Friday, March 22, 2013

$200 Value for $22?

Last week my mother-in-law was visiting.  She was wearing what appeared to be a beautiful amethyst Elevita necklace, which I couldn't take my eyes off--not only because it was beautiful, but because I was racking my brain trying to remember when I had given it to her.  Try as I might, I could conjure up no memory explaining how she came by the necklace.  Finally we asked.  She replied that it actually wasn't an Elevita piece, but one she had purchased in a department store, after looking high and low for just the right purple piece.  Hesitatingly I inquired, "Can I ask you how much you paid for it?"

"Two-hundred dollars!" was her reply.  I quickly went to retrieve a twin piece from my Elevita inventory, thinking surely there must be a noticeable difference when the necklaces were placed side by side, but no!  The only difference we could ascertain was that the Elevita necklace was actually longer, enabling it to be doubled or even tripled.  Amazing!

So why, she wondered, do we sell it at such a low price?  The reason is that we always allow our artisans to set their prices, telling them to make sure it is a fair price for them and their families.  Then we sell their goods as inexpensively as possible, in the hope that the low prices will drive more sales.  Quickly selling through a product enables us to purchase more as soon as possible, continually supporting the artisans.  After realizing that our price difference was because of our business model and not because of quality, my mother-in-law immediately bought three more strings of Elevita beads!  Thank you, Sharon!!

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