Popov Leather: Built to last, with reviews that do the same
Popov Leather began with a single handmade wallet and a craftsman’s eye for quality.
As the brand scaled, reviews collected through Judge.me helped preserve its intimate, customer-first ethos, fueling product improvements, trust, and long-term growth.
Key Results
+25% increase in review response rates
15,000+ verified product and store reviews
Fully personalized public replies
SEO-friendly review placement sitewide
Ongoing improvements driven by customer feedback
The Challenge: Scaling craftsmanship without losing connection
In 2012, Ryan Popoff just wanted a leather wallet - something simple, long-lasting, and well-crafted. When he couldn’t find it, he made it.
That one project sparked a new passion, and before long, his basement hobby turned into a business as Etsy customers began discovering (and loving) his handmade leather goods.
With encouragement from his wife and now co-founder, Ryan began reinvesting his profits into higher-quality materials, honing his e-commerce skills, and ultimately transitioned the brand to its own Shopify store.
“You reach this crossroad. Do I keep this a hobby or build something bigger?”
As the business grew and Ryan hired his first employees, the need to build trust, deliver on expectations, and humanize every customer interaction became more important than ever. That’s when reviews took center stage.
The Solution: Turning feedback into a competitive advantage
When Popov Leather needed a more powerful way to build trust and strengthen customer relationships, Ryan turned to Judge.me.
Not just to collect reviews, but to champion the core values his brand was built on: craftsmanship, transparency, and meaningful connection.
Judge.me delivered across the board, outperforming previous review tools and helping Popov Leather turn customer feedback into growth:
25% boost in review submission rates
Higher engagement from customers thanks to better-timed, better-performing review requests.
Authentic, personal responses at scale
Every review, positive or negative, receives a thoughtful public reply in the team’s voice, guided by their brand philosophy: “Treat the customer the way you'd want to be treated.”
Variant-level review grouping
Whether a Popov Leather product comes in black or brown, all reviews are shown together, helping customers see the bigger picture.
Trust-building review visibility
Reviews are integrated across the Popov Leather homepage, product pages, and a dedicated All Reviews page - boosting SEO and buyer confidence.
AI review summaries
Auto-generated review highlights from Judge.me make it easy for shoppers to scan and understand key Popov Leather insights at a glance.
High-impact UGC
Photo review uploads and customer stories showcase the quality and longevity of Popov Leather’s handcrafted goods.
“Judge.me just works. There’s some secret sauce in there. We’ve never had this much success collecting reviews.”
By weaving reviews into every aspect of the brand experience, Popov Leather transformed social proof into one of its most powerful growth tools.
Ryan’s advice for Shopify Merchants
After more than a decade building a handcrafted brand on Shopify, Ryan has distilled his top tips for using reviews to fuel growth and customer trust:
Embrace transparency
Don’t aim for perfection. Five stars across the board can look fake. Real, authentic reviews build credibility.
Respond to every review, especially the bad ones:
Negative feedback is a chance to learn, improve, and win customers for life. Many of Popov Leather’s most loyal fans started with a one-star review.
Display reviews everywhere
Don’t hide your social proof. Place reviews across your homepage, product pages, collection pages, and a dedicated All Reviews page.
Empower your team to be human
Avoid canned responses. Let your customer service team speak in their voice - kind, real, and aligned with your brand values.
Use feedback to improve
Draw insights from reviews to refine your product descriptions, update imagery, and even inform supply chain decisions.
“Some of our best repeat customers started with a one-star review. It’s all about how you respond.”
