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.
| Discount Level | Multiplier | Purpose |
|---|---|---|
| No discount | × 1.00 | Original / RRP displayed on site |
| 30% off | × 0.70 | Everyday competitive price |
| 40% off | × 0.60 | Launch special — ends June 30, 2026 |
House Collection Pricing
| Product | New Original Price | Everyday (30% off) | Launch Special (40% off) |
|---|---|---|---|
| The Classic — 1ct Round Solitaire 18k White Gold | $4,100 | $2,870 | $2,460 |
| The One — 1ct Oval Pavé 18k White Gold | $4,600 | $3,220 | $2,760 |
| The Statement — 1.5ct Oval 18k Yellow Gold | $5,600 | $3,920 | $3,360 |
| The Emerald — 3ct Emerald Solitaire 18k White Gold | $9,300 | $6,510 | $5,580 |
| The Forever — 1ct Cushion 3-Stone Platinum | $5,600 | $3,920 | $3,360 |
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.
- The Emerald — 5,580)
- The Statement — 3,360)
- The Forever — 3,360)
- The One — 2,760)
- The Classic — 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.
| Setting Style | Price |
|---|---|
| Solitaire | $2,750 |
| Pavé Band | $3,850 |
| Halo | $4,800 |
| Three Stone | $5,900 |
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 (4,600) — 1.0ct designs at accessible pricing. Launch: 2,760. Where most buyers land.
- Core (Better): The Statement (5,600) — mid-range. Launch: $3,360. Upgrades feel natural from the 1.0ct designs.
- Aspirational (Best): The Emerald (5,580. Anchors the entire collection.
Display Rules
- Round pricing: Use round prices (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 2,870” (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
| Tier | Clarity (Launch 40%) | Clarity (Everyday 30%) | Competitor Range |
|---|---|---|---|
| Entry (1ct solitaire) | $2,460 | $2,870 | 3,500 |
| Mid (1.5ct) | $3,360 | $3,920 | 5,000 |
| Premium (3ct) | $5,580 | $6,510 | 9,000+ |
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
| Claim | Why Not |
|---|---|
| ”Save 40-60%“ | Unverifiable comparison — against who? |
| ”Save $X,XXX” | Specific dollar savings are indefensible |
| ”$5,800 at a traditional retailer” | Unverifiable baseline |
| ”Our margin is 15%“ | We don’t publish margins |
| ”See the manufacturer’s invoice” | We don’t share invoices |
| ”500% markup at other jewellers” | Industry stat, not our claim to make |
| Charm pricing ($3,499) | Signals bargain hunting — not our brand |
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)
- “~~2,460 — 40% off launch special”
- “All settings are 18k gold” (competitors mostly use 9k/14k)
- Specific “From $[price]” on our own products
Related Documents
| Document | Location |
|---|---|
| Pricing Research & Disclaimers | Sales/Pricing Research & Disclaimers.md |
| House Collection | Sales/House Collection.md |
| Brand Positioning | Marketing/Brand Positioning — March 2026.md |