Haven't encountered rudeness as such in Au Ciel but the staff never look happy and don't go out of their way to be friendly. I wouldn't say the Village establishments as a rule are "snobby", I feel the service is generally very good. The Dulwich Bookshop, for example, has always gone out of its way to locate books they do not have in stock. The toy shop/stationers are helpful too, as is the florists.