I have not reviewed Geller’s book. For that reason I wouldn’t think
being critical, except the minute you put a price in print it also
has a date. What is the economy of the area your in? What is the
level of expertise and the wages of the people in your shop? Many
more things to consider. One other big one is your competition. Work
with the market in your area as good, better, and best! If your work
is the best; charge a bit more! Especially if you carry a higher
overhead. Need I say more. Make a price list that you can live with
the prices. Don’t discount from it. Don’t hide it under the counter
either. It is a tool. It is designed to help you and your staff make
money. Use it on the counter for good clarification between
salespeople and clients. If it is outdated, read on.
Once you have decided to charge your own prices according to the
factors present in your area, here is my suggestion. Jewelers of
America (JA) has always made available through the national
affiliation of local chapters, (Our local chapter is PNJA, Pacific
Northwest Jewelers Association) a price list that is comprehensive
and detailed, except for one thing. There are no prices entered!
There purpose is to give an organized detailed list with every
imaginable jewelry repair on the list. It is then up to the business
owner to fill in the prices!
This price list is not perfect, but darn close to it! It has a
numbering system. The last itemized entry is #288 (under - JUMP
RINGS) 14k gold 8mm. Each task is numbered along with a description
of the job. When I did work for stores I asked the salespeople to use
the wording from the price list whenever possible, and to use the
numbers for clarity. Some salespeople in their quest for clarity, get
to wordy and actually make a straightforward job sound complicated.
Keep it simple!
Get a price list or two from your area, or from another area like
yours. Compare prices with what you are now charging. Ask JA or your
local chapter for a master price list. Price your list as you see
fit. Hope it helps!