Can growth rooted in purpose, obsession with craft, and deep client relationships outperform even the flashiest viral moment?
In my line of work, success isn’t measured in followers or funding rounds. It’s in the drape of a jacket, the trust of a client, and the patience to get both right.
I didn’t set out to be a bespoke style entrepreneur. Modello started as nothing more than a class project until one trip changed everything. I was at a wedding in India when I noticed something that completely reframed how I thought about clothing: everyone had a tailor. Every piece was made to fit. Tailoring wasn’t a luxury, it was just how things were done.
When I returned home to Vancouver, I couldn’t unsee it. The options here felt broken, either overpriced designer suits or generic, off-the-rack fits that didn’t do anyone justice. There was no middle ground. I knew there had to be a better way. And once that idea took hold, I couldn’t stop thinking about it. It went from curiosity to obsession – and that’s what built Modello.
I started small. Driving to clients’ homes. Taking measurements at kitchen tables. Partnering with overseas tailors. Obsessing over the details no one else paid attention to. There was no blueprint. No investors. Just a relentless belief that the right fit can change how someone shows up in the world.
In 2020, we shifted our production, moving operations to Hong Kong in pursuit of even higher quality. It gave us access to master-level tailoring expertise and an expanded library of fabrics. That move wasn’t just about refining our suits, it was about elevating every part of the experience for our clients. When your standards rise, your systems have to rise with them.
Over time, Modello evolved into more than a bespoke suiting studio, it became a philosophy. One rooted in precision, patience, and personal connection. And here’s what I’ve come to believe: The same mindset that goes into crafting a great suit is the same one that builds a great business.
Whether you’re in software, design, consulting, or manufacturing, the fundamentals are the same: serve your clients like it matters, stay obsessed with quality, and don’t rush what should be done right.
Go Deep, Not Wide
A great business, like a great suit, fits perfectly when it’s built with precision.
In the early days of Modello, we didn’t try to do everything. We didn’t offer shirts, shoes, or casual wear. We focused on one thing: creating high-quality, custom-tailored suits with no compromises. We didn’t chase variety, we chased mastery.
It’s tempting to diversify quickly – to expand your services, launch new SKUs, or tap into multiple audiences. But when you’re still small, focus is your superpower. Specialization builds authority. Depth builds expertise. And expertise builds trust, the kind of trust that turns customers into loyalists and makes marketing easier, not harder. If you’re exceptional at one thing, you won’t need to shout. Your results will speak for you.
Ask yourself: What problem do I solve better than anyone else? Then double down on that.
Treat Clients Like Collaborators, Not Transactions
People don’t just want a product. They want to be part of the process.
No two Modello suits are the same, because no two clients are. Whether it’s a groom wanting a photo of his fiancée sewn into the lining or a CEO commemorating his first business deal, every piece we make tells a story. That only happens when the client is part of the journey.
Customers want more than quality, they want connection. Involve them. Make them feel seen. Build feedback into your workflow, not just at the end, but from the beginning. When your clients feel like they helped shape the final product, they become emotionally invested in the outcome – and in your business.
This applies to everything from brand strategy to B2B services. The more collaborative your process, the stronger your relationships. And in an SME, relationships are your business.
Obsess Over the Details. They Build Reputation
Reputation isn’t built by what people expect. It’s built by what surprises them.
We once remade an entire jacket because the slope of the shoulder didn’t sit quite right. The client didn’t notice, but we did. That detail? It mattered. It always does.
Details tell the story of your standards. The way your proposals are worded. The follow-up emails you send. The packaging you ship in. These seemingly minor choices are how your brand earns (or loses) trust.
For small businesses, attention to detail is a competitive advantage. You’re closer to the product. You can see the gaps before your clients do. Lean into that. Define what “quality” means to your business, and then make sure it shows up everywhere. Consistently.
Don’t Chase Hype. Build Long-Term Value
Trends fade. Trust lasts.
Fashion is trend-driven by nature, but we chose a different path. We focus on timeless pieces with enduring quality, not flash-in-the-pan styles. Our goal isn’t to be the hottest trend this season. It’s to be the one that clients come back to ten years from now.
Every small business will feel tempted to jump on trends: the newest tech tool, the hottest marketing tactic, the shiny new vertical. But value compounds when you stay the course. Know your brand’s voice. Know what you stand for. And trust that clarity outperforms chaos in the long run. Chasing hype might get you attention, but consistency earns you loyalty. You don’t need to be loud to be seen – you just need to be real.
Grow Intentionally, Not Impulsively
You don’t have to go big to go far.
I didn’t open a storefront right away. I visited clients at their homes. I tested processes. I reinvested slowly and built our business around real customer demand, not artificial scale. We let demand, not ego, dictate growth.
Growth feels exciting, but it’s a double-edged sword. Hiring too fast, scaling too soon, or chasing vanity metrics can strain your systems and sabotage your culture. Real growth is sustainable. It’s thoughtful. And it’s aligned with your capacity, not your competition’s pace. As an SME, your advantage is agility. Use it. Stay lean. Learn fast. Scale only when it hurts – when the demand is real, your foundation is solid, and you’ve earned the next step forward.
The most successful businesses I know aren’t chasing trends; they’re building trust. They’re not the loudest in the room, but their work speaks volumes. They obsess over the unglamorous stuff: process, quality, consistency. And that’s exactly why they win.
If you’re a founder or an entrepreneur, here’s the truth: You don’t need to out-shout your competitors. You need to out-care them. Out-listen them. Out-execute them.
So don’t chase scale for the sake of it. Don’t water down your craft to move faster. And don’t let someone else’s urgency become your business model. Instead, go deep. Get precise. Build something so good, so thoughtfully made, so relentlessly dialed in, that your customers can’t help but come back. The rest will take care of itself.
