Winning the Most Creative Shopify Storefront award [Interview with Jordan Sowers]

As a Shopify store owner, you know that standing out in a sea of online shops is no small feat. But what if the key to capturing your audience’s attention wasn’t just about following best practices, but daring to break them?

To uncover the secrets behind an extraordinary online store, we sat down with Jordan Sowers, the co-founder of Post Familiar Wines and the recent winner of Shopify’s first-ever Build Award for the Most Creative Storefront. In this episode of Click to Buy, Jordan shares his journey, challenges, and strategies that led to the creation of his remarkable online presence.

In this blog, we'll cover the top insights from our discussion together, and highlight some of the best advice shared by Jordan for building a stunning Shopify store.

Who is Jordan Sowers?

Jordan Sowers is not just any eCommerce designer; he’s a visionary with a rich background in art direction, design, and web development. His journey spans collaborations with big names like Nike, Sonos, and Google, where he honed his skills in creating compelling digital products. Now, as the co-founder of Post Familiar Wines, Jordan channels his creativity into the world of wine, crafting a brand that breaks the mold of traditional wineries. His work at Post Familiar is a testament to his belief in taking risks and experimenting with design, an approach that has clearly paid off.

Building an award-winning Shopify storefront

To get the full episode, listen in via Spotify or watch the video version on YouTube:

1. The surprise of winning a Shopify Build Award

“I had no idea that they were issuing awards, let alone that we’d be one of the winners,” Jordan reflects on the moment he learned Post Familiar had won the Most Creative Storefront Award. The recognition came as a complete surprise, especially since Jordan doesn’t chase awards—he focuses on the work itself. This humble approach is key to understanding the philosophy behind his design process. For Jordan, the award is more than just a trophy; it’s a validation of the risks and unconventional choices that have defined Post Familiar’s online presence.

Jordan’s journey to this award was not about adhering to norms but about challenging them. His advice to other Shopify store owners? Don’t be afraid to take risks. When building your storefront, consider what sets your brand apart and lean into those differences. Whether it’s through bold visuals or unexpected user experiences, the key is to create something that feels truly unique.

2. The story behind Post Familiar Wines

“I always felt scared of wine. There’s something about it that feels exclusive and serious, and I just had a distaste for that,” Jordan recalls. Growing up in Oregon’s Willamette Valley, a region famed for its wine, Jordan was inspired to create a brand that made wine more approachable and fun. This idea became the cornerstone of Post Familiar, a winery that shatters the traditional wine experience, both online and offline.

The branding of Post Familiar is a direct reflection of Jordan’s philosophy. He and his co-founder, Brent Braun, aimed to make wine accessible to everyone, from connoisseurs to casual drinkers. This approach influenced every aspect of their Shopify store, from the playful design elements to the detailed, engaging content on their product pages. By focusing on storytelling and user experience, they created a storefront that feels as welcoming as a local wine bar.

3. Designing for impact: The Evolution of the storefront

“The site started off as a password-protected page—just an email capture,” Jordan explains. Post Familiar’s Shopify site has evolved significantly over the years, with Jordan continuously tweaking and refining its design. His goal has always been to push the boundaries of conventional eCommerce design while maintaining functionality.

To achieve this balance, Jordan recommends starting with a clear vision of what you want your store to represent. Then, as you build and iterate, focus on creating an experience that resonates with your audience. For Post Familiar, this meant integrating long-form stories about their wines into the product pages, which not only adds value for customers but also enhances the brand’s unique identity.

4. The role of seasonality and scarcity

“The wines will eventually sell out, and once they do, they’ll never be available again,” Jordan says. This sense of scarcity is a powerful tool in driving sales on Post Familiar’s site. By limiting the availability of each wine release, Jordan creates urgency among customers, encouraging them to purchase before it’s too late.

For Shopify store owners, offering limited editions or seasonal products can be an effective strategy to boost sales. Jordan’s approach includes not only highlighting the scarcity of their wines but also creating engaging, time-sensitive content around each release. This helps to build anticipation and drive traffic to the site during critical periods.

5. Communicating with customers: Transparency is key

“We’ve learned to be really methodical about where we communicate shipping delays and other important information,” Jordan notes. Given the complexities of shipping wine, particularly with seasonal restrictions, clear communication is essential to managing customer expectations. Post Familiar uses multiple touchpoints, from product pages to email confirmations, to keep customers informed about their orders.

For other Shopify store owners, Jordan’s approach highlights the importance of transparency. Whether you’re dealing with shipping challenges or product delays, being upfront with your customers can help maintain trust and satisfaction. Use clear messaging throughout the customer journey to ensure they know what to expect.

Jordan's Click-Worthy Tip

In our Click-Worthy Tip segment, Jordan shares his key piece of advice for Shopify store owners: “Always ask ‘what if’ and push yourself to do something unconventional.” This mindset has been the driving force behind Post Familiar’s success. By constantly questioning the status quo and exploring new possibilities, Jordan has built a Shopify storefront that truly stands out in a crowded marketplace.

Final thoughts

Jordan Sowers’ journey with Post Familiar Wines offers valuable insights into what it takes to build a creative and successful Shopify storefront. From embracing unconventional design to effectively communicating with customers, Jordan’s approach is a blueprint for any Shopify store owner looking to make their mark. As you build or refine your own online store, remember to take risks, stay true to your brand’s identity, and always keep your customers at the forefront of your design decisions.