. It’s easy. It’s not a new piece in your closet like a loud pair of funky glasses that you never know how to wear.”
Mance explained she doesn’t have a concrete strategy when deciding what accessories category to enter next. She said her strategy has more to do with creating a capsule wardrobe and fitting in with Heaven Mayhem’s timeless aesthetic.
“I wish I had a strategy, but it’s just when an idea pops into my head and I think, ‘yeah that’s a good one, we’ll do it,’” she said. “It has to make sense with accessories. For example, there’s a leather jacket that I want in my mind and I can see it and there’s nothing out there like it, but we’re not going to do a leather jacket. I still have to bring myself down to earth a little and think does it fit the aesthetic? Is it an accessory? Does it go with our brand story?”
Mance launched Heaven Mayhem with a limited collection of handmade pendant necklaces, which she followed up with several other handmade jewelry collections. When she produced enough revenue, she created an earring collection, which has become the “bread and butter” of the brand.
She’s since expanded into other jewelry and accessories categories and launched lifestyle items like laptop cases, luggage tags and keychains.
Mance said Heaven Mayhem’s next launches include three new watch styles to follow up last year’s Icon Watch, as well as more eyewear collections.
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