Clarity Diamonds — Pricing Strategy

Date: 2026-03-09
Status: Active

Pricing Model

Clarity Diamonds uses a two-stage discount model on diamonds. All diamonds are assigned a New Original Price, calculated using the formula:

New Original Price = round((Cost Price × 2.2) ÷ 0.7, nearest $50)

This original price is set so that our everyday 30% discount results in a price that is competitive against all major Australian lab-grown diamond competitors. During launch, a 40% discount is applied as a limited-time special, producing an even sharper price point.

Settings (rings, bands, metalwork) are sold at a fixed price — no discount. Gold and platinum have a real cost floor that doesn't allow for artificial markups and markdowns. This keeps our setting pricing honest and sustainable.

House Collection Pricing

Collection Order (Price Anchoring)

Display The Emerald first. The $9,300 original price anchors the collection, making every other design feel like great value by contrast.

1. The Emerald — $9,300 (launch: $5,580)
2. The Statement — $5,600 (launch: $3,360)
3. The Forever — $5,600 (launch: $3,360)
4. The One — $4,600 (launch: $2,760)
5. The Classic — $4,100 (launch: $2,460)

Ring Settings (Standalone) — Fixed Price, No Discount

Settings are priced at a fixed rate — no discount applied. Gold and platinum have a real cost floor.

These are representative prices for 18k white gold. See Operations/Pricing Update Prompt.md for full per-metal pricing (18k white, yellow, rose gold + platinum).

Pricing Psychology

Good-Better-Best Framework

• Entry (Good): The Classic ($4,100), The One ($4,600) — 1.0ct designs at accessible pricing. Launch: $2,460–$2,760. Where most buyers land.
• Core (Better): The Statement ($5,600), The Forever ($5,600) — mid-range. Launch: $3,360. Upgrades feel natural from the 1.0ct designs.
• Aspirational (Best): The Emerald ($9,300) — highest price. Launch: $5,580. Anchors the entire collection.

Display Rules

• Round pricing: Use round prices ($3,150 not $3,149). Round numbers signal premium quality.
• Crossed-out original prices: YES. Show the original price struck through with the discounted price alongside. This is our own RRP, not a competitor comparison — fully defensible under Australian Consumer Law.
• Discount badge: Show both the crossed-out price AND a percentage badge for maximum effect.
• No competitor comparisons: Don't reference competitor prices on the site. Our price should feel fair on its own merits.
• "From" language: Use "From $2,460" (launch) or "From $2,870" (everyday) on collection pages.
• Mental accounting: In ad copy, frame as daily cost over a year (e.g., "$6.74/day" for The Classic at launch).
• 18k gold callout: Always mention "18k gold" near pricing — this is our structural advantage over competitors using 9k/14k gold at similar prices.

Price Display Format

The Classic
~~$3,150~~  $1,890
40% off — Launch Special

The crossed-out price anchors perceived value. The percentage badge communicates the deal. Together they're more effective than either alone. After launch ends:

The Classic
~~$3,150~~  $2,205
30% off — Everyday Price

Launch Pricing — Genuine Scarcity

"Launch pricing" is loss aversion done honestly. Prices will increase when launch ends — this isn't a fake countdown timer. State it plainly:

"Launch pricing ends June 30, 2026. These are our introductory 40% off prices while we build the collection."

Key dates:

• Now → June 30, 2026: 40% off launch pricing
• July 1, 2026 onwards: 30% off everyday pricing

Transition plan:

• June 1: Start "last month of launch pricing" messaging in ads and emails
• June 16: "2 weeks left" email to subscriber list
• June 23: "Last week" email + increase ad urgency
• June 30: Launch pricing ends at midnight AEST
• July 1: Switch to 30% off. Frame as "our everyday prices are still the best in Australia" not "sale ended"

The transition lands right before Australian winter engagement season (July–September planning for spring/summer proposals). The 30% off price still undercuts all 18k gold competitors.

Perpetual Sale Risk

The 30% everyday discount must not feel like a permanent "fake sale." Mitigations:

• The Original Price is visible but not dominant — show it crossed out in smaller text
• The 40% launch has a firm end date — this validates it as a real limited offer
• When launch ends and price rises to 30% off, customers see the launch discount was genuine
• Periodically review the Original Price formula — if competitors raise prices, our Original can increase too

Competitive Positioning

All pricing is benchmarked against the seven primary Australian lab-grown diamond competitors. At the everyday 30% off price, Clarity Diamonds undercuts all competitors on equivalent 18k gold products. Competitors using 14k gold (notably Luxe by West) are priced comparably, but Clarity Diamonds offers a superior metal quality at the same or lower price point.

18k Gold Advantage (Under-communicated — fix this)

Our biggest structural advantage: every Clarity setting is 18k gold. Most online competitors at our price point use 9k or 14k gold. This should be prominent near all pricing:

"All Clarity settings are 18k gold — the same quality used by Tiffany and Cartier. Most online competitors use 9k or 14k at similar prices."

Price Positioning by Tier

Pricing Disclaimers

For "From $X" on House Collection

Prices reflect current market conditions and may change. All diamonds IGI certified.

For General Lab-Grown Pricing

Lab-grown diamonds are typically priced lower than mined diamonds of equivalent grade. Prices based on current wholesale market conditions.

Legal Footer

Clarity Diamonds Pty Ltd. ABN [number]. Prices in AUD. All diamonds independently certified by the International Gemological Institute (IGI). See /terms for full details.

What We Do NOT Say About Pricing

What We CAN Say

• "Thousands less than high-street jewellers"
• "No high-street overheads baked into your price"
• "Honest pricing in an industry that needs it"
• "Launch pricing — 40% off all designs"
• Crossed-out original prices with discounted prices (our own RRP)
• "~~$4,100~~ $2,460 — 40% off launch special"
• "All settings are 18k gold" (competitors mostly use 9k/14k)
• Specific "From $[price]" on our own products

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