Permanent jewelry is more than just a trend, it’s a luxury experience. In South Africa and around the world, the popularity of welded bracelets, anklets, and necklaces is growing quickly. As new business owners enter the space, pricing becomes a hot topic. Many feel tempted to lower prices to attract customers, especially when they’re just starting.
But here’s the hard truth: treating permanent jewelry as a cheap product will harm not only your business but the entire industry.
In this post, we’ll explain why permanent jewelry should be priced with value in mind, why competing by cutting prices is risky, and how to build your brand without lowering your worth.
1. Permanent Jewelry Is a Premium Experience
Permanent jewelry isn’t just about the product—it’s about the process, the quality, and the experience. Your customer is not simply buying a piece of chain—they’re investing in:
- High-quality precious materials like sterling silver, gold-filled, or solid gold.
- Professional welding services require the right tools, safety knowledge, and skill.
- Customisation and personalisation, which offer emotional value.
- A memorable experience, often shared with a loved one or to mark a special occasion.
When you price your jewelry too low, you tell your customer that none of these things matter. But they do.
2. Why Undercutting Hurts Everyone, Including You
It might seem like a good idea to start with the lowest prices in your area to get more bookings. But there are long-term consequences that often go overlooked:
• It sets unrealistic expectations
Once customers expect lower prices from one business, they start expecting it from all businesses. This puts pressure on everyone else to drop prices, creating a race to the bottom.
• It kills your profit
Low prices eat into your margin, making it harder to grow your business, reinvest in better equipment, or pay yourself properly. You may get bookings, but you’ll be working twice as hard for half the return.
• It damages the market
Permanent jewelry is still relatively new in South Africa. If too many businesses undervalue the service, it loses its premium status in the eyes of customers. That’s a loss for everyone in the industry, not just you.
3. Pricing the Right Way: Value-Based Pricing
Instead of focusing on being the cheapest, focus on offering value. Here’s how you can price your services the smart way:
• Know your costs
Consider your material costs, welding machine cost, travel (if you’re mobile), marketing, time spent, and wear-and-tear on tools. Add a reasonable profit margin on top of that.
• Charge for your expertise
Your customers aren’t just paying for jewellery—they’re paying for your skill, time, and professional service. If you’re offering chain welding safely and beautifully, that’s worth more.
• Price for your brand
Are you offering a luxurious experience? Custom charm add-ons? High-end packaging? Your price should reflect the brand identity you’re creating.
• Include fair value for your time
If your appointment takes 30–45 minutes, including setup, welding, and chatting with your customer, be sure to charge for that time. Your hours matter.
4. Compete with Quality, Not Price
Rather than trying to beat others on pricing, differentiate your business with quality and customer experience.
Here’s how:
- Offer unique chain options or custom charms.
- Provide exceptional service—clean, professional setup, and clear communication.
- Build an emotional connection. Encourage customers to come in with their best friend, mom, or partner.
- Educate customers on the difference between gold-filled and stainless steel, or why sterling silver is a better long-term investment.
- Highlight your skills, reputation, and reviews to build trust.
When you provide a better experience and a higher-quality product, customers won’t mind paying more.
5. Long-Term Success Depends on Smart Pricing
Starting a business is exciting, but it’s also tough. Many small businesses fail not because they lack customers, but because their pricing is unsustainable.
Think about where you want your business to be in a year or two. Do you want to still be undercharging and overworked? Or do you want a reputation as a premium, trusted service provider?
Your pricing sets the tone for your brand. Be confident in your worth. Educate your customers, show your value, and deliver a great experience, and the right clients will come.
Final Thoughts
Permanent jewelry deserves to be seen as a high-value, luxury service in South Africa. Don’t cheapen the market with low prices to attract quick wins. Instead, build your brand on quality, professionalism, and experience.
As a community of business owners, we all benefit when we hold the standard high.
You don’t have to be the cheapest, you just have to be the best at what you do.