Answering the pricing question: Where on Earth do we get our prices from?

One of two things happens when I tell people what our prices are:

  1. Their eyes get really big and they and they immediately check out of the conversation.
  2. Their eyes get really big, they want to know more and typically even sit for measurements right away.


Let's dive into this just a bit. Most boots and shoes are either priced under $300 or over $1000

There's a stigma about how they should be priced, and most of us are conditioned to believe a pair of athletic sneakers should be around the $100 mark, and a pair of nice boots or dress shoes should somewhere around the $300 mark. Its this way not because of consumer demand, at least not originally, but because of mass production and mass competition. Hundreds of shoe companies, most of which are not around anymore, spent countless hours (and dollars) to drive the cost of production down so they could be priced lower than the competition and thus sell more shoes.

This is almost always a bad move in business unless you're like Jeff Bezos and playing the long-long game of profitability.

We won't get into that now - our concern is the fact that the perceived dollar value of a pair of boots or shoes has been driven down to $15 in some cases. And the shoes over $1000 seem to be reserved only for the super rich - or those who have an addiction to buying luxury shoes.

The truth is, making a pair of shoes by hand, the way we do it, and the way it was done over a hundred years ago before the process was industrialized, cost the consumer anywhere from 3-8 week's salary. What?!

Its true, buying a pair of shoes back then was a big purchase, similar to the weight we feel buying a car these days. This is because making a pair of shoes or boots by hand takes many, many hours. Ours take about 3 weeks to make because we make them the same way they did back then. 

When pricing our products out, we weren't intending to mirror the prices of the old makers, it sort of just worked out that way. And we make a living wage. Its not a rich man's game to make shoes by hand, but our families are comfortable.

So for those who find that out prices are too high, I get it. They are high for me too. We believe they are priced fairly, and we avoid wholesale in order for the prices to avoid too much inflation. In fact - you receive our wholesale price, because that's what we think you should be afforded.

For those who can easily afford $1000 shoes, and understand the craftsmanship behind them, have an easy time taking the plunge.

We are here to serve both parties, even if neither buys from us, because we believe our cause is greater than our profitability.

My advice for those who are not ready to buy our shoes is: Be aware of the price you pay for your shoes. Do you think the people involved in making them were paid? If so, how much? Can you guess how long it takes to make a pair and what you'd want to be paid hourly to do it?

The other puzzle piece to that is, just because you paid $300 plus for shoes, doesn't mean they are any better than your $100 ones. And it also doesn't mean the workers are being paid a higher dollar amount.

The important thing is to be informed. To know something about the company you are purchasing from. That's what we really want everyone to be aware of.

We are completely transparent, and we think all shoe companies should be.

If you're ready to make a purchase with us you SHOP HERE.

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