Inspired by the logic that shaped David Geller’s Blue Book, this session takes a practical look at how to price custom design and repair work in a way that protects margin, reflects true expertise, and earns customer trust. Instead of relying on rough time estimates or instinct, we will examine the thinking that leads to consistent, defensible pricing inside a real working shop.

Attendees will explore how to identify hidden complexity in jobs and account for risk, responsibility, and accountability when setting prices. We will discuss why time based estimates often undervalue skilled labor and how that habit quietly erodes profitability over time. The session will also address the role of customer psychology, including how perceived value is formed and why clarity in pricing builds confidence at the counter.

Through real-world examples, we will highlight common undercharging patterns in both repair and custom work and outline practical ways to avoid them. The goal is not just better math. It is a shared, modern mindset that allows jewelers and their teams to price with clarity, communicate without hesitation, and turn the bench into a consistent source of profit.