The service I received from ‘George’ at the Manchester outlet was what I describe as a ‘proper’ service. He ignored the phone when it rang indicating that as the customer in front of him I was the most important at that moment. I experienced, not only a monetary exchange, but was also involved in a shared education about photography. George educated me about the kit I have and what I need to look for to adjust its functioning to get the best from it. When I asked a question he could not answer he asked for assistance from a colleague. He immediately followed up the name of a cycling photographer I suggested that he had not heard of. He updated to the capitalist era the George Bernard Shaw maxim ‘Those who can do, those who can’t teach’ to ‘Those who can do, those who can’t sell’ – brilliant! I came home with a piece of kit that has markedly improved my images. I travelled for about forty five minutes to reach the shop. With no knowledge of the area George also provided me with local knowledge which was much appreciated. George indicated that on my next visit I can bring my dog into the shop, something which is important to me! I chose to shop at Calumet on the recommendation of a middle aged female photographer who lives locally to me. The name 'Calumet' had been dropped into conversation on more than one occasion so I thought I would take the hint. Having made the trip I can see why she is so keen to promote the service. As a middle aged woman myself I am very familiar with some men, who treat me as though I cannot possibly have any knowledge about my kit or how to take photographs, I very appreciated the dignity and respect with which I was treated. On the back of this experience I have booked a place on a day course in July!