How to Grow Your Family Business Into a Global Luxury Brand
Executive Summary
Shopify on Location episode recorded in Los Angeles in which the host talks with Jonathan Graham, who runs the 75-year-old family chocolate company Compartes, about keeping its legacy while staying current. Jonathan says the company began in 1950, that he started working in it at 15, and that its chunky chocolate bars are made by hand, which takes more time but reflects intention and process. He says Compartes closed its four Los Angeles stores and moved to online only on Shopify, so the web experience has to carry the luxury feel. He says the team watches Shopify each morning to see what sold overnight, and tells a story of about 500 orders for peanut butter cups after a celebrity shared them. Sponsor named: Shopify, which hosts the series. PARTIAL COVERAGE: this note draws on the opening, handmade production, move online and seasonal demand sections, and may miss parts of the roughly 28 minute video. Business figures and celebrity stories are Jonathan's own and not independently checked. Nothing here is medical, legal or financial advice.
Key Takeaways
A family business since 1950
Jonathan says Compartes began in 1950 as an old school chocolate shop and he started working in it at 15.
Handmade chocolate
He says chunky bars are made by hand because chunks would jam the piping machines most brands use.
Intention and process
He compares artisanal work to a home-cooked meal, saying there is intention and there is process.
Luxury and collaborations
The host says the company makes chocolate for large brands from Cartier to Netflix.
From stores to online
He says the company closed its four Los Angeles stores and moved to e-commerce only, and that sales grew through the change.
Online as the store
He says imagery and the shopping experience online must be as great as the retail store was.
Morning Shopify check
He says the team checks what sold overnight to decide what to make, and describes 500 peanut butter cup orders after a celebrity post.
The Conversation Breakdown
A family business since 1950
⏱ Untimed topicJonathan says Compartes began in 1950 as an old school chocolate shop and he started working in it at 15.
Handmade chocolate
⏱ Untimed topicHe says chunky bars are made by hand because chunks would jam the piping machines most brands use.
Intention and process
⏱ Untimed topicHe compares artisanal work to a home-cooked meal, saying there is intention and there is process.
Luxury and collaborations
⏱ Untimed topicThe host says the company makes chocolate for large brands from Cartier to Netflix.
From stores to online
⏱ Untimed topicHe says the company closed its four Los Angeles stores and moved to e-commerce only, and that sales grew through the change.
Online as the store
⏱ Untimed topicHe says imagery and the shopping experience online must be as great as the retail store was.
Morning Shopify check
⏱ Untimed topicHe says the team checks what sold overnight to decide what to make, and describes 500 peanut butter cup orders after a celebrity post.
Core Frameworks & Ideas
Handmade as differentiator - Jonathan's production view
Keep the slow method that makes the product distinct.
Carry the store online - Jonathan's e-commerce principle
Translate the in-store feel into imagery and experience.
Make to demand - Jonathan's daily routine
Check overnight sales and produce what is needed.
Actionable Next Steps
- ✓Name the one part of your process you will not automate.
- ✓Review your product pages for whether they capture what your old store felt like.
- ✓Check your sales dashboard each morning and plan production around it.
- ✓Treat the business claims and stories as Jonathan's own and check them before relying on them.
Notable Quotes
“there's intention and there's process”
“making that online shopping experience just as great for them”
“what did we sell overnight what do we need to make right now”
The One Thing to Remember
Jonathan Graham says Compartes keeps its 1950 legacy by making chocolate by hand and carrying that luxury feel into an online-only Shopify store.