In Feature 024 of Conversations Behind The Campaign, we interviewed Yvette De Pauw, who began her career at Richemont, a renowned luxury goods company, and has since become a Brand Manager at Heaven Mayhem.
Heaven Mayhem, a Los Angeles-based brand, offers vintage-inspired jewellery for the modern women. Seen on the likes of Rosie Huntington-Whiteley, Hailey Bieber & Bella Hadid to name just a few, the brand has become a seven-figure business with a global following.
In our interview, Yvette shares her career journey to date, where she draws creative inspiration from, her favourite Heaven Mayhem moment to date, and advice for building a visually aesthetic, community-driven and authentic marketing strategy.
1. Can you please share your story on how you got into marketing? When did your marketing career begin, what is your current role(s) and what role(s) have you previously had within the industry?
I’ve always been fascinated by the intersection of culture, business, and brands. While I didn’t initially envision a career in this industry, my background laid a strong foundation for where I am today.
Studying sociology in undergrad shaped my understanding of how social and cultural dynamics influence how we live and consume. After that, I went on to study strategic communications and marketing, where I learned how to turn those cultural insights into strategies for building and growing brands.
My first job was as a PR assistant at a luxury holding group, where I developed a real passion for luxury, fashion and accessories. Then, I did a stint in market insights and consulting, which gave me a strong foundation in brand strategy and building… Both working cultures didn’t end up being quite the right fit—I was craving more room for creative output.
The funny thing is, I’ve known Pia Mance (Founder and Creative Director of Heaven Mayhem) for ages—we first met in London through Instagram while I was still in uni. We clicked, and I ended up helping her with social media content when she had just started dipping her toes into content creation (I often joke and say that this was my first round of the interview process).
When Heaven Mayhem started taking off last year (around the time Hailey Bieber was spotted in the Mini Knot Gold earrings), I stepped in to help with her marketing and socials. (Mind you, Pia was running the whole business all by herself at this point). A few weeks later, she offered me a job, and the rest is history.
Looking back, it feels like everything fell into place—being at the right place at the right time. If I’d reached out to Pia even a month later, I don’t think I’d be where I am today.
2. What does a typical day in-the-life of a Brand Manager at Heaven Mayhem look like?
There’s nothing ‘typical’ about my job – and that’s honestly the best part of it.
I work really closely with Pia and oversee many facets of the brand. Every day is different, and I’m involved in everything from planning the marketing calendar and brainstorming campaigns to organizing events, attending photoshoots, and managing social media. The list goes on!
People often assume we’re a big brand from the outside, but the truth is, we’re really just a small team of six. It’s like working at a start-up, where everyone pitches in to make things happen.
3. Heaven Mayhem sells more than a product, you sell an elevated and vintage-inspired lifestyle. Why do you think this style of marketing has become so popular, and effective?
I think a lot of our marketing is influenced by Pia’s aesthetic and what we’re aesthetically drawn to. This ‘elevated lifestyle’ you see on Instagram reflects our ethos and vision as a brand. At the same time, it fosters an emotional connection with our consumers. It tells a story that’s not just about the product itself, but about a way of living that feels intentional and curated. It really comes down to being the best version of yourself!
Brands that sell not just products (and don’t get me wrong, a good product goes a long way—’product is king and marketing is queen’—cc: Juliana Salazar via The Stanza), but if a brand can sell a sense of ‘self,’ I feel like that really cuts through the noise and helps create deeper engagement with audiences.
4. Heaven Mayhem’s NYFW takeover and recent BF sale had incredible marketing! Are you able to walk us through the creative process of one of the campaigns, from brief to execution?
We get inspiration from everywhere… and I mean, literally everywhere. I remember one time Pia texted me a picture of a ‘MISSING CAT’ poster that she came across on a walk and said it would be good to turn it into a ‘MISSING EARRING’ poster, which we ended up plastering around the streets of New York during Fashion Week.
We start every campaign with a good brainstorming session, and honestly, it just snowballs from there. Our team is incredibly creative and for me personally, I credit my inspiration to being chronically online. (I knew all those hours spent on social media growing up would be of use)
In saying that, my brain feels like an archival filing cabinet packed with pop culture references, movie scenes and iconic editorials. It’s this collection of influences that helps me quickly come up with fresh, creative concepts.
Also, I LOVE Pinterest!!!
5. What has been your favourite brand moment or campaign at Heaven Mayhem, and why?
It would have to be Hotel Heaven. It’s a content and gifting suite event for Friends of the Brand, and so far, we’ve hosted two—one in Los Angeles (where the brand is based) and another in New York during Fashion Week.
We pour so much attention to detail to every event we do and I think that’s what our audience really appreciates. It’s us, it’s lush and it’s authentic.
What makes it special is how we bring our mood boards and the essence of Heaven Mayhem to life. It’s almost as if we’re personifying this elevated lifestyle and vibe that you come across via our Socials —creating a space where people can touch, feel, and fully immerse themselves in the brand. Plus, it’s so rewarding to connect in person with the people who’ve supported us for so long.
We’re excited to bring more experiences like this to London and other parts of the world, while involving our community even more! Stay tuned…
6. Heaven Mayhem consistently delivers visually aesthetic, distinct, and on-trend marketing. Where do you draw inspiration from?
Again, Pinterest is my best friend.
But as a marketer, I also think it’s important to pause, reflect, and ask yourself from a consumer’s standpoint: What makes me tick? What drives me to connect with a brand? That self-reflection can often spark new inspiration.
I also love following pages like @peoplebrandsandthings and @thestanza for quick bites of industry news and to see what other brands are up to. There’s so much creativity out there!
7. What marketing trends do you think we will see in 2025?
Not a trend per say, but an ethos – a greater focus on intentionality and authenticity.
8. What has been the biggest challenge in your marketing career and what advice would you share with someone going through something similar?
I think every ‘creative person’ struggles with this. Having to explain what I do / my job description can be frustrating at times. But that’s not for others to figure out. As long as you’re passionate and feel great about your work, that’s all that matters. Period.
9. Are there any female marketers or founders you look up to for both creative and career inspiration?
There are so many people I’ve looked up to, but working with @PiaMance and seeing her in action has been the most inspiring experience by far.
She’s incredibly driven and knows exactly what she wants and stands for! I believe that’s what helps ‘pave the way’ for so many of our iconic brand moments—Pia’s way of thinking really aligns with mine and that’s how we collaborate so seamlessly and bring her vision to life… She encourages and allows us the space to bring every idea to life, and in my opinion, that’s what really pushes us to the forefront—constant innovation and the actual execution of our evergreen ideas!
It’s truly an honor to have a front-row seat to her creative process and witness how her mind works. I’m incredibly grateful to be part of her vision and to be along for this wild ride.
10. Where can our audience follow and engage with you and Heaven Mayhem on social media?
You can follow Heaven Mayhem on @heavenmayhem_ IG and @heavenmayhem on TikTok.
@yvedepauw on Instagram for my personal.
Image credits: Heaven Mayhem and Yvette De Pauw.
