Since the age of 15, chocolatier Jonathan Grahm has worked at Compartés Chocolate, having started out in the shipping department. By the time he was 21, he was the company’s lead chocolate maker. Jonathan, along with his team, handmakes the ganache-filled truffles and candy-center bars crafted with fresh, natural ingredients out of the company’s La Brea, California, chocolate factory. Soon after becoming head chocolate maker, at the age of 24, Jonathan bought the company from his family, who previously bought it from the original Comparté family.
Around 2020, Jonathan knew he needed to modernize Compartés Chocolate. He had been watching the market and knew it was time for a digital transformation that shifted the four Los Angeles brick-and-mortar stores to an exclusively ecommerce operation powered by Shopify. This move allowed Compartés to reach a global audience while maintaining the handcrafted quality that sets it apart in the competitive gourmet chocolate market.
Today, Compartés is known for its vibrant, fashion-inspired packaging and innovative flavors, and a celebrity following that includes Chrissy Teigen and John Legend. The team has collaborated with high-end fashion houses like Hermès, Cartier, and Fendi, and designed chocolate bar packaging featured in the Smithsonian Museum.
Ahead, explore the ins and outs of pivotal decisions that helped Jonathan transform his confection brand into a luxury chocolate empire.
Embracing your unique perspective
Despite having no formal culinary or business training, only his experience working alongside his family, Jonathan trusted his instincts to guide the brand’s evolution. “LA is a part of me just as much as LA is a part of my brand. And I think you see a lot of brands that are very connected to a place, but there’s not a lot of brands that are connected to LA,” Jonathan says.
For Jonathan, it was really important to stay true to himself and use his love for LA in the brand identity. This approach led him to experiment with unconventional flavor combinations and striking packaging designs, setting Compartés apart from traditional chocolate brands. Don’t be afraid to bring your unique perspective to your industry, even if you’re not traditionally trained. Your point of view can be your greatest asset.
Innovating in packaging design
One of Compartés’ most distinctive features is its vibrant, fashion-inspired packaging. Jonathan made a conscious decision to break away from industry norms, explaining, “I wanted to make it look like fashion, not like what everyone else had on the market, because why do something if I’m going to do it like everyone else?”
This bold approach paid off spectacularly. Compartés’ packaging caught the eye of the design world, earning a place in a six-month exhibit of the world’s best packaging at the Cooper Hewitt, Smithsonian Design Museum in New York City.
Dare to be different with your packaging design, even if nobody else is. It can set you apart in your industry and even earn recognition beyond it.
Drawing inspiration from your location
Compartés’ identity is deeply rooted in Los Angeles culture. Jonathan purposefully incorporates local ingredients and aesthetics into his products, creating a strong sense of place. This connection to LA is evident in products like its bestselling donut and coffee chocolate bar, which features actual donuts from Jonathan’s favorite local donut shop.
This gives nationwide customers an opportunity to experience local LA flavors without having to leave home. Jonathan encourages entrepreneurs to embrace the company’s location as a source of inspiration and differentiation for their brand. It provides a unique story and flavor profile that’s unique.
Building and nurturing relationships
A brand is nothing if it doesn’t support the relationships that help it grow. Jonathan emphasizes the importance of relationships with vendors, customers, and team members. His approach to partnerships is based on loyalty and ethics. For example, when Compartés began working with American Airlines, he made the decision to decline offers from other airlines out of commitment to the original partnership.
This approach extends to his team as well. Many of Jonathan’s employees have been with him since the beginning, sharing his passion for creating the world’s best chocolate. “My team members, when they make a beautiful chocolate bar, they turn it around and they’re showing it off to me. And there’s a smile on their face. There’s a passion in it,” Jonathan says.
When you build strong, ethical relationships with partners and remain loyal to those who support your brand, it pays off tenfold. Fostering a successful team means finding people that also share your passion and vision for the company.
Staying true to your vision
Despite pressure to scale quickly or change methods, Jonathan has remained committed to handcrafting chocolates. “I have so many people saying to me, you should do this, or you should do that, or, you know, buy this type of equipment, and again, I’ve refused to do that. I just want it to be done the same way.”
This dedication to quality and craftsmanship has allowed Compartés to maintain its luxury status and appeal to high-end clients. The team never compromise on core values or quality standards for rapid growth or quicker turnaround times. Maintaining a commitment to quality is often a key differentiator in the luxury market.
Making a commitment to never stop learning
Compartés’ transition from physical stores to an exclusively ecommerce model allowed the brand to grow sales while maintaining quality control. Had Jonathan kept the retail stores, it would have become increasingly difficult to grow the brand’s luxury reputation.
Not only does Shopify allow Jonathan to operate an online store easily, he uses the analytics to inform business decisions, from production planning to inventory management. For example, when John Legend unexpectedly praised Compartés’ peanut butter cups on Instagram, Jonathan woke up to 500 orders on Shopify. “Boom, I went and told all the chocolatiers, everyone, It’s time to make peanut butter cups. I don’t care what you were doing before. Let’s stop. Let’s change it out, we have 500 orders for peanut butter cups,” he recalls.
The ability to move and react quickly after something like a viral name drop contributes to Compartés’ glowing reputation. For growing brands, basing actions on real-time sales analytics can give you the edge that makes your brand shine.
Continually bringing fresh options to customers
With more than 300 different products, Compartés keeps customers engaged with constant innovation. Jonathan stresses the importance of remaining open to inspiration from various sources to keep your product line fresh and exciting. Don’t be afraid to push boundaries with unexpected combinations, and place yourself in new environments to think outside of the box.
Jonathan finds inspiration in his travels and everyday experiences, sharing, “I might have a salad at a Thai restaurant that might have ingredients like mango and basil in it and I’m picking them out going, ‘Oh my god, like a mango basil chocolate would be amazing.’” Constant innovation has led to unique creations like avocado toast chocolate and collaborations with fashion brands, keeping Compartés at the forefront of luxury confections.
From its Los Angeles roots to its global ecommerce presence, Compartés exemplifies how a clear vision blended with the willingness to innovate can transform a family business into a luxury brand.
For entrepreneurs looking to create their own luxury brand, the lessons are clear: Stay true to your vision, innovate constantly, build strong relationships, and never compromise on quality.
Catch the full Shopify Masters episode on YouTube for more of Jonathan’s legacy building tips, and his advice on packaging design and branding.
