Why Great Customer Service Will Always Outshine the Product
Written by Jason Brett, Founder and Creative Director
Jason Brett is the co-founder of Curated by Dapper & Suave, a mentor, mental health first aider, and charity trustee. He champions creativity, confidence, and community through events that empower small businesses to shine.
After delivering numerous events this year across a range of venues, one thing has become crystal clear to me, it’s not just about the product, it’s about the people behind the brand. You can have the most beautifully designed product, the most carefully curated range, or the most innovative concept, but if the human interaction is missing, the magic disappears.
Customer service is no longer an added extra, it is the experience. I’ve lost count of the times I’ve walked into high street shops genuinely ready to buy, only to be ignored. Standing there, waiting to be acknowledged, wanting help, wanting connection, and receiving nothing.
No eye contact. No greeting. No interaction. Quite frankly, it’s rude, and it’s one of the biggest reasons customers walk away.
People buy from people
This year, through our Pop-up shopping markets, we made a conscious decision to go back to something that feels almost “old school”, real interaction. When people attend our events, we want them to experience not only amazing jewellery, skincare, wellbeing, candles, fashion, food and drink, homeware, and gifts, but to meet the person behind the brand.
Because that’s where the story lives.
Customers don’t just want to buy something anymore, they want to understand why it exists, who created it, and what it represents.
They want something unique, something meaningful, something not mass-produced, and most importantly, they want to feel welcome.
Show up as the face of your brand
What we’ve learned is that showing up matters. Being present matters. Looking up from your phone matters. Standing with your brand, literally and figuratively, matters.
During my time as a brand ambassador for French Connection, I learned the importance of fully understanding a brand’s purpose, values, and vision. You are not just selling a product, you are representing something bigger. That mindset has stayed with me ever since.
We’ve seen situations at events where stallholders sit to the side, don’t engage, avoid conversation, or send someone else to “cover” while they disappear and are not present.
That simply doesn’t align with the community we’re building. If you say you are there, then be there.
Customer service is body language, energy, and intent
Great customer service isn’t complicated. It’s the smile. The open body language. The willingness to talk. The genuine interest in another human being.
Some customers who attend markets come not only to shop, but to connect, and for some, particularly those who feel lonely, these interactions mean more than we realise. They’ve chosen to come out, money in their pocket, ready to support small businesses, and that choice deserves respect.
Raising the standard as we grow
As we look ahead to 2026 and beyond, we’re becoming more intentional than ever. We now have the power and responsibility to choose the businesses we work with.
We’re clear on what we don’t want:
Not promoting or saying they will be at an event
Poor attitudes
Lateness
Lack of engagement
Disrespect for customers
Businesses that think they can “do what they like”
What we do want is a community of like-minded brands that value people as much as profit. Businesses that understand the long-term impact of customer service and they want repeat customers, meaningful conversations, and genuine growth.
Building community, not just events
Some incredible friendships have been formed through these events, and that’s no accident. When people show up with the right energy, the right values, and the right intentions, something special happens.
This is about changing the way markets are experienced by changing how customers feel. Changing how brands are remembered. Because at the end of the day, people may forget what you sold, but they will never forget how you made them feel, that is what great customer service is all about.
Read more from Jason Brett
Jason Brett, Founder and Creative Director
With a strong background in hospitality, customer service, and retail, Jason Brett knows the power of genuine connection. As co-founder of Curated by Dapper & Suave, he creates welcoming spaces for small businesses to share their stories and grow through creative pop-up events. Jason is also a mentor, mental health first aider, and charity trustee who champions wellbeing, confidence, and inclusion. His work inspires others to embrace authenticity and express themselves with pride.
