The internet is a crazy place. Unlike life, where it takes years of work to establish a reputation, a new market entrant can catch lightning in a bottle and find itself popular overnight. I have seen (and participated in) that popularity cycle too often over the years and far more often than not it has been an example of castles in the sand.
Sand castles can be beautiful things, requiring a great eye, technical skill and a considerable investment of time. But they are difficult to build in any quantity and disappear overnight. So it is with the new bespoke tailor or shoemaker, who may do excellent work for one or two high visibility customers and is then overwhelmed with orders that far exceed his or her personal ability to produce. Once the ramp up to volume fails, it is often followed by the disappearance of the entire enterprise. Then, life being what it is, two years later a new entrant builds another castle and the cycle repeats itself.
All that said, how can a man take advantage of the latest exceptional value or beautiful design by a suddenly popular but previously unknown supplier? There are two things to remember, in my opinion.
First, and most important, start small and stay small. One garment or pair of shoes at a time will limit the losses should the new enterprise fall apart. This rule is the reason I use multiple tailors, even though I have worked with some of them for many years.
Second, be alert for any signs of business stress. Flee at the first sign of late deliveries or poor quality. Small failures can happen to even the most established enterprises, but remember that things within a new firm are always worse than they appear. If word of mouth about the stresses disappears over time, you can always order again.
Bespeaking anything is unlike buying ready to wear, where the buyer can see what he is going to get. Even the best makers will produce the occasional suit that is a little too tight despite several efforts to fix it, or shoes that are a quarter inch too long for your feet. Added to the already considerable cost of the stuff is the price of the occasional failure, and there is no way around it. But with care you can avoid castles in the sand.