Australian Ceramacist

Jenn Johnston ceramics

About Jenn

Jenn Johnston crafts elegant, functional ceramics, drawing inspiration from nature, Japanese aesthetics, and mid-century modern design. Her pieces are meticulously handcrafted using slab-building techniques and stoneware clay, reflecting a refined and intentional approach. Her work has been widely recognised, with features in numerous publications.

The Challenge Jenn Faced

There was a disconnect between Jenn's beautiful Instagram feed and her basic website. The website was very grey and white, lacking the warmth, style, and calm energy that her ceramics evoke. It did not incorporate the brand visuals (logos, fonts, black-and-white palette) that she had developed and was using elsewhere in her business. The website felt like an afterthought and didn't reflect how her business was represented in person or on Instagram.

Jenn needed a website that:
- Increased sales
- Showcased her expertise and craftsmanship
- Increased wholesale and collaboration enquiries
- Matched the quality and aesthetic of her Instagram presence, so she could feel proud of it
Her previous website had been a bit forgotten, just a basic version of the original Shopify theme without any personal touches. Unfortunately, it didn’t really invite engagement or encourage people to convert, which created a gap between her online presence and the amazing reputation she enjoys in real life.
A lack of technical knowledge and uncertainty about what needed fixing made it difficult for Jenn to take the first step. It took her time to feel mentally ready to engage a website designer, as she thought the process would be overwhelming.
I assured Jenn that this was a collaborative, supportive process. I would guide her every step of the way, from beginning to handover, so that she would know how to maintain the website. I also reassured her that she wouldn’t break anything!
To bring Jenn’s online presence in line with her brand, we transitioned her site to Shopify 2.0 and focused on:
- A clean, minimal layout with ample white space, and modern typography, allowing her ceramics to take centre stage
- Large images that highlight the craftsmanship and detail of her work
- Shades of green introduced as an accent to complement her black-and-white brand palette, reflecting the natural environment in which she works and finds inspiration
- Rich product page templates, incorporating large imagery, detailed descriptions, and an FAQ section to improve customer engagement
- A visual navigation approach at the end of each page, encouraging visitors to keep exploring and shopping
- Behind-the-scenes storytelling, incorporating imagery from her studio and creative process to reinforce the handcrafted nature of her work
Jenn was thrilled with the transformation, finally feeling proud of her website. It now truly represents her brand, aligning her online presence with her work, reputation, and aesthetic.
The redesigned website has given Jenn the confidence to manage updates herself, thanks to custom instructional videos and guides tailored to her needs. She now has a website that does justice to her brand, engages customers more effectively, and supports the continued growth of her business.

One Year On

Following the success of the main website, Jenn engaged Feel Good Creative again to build a separate wholesale store on Shopify, streamlining orders for stockists and interior designers while keeping retail and wholesale inventory separate.

Visit Jenn Johnston Ceramics

From Jenn Johnston:

“I knew my old website was well overdue for a revamp, but didn’t know where or how to begin doing it on my own. Without Jess, it wouldn’t have happened, and only wish I had engaged her sooner!
I really appreciated the way in which Jess approached the work that needed to be done and guided me through the decisions that needed to be made. The whole process was enjoyable and empowering, particularly as I began to understand what a beautiful and functional site Jess was creating for me.
Thanks to Jess I now have a website I am proud of. I never imagined it could look as good as it does. And thanks to Jess’s amazing instructional videos, step-by-step guides, and tailored resources, I will be able to maintain and update my website into the future.”