Shopify CEO Harley Finkelstein Delivers a Matcha Milestone

A Surprise Visit to Celebrate

Running a business is no small feat, but imagine the CEO of Shopify showing up to celebrate your success. That’s exactly what happened in October 2024 to Rocky, founder of Rocky’s Matcha, when Harl

ey Finkelstein personally delivered a Shopify Milestones plaque for his 10,000th order. It’s not every day that an entrepreneur gets this kind of recognition, and for Rocky, it was a well-earned moment in the spotlight.

From Fashion to Matcha

Rocky’s journey to founding his matcha brand wasn’t the most obvious path. After years of working in LA’s fashion and music scene with brands like Nike and Beats By Dre, he decided to pivot. In 2022, he launched Rocky’s Matcha, combining his creative background with a desire to build something completely his own.

Rocky didn’t just want to sell matcha—he wanted to create a brand that felt as dynamic as his previous career. His vision was clear: introduce a high-quality product with a unique identity that stands out in the crowded beverage market.

The Power of Organic Growth

Here’s what makes Rocky’s story so remarkable: he didn’t spend a single cent on paid ads. That’s right—zero dollars. Instead, he focused on word of mouth and strategic partnerships. By getting his matcha into the right cafes and boutiques, he let his product speak for itself.

This approach has taken Rocky’s Matcha from a small startup to a 10,000 sales powerhouse. It’s a testament to the power of building relationships and creating something people genuinely love to share with others.

10,000 Orders and Counting

Hitting 10,000 orders is a big deal for any business, but for Rocky, it’s especially meaningful. It’s proof that staying true to his vision and focusing on authenticity has paid off. When Harley Finkelstein showed up to deliver the milestone plaque, it wasn’t just about the number—it was a celebration of the entrepreneurial spirit that Shopify champions.

For Finkelstein, connecting with merchants like Rocky is one of the highlights of his role. The visit was a chance to hear Rocky’s story firsthand and see the impact Shopify has on small businesses making their mark in unique ways.

Building a Brand That Lasts

Rocky’s success is a reminder that growth doesn’t have to rely on flashy campaigns or massive ad budgets. By prioritizing quality and building a loyal community, he’s created a foundation for long-term success.

The 10,000-order milestone is just the beginning. With momentum on his side and a clear vision for his brand, Rocky’s Matcha is poised to grow even further, reaching more customers and expanding into new markets.

Inspiration for Entrepreneurs

Stories like Rocky’s show that starting small and focusing on what makes your product special can lead to incredible results. It’s a reminder to aspiring entrepreneurs that you don’t need all the answers or a huge marketing budget to begin. You just need the courage to start and the persistence to keep going. And don’t forget the new click & mortar style of shopping.

With Shopify’s tools supporting his business and a dedicated approach to growth, Rocky’s Matcha has gone from an idea to a thriving brand. And who knows—maybe your big milestone is right around the corner, too. For those who need a financial boost, Shopify capital can help – it’s not typical for a brand to find so much success without an investment so you can finance your Shopify store.