Hello Lash Lovers!
In the world of lash artistry, pricing isn't merely about slapping a figure on your services. It's a complex dance of valuing your work and conveying that worth to your clients. Let's get into the nitty-gritty of pricing and how it can make or break your lash business.
The Intricacies of Pricing: It's More Than a Number Game
When I first ventured into the lash world back in 2008 as a mobile artist, my pricing strategy was, to put it bluntly, a shot in the dark. Charging only $50 for full sets and $35 for refills, I thought I was offering irresistible deals. However, this approach backfired. Clients began to doubt the authenticity of my work, asking if the stunning lash sets on my website were genuinely mine. This was my lightbulb moment. My lowball pricing was actually undermining my expertise. It's quite ironic – by offering low prices thinking it's giving good value, you might be unintentionally signalling to potential clients, "I'm not that skilled, hence the bargain price." By aligning my prices with the quality I was offering, I began attracting clients who truly valued and were willing to pay for top-notch services. This shift wasn't just about charging more; it was about understanding and showcasing the value behind every lash set I created.
Self-Worth and Pricing: The Inner Battle
Many lash artists, especially when starting out, struggle with pricing. This struggle often stems from their self-perception and self-worth. As a lash educator, I've seen artists set their prices low not because their clients wouldn't pay more, but because they themselves didn't believe they were worth more. This is a critical mindset hurdle to overcome. When I dared to elevate my pricing by introducing a high end service called 'Double Stacked Fully Loaded Siberian Mink' at $350 (don't laugh - this was before volume lashes were a thing!), it was a bold move. To be honest, I didn't think anyone would book them but it would make my other services look more attractive. However, the response was overwhelming, proving that some clients were willing to invest in unique and premium services. This was a valuable lesson in not projecting my own price sensitivities onto my clients, who were more than happy to pay more for something unique and special.
Navigating the Price Increase Dilemma
Many lash artists are haunted by the fear of losing clients if they raise their prices. I'm living proof that this fear is often unfounded. Sure, you might lose some clients, but many will stay. But let me share a slice of reality from my own journey. When I increased my prices, my loyal client base didn't just stick around; it expanded. I attracted a new demographic that valued and respected my expertise. A real life example? My very first paying client, (whom I jokingly refer to as my first 'victim' because I was so green) who initially paid $35, now happily invests $150 per refill. This is a testament to the trust and rapport built over time, and the consistently high-quality service provided. Raising your prices can be a strategic move to not only elevate your client base but also to reinforce the value of your expertise.
The Wider Impact of Underpricing
Setting your prices too low doesn't just impact your earnings; it sends ripples across the entire lash industry. It contributes to a damaging narrative where intricate, skilled lash artistry is undervalued. This trend, already observed in the nail industry, is something we must consciously avoid. Low pricing creates a market where clients expect high-end services for a fraction of their true worth. As artists, we need to educate our clients about the craftsmanship, time, and effort that goes into each lash extension session. Remember, the art of lash extensions is not just about sticking lashes on. It's a delicate, meticulous process requiring training, skill, and an eye for aesthetics. It's a service that enhances beauty and boosts confidence, and that's something you can't put a low price on.
Conclusion: Value Your Art, Elevate Your Worth
In summary, pricing in the lash industry is a delicate balance of understanding your worth, conveying that worth to your clients, and recognising the broader impact of your pricing strategy. It's about breaking free from the cycle of under-pricing and elevating the industry standard. Remember, you're not just providing a service; you're offering an experience, a skill, and a transformation that goes beyond the lashes themselves.
So, take a moment to reflect on your pricing. Are you truly valuing your art? Are your prices a true reflection of the quality and experience you offer? This introspection could be the catalyst to transforming your business and setting a new standard in the lash industry.
To go deeper on this topic and learn more about the strategies I've developed to build a thriving salon, check out my comprehensive e-book "Mastering the Art of Attracting and Retaining Clients".