Reality television personality Sam Thompson is facing a growing customer service crisis with his sunglasses company, Dinelli Eyewear, which he co-founded three years ago. Customers have reported issues with the quality of the products and difficulties with the returns and refund process, leading to accusations of poor service and overpriced goods.
Dinelli Eyewear, which promises "affordable... premium-quality [glasses], for whatever the weather" on its website, sells products ranging from £60 to £100. However, multiple customers have expressed dissatisfaction, claiming the sunglasses received did not match online images and that the company's return policy is cumbersome.
One customer stated that after purchasing sunglasses, they found the product did not resemble the online depiction. The customer reported a significant delay in obtaining a refund, describing the process of emailing for permission to return the item and arranging postage at their own expense as difficult and frustrating. Despite returning the item via tracked mail, the refund had not been processed nearly two weeks later. Dinelli maintains that a full refund is being processed and that correspondence was answered within their standard 48-hour timeframe.
Online reviews on platforms like Trustpilot echo these concerns, with numerous one-star reviews alleging customers were ignored when requesting refunds. Another common complaint is that the frame sizing does not match product images. One reviewer on Trustpilot described the lack of response to refund requests as "appalling" and warned others against the brand, citing "poor-quality, overpriced sunglasses."
Another customer detailed an instance where returned items were sent back to them as undeliverable to the provided address, stating "they were away." This left the customer out of pocket and unable to contact the company, leading to extreme disappointment.
Dinelli Eyewear has responded to the criticism, with a spokesperson stating: "We take every customer enquiry seriously and are committed to delivering a responsive, professional service to our growing community. Since launching three years ago, Dinelli has established a strong and loyal customer base. We greatly value customer feedback and continually review our processes to maintain the highest possible standard of service."
A public relations source noted that such issues could impact Thompson's personal brand, especially given his use of his platform to promote the business. "It all comes down to trust," the source said. "Sam has a good reputation and is well-liked, so people do expect a lot from him. By letting down his customers, some of whom are fans, he is breaking that trust."
Thompson, who gained fame on "Made in Chelsea" and later won "I'm a Celebrity" in 2023, launched Dinelli Eyewear with celebrity endorsements from friends. The company's customer service issues have surfaced as Thompson navigates his public life, including a recent romantic relationship with DJ Talitha Balinska following his split from Zara McDermott.