Varlet is moving to Order Form

Aldo, I plan on buying another one of your brushes as you make an exceptional product.  So, please keep going regardless of the dark elements in the community.  The Internet has a lot of turds out there.  Even idiots and fools who will personally attack you and have zero repercussions.  Just do you, Aldo.

are you getting a discount for trying to stifle discussion here?

I hope everyone had a great weekend. I took some time to reconsider the pricing and have some news to share. No doubt, the new format has raised some eyebrows and has turned some people away from The Varlet, which is hard for me to see both as a business but also on a personal level. I did have that possibility in mind when restructuring but also was mindful that I'd be losing more because of the way that the drops were being made. 

I'm confident that while the pricing for custom orders is driving some away, that in perhaps a few months' time or maybe in a year or two they might reconsider the value of ordering a custom piece and the experience it will bring. I think this is a much better way of doing it when compared to making drops for brushes that most don't have a chance to purchase, because everything nowadays is done at lightning speed.

As I mentioned previously, I've come to realize is that The Varlet most likely won't be a high production brand. I didn't have the knowledge or the foresight back when I designed the brushes to maximize the number I could make.

What I'm trying to achieve with the new format is balance. I'm trying to achieve a balance in my workload, maximize the quality of the brushes, and increase the level of service and communication I can provide. Also, I'm taking into account the overall purchase experience. I don't think making drops for a limited production brush is the best way to go about it. It creates too much tension out there. If and when I'm able to provide a brush that I can make in larger numbers, I'll reconsider making batch releases.

My order list is actually looking very good right now, it is long enough but it's not overwhelming. However, I feel I might be losing many of you in the long term due to the way that this has been announced. It does mar my reputation and weigh on me personally and that is something I don't take lightly.

I have adjusted the prices of the brushes by about 8%. This puts most builds in the low to mid $400's, which I honestly feel is very fair for what is delivered. The prices for extra options has been lowered a bit as well, and the brushes ship for free. I really don't see any reason why anyone should have an issue with this pricing structure considering the reputation of the brushes and that they are made to order. I have to make sure the prices are fair, but also be fair to myself.

The pricing changes will be applied to all custom orders that have already been paid as well as order requests that are in the queue. I hope that is good news to all.

-Aldo

kudos for taking the time and reading the feedback and adjusting your prices since you felt that was the right thing to do.

Does anybody remember the old days when you walked into a store and looked at an item you were interested in?  You'd look at the price and maybe you'd say wow good deal and buy it right away or maybe you'd say wow, that's pricey and not worth it and walk out or maybe you'd say wow, that's pricey but I sure want that thing because its well made etc, I'm going to have to save some extra money out of my next few paycheques so I can afford this baby.  Or maybe you remember looking at the price tag and then going off on a rant to the salesperson or the shop owner giving them a lesson in business taken from your long history of no track record in business?  Yeah, I don't remember doing that either    I don't think anybody has to justify their price structure - the market will tell them if they're in line or out of line.  Thats enough.  This modern, social media driven, online commerce has its pluses but there are some minuses too.

Agree with your sentiments to a large extent...however the times you speak of had no social media for
consumers to discuss such matters.

We have this to thank...for the paltry, face saving and grudging price reduction that has been tossed on our
plates with a gentle take it or leave it admonition. But this is only due to 16 pages of pretty vocal resistance.
The threat of going back to the private sector was a good one....I didn't see that coming. LOL.

come on man, Aldo doesn't have to listen to any feedback or make any brushes at all, but he is, and decided that his time is worth X amount for his work.

We have this to thank...for the paltry, face saving and grudging price reduction that has been tossed on our
plates with a gentle take it or leave it admonition. But this is only due to 16 pages of pretty vocal resistance.
The threat of going back to the private sector was a good one....I didn't see that coming. LOL.

The man comes on, acknowledges the pushback, and offers to drop the price from what he originally felt was fair.  And you still kick him right in the teeth.  I guess it's just OK to not bash artisans who aren't friendly around here?  Very classy.

not true...we probably have more merchants on DFS than any other shaving forum out there for a reason.

Aldo, I've not been in your price range, in the past or at present, but I repeat: Don't let the bastards get you down. It's your business, no one else's. I wish you the best. I just don't get why folks who don't like the price of a product don't just shrug and move on. If the folks on this thread are trying to give you marketing advice, that advice seems a bit ham-fisted, and better relayed through a PM.

Time is very important. In my prior career, as a lawyer in private practice, my value--and thus my income--was measured by billable hours.When I left the practice seven years ago, I billed at $550 per hour. Absurd? Yes, but that was the market. Now I work at a non-profit where I make much less than a brand new lawyer makes at my old law firm, only because I chose to become "semi-retired," and I knew I would truly enjoy the work (i.e, my utility curve moved away from money toward how I wanted to spend my time). Which I do, even seven years later.

I mention my history because Aldo's narrative about time resonates with me. If the opportunity cost of making brushes exceeds the opportunity cost of doing something else he enjoys as much, why would he make brushes anymore? I applaud your approach to your career, Aldo.

definitely agree. time = money, period.

Given the ego factor involved, any concession made in this case is progress.
However, IMO the concession does not seem to reflect the feedback provided.
Seems more like doing something for the sake of appearances rather than to address
the situation properly.
If stating this somehow becomes unclassy or ungentlemanly to some of you, fine.
Stay with your opinions, I'll express mine.

if you don't like Aldo's offerings or prices, just move on....?

I'm not going to spend $400+ on a brush, but I don't begrudge those that do....or someone who puts the value on their time and product at a certain rate that isn't for me..

Aldo, I plan on buying another one of your brushes as you make an exceptional product.  So, please keep going regardless of the dark elements in the community.  The Internet has a lot of turds out there.  Even idiots and fools who will personally attack you and have zero repercussions.  Just do you, Aldo.

the "dark elements" bit made me laugh... and it sure does have a lot of turds out there!

Time is very important. In my prior career, as a lawyer in private practice, my value--and thus my income--was measured by billable hours.When I left the practice seven years ago, I billed at $550 per hour. Absurd? Yes, but that was the market.

Im sure $550 was your hourly rate and your clients were probably happy to pay it....did you ever try to quote them $1,100
per hour all of a sudden and see how they reacted? Double...for the same service. (Which is the only issue being discussed here.)
You could probably throw in a few homilies about how you did an audit and felt that your time was worth more. And would you be
surprised if there was any pushback?

Time is very important. In my prior career, as a lawyer in private practice, my value--and thus my income--was measured by billable hours.When I left the practice seven years ago, I billed at $550 per hour. Absurd? Yes, but that was the market.

Im sure $550 was your hourly rate and your clients were probably happy to pay it....did you ever try to quote them $1,100
per hour all of a sudden and see how they reacted? Double...for the same service. (Which is the only issue being discussed here.)
You could probably throw in a few homilies about how you did an audit and felt that your time was worth more. And would you be
surprised if there was any pushback?

what if Aldo values his work and time as being $400+ for 1 brush? is he not allowed to charge this? perhaps he's been undercharging for as long as he's been in business and he's had enough of that...he also mentioned that he's allowing people to customize their brushes at their whim (based on the customization selections available) and giving customers better customer service.

there has been push back and Aldo acted accordingly by adjusting his prices downward a little bit.

as a quick and easy real world example...here on DFS for the first 3 years, I did not charge merchants anything to promote their business on this site. starting in 2018, I added a fee of $20/yr, per merchant, to help compensate me for my time for running this site and allowing them the chance to talk about their products in their own forum section and throughout the overall forum with very few restrictions...

what if Aldo values his work and time as being $400+ for 1 brush? is he not allowed to charge this? perhaps he's been undercharging for as long as he's been in business and he's had enough of that...he also mentioned that he's allowing people to customize their brushes at their whim (based on the customization selections available) and giving customers better customer service.

there has been push back and Aldo acted accordingly by adjusting his prices downward a little bit.

as a quick and easy real world example...here on DFS for the first 3 years, I did not charge merchants anything to promote their business on this site. starting in 2018, I added a fee of $20/yr, per merchant, to help compensate me for my time for running this site and allowing them the chance to talk about their products in their own forum section and throughout the overall forum with very few restrictions...

It's all relative, isn't it? The example you've given about DFS sounds pretty reasonable...you went from 0 to $20
while providing no drop in features to your merchant subscribers...I cant see anyone being sore about it.
Other forums charge $500 a year, Ive heard.

Over here, we are seeing a $325 brush (already hiked up in price from $280) shoot straight to $500 approx
with the same basic features as before. That's a $220 hike....after the small concession that was made.
Customers will evaluate this on their own and decide what they're going to do...no one else's business.

The way I see it....merchants are free to ask whatever they want....and the customer is allowed to question the thinking behind it.
What is surprising is when people start attacking someone for expressing an opinion...calling someone who you disagree
with a turd or a bastard who's trying to grind you down is, well, I don't see how it helps. I choose not to take the bait
because I don't want to be banned and I don't want this thread to be locked.

The beehive shape actually costs more than any of the other shapes.

The beehive shape actually costs more than any of the other shapes.

you're right...thanks...I should edit my post or there will be hell to pay.

I can't believe I am going to say this, as I have already stated that I will not be purchasing a Varlet, but I am not sure that Aldo should have acquiesced in his pricing structure. It was, however, a very gracious move on his part.

Honestly I think we all want the same thing here guys but unfortunately there seems to be several obstacles in the way. This will probably be the last I speak toward Aldo's pricing structure as in the end the market will indeed make the final decision. I have to preface this by saying I do indeed own a Varlet and largely "desire" to own more.

I think at this point we all agree that Aldo makes a great product and I also believe he should be paid properly for his time and efforts. In addition to what I said prior I have to say I am surprised Aldo changed his pricing structure and it look like there was indeed some thought behind it. I am however sadden at his remark that he will never revisit his pricing structure because he wants to be paid X amount per brush. As other have stated we have many brush artisans these days Scott, Brett, Brad, the likes of Paladin and Black Eagle, alongside a newer entry from Australia, and Aldo of Varlet. The biggest difference here is the vast majority of them are doing sustainable business yet their prices are quite a bit more fair then that of Aldo's. I have two custom's from Brad and plan on buying more. I have an ongoing email communication that span several emails and weeks with Brett on a custom. And I plan on possible getting something from the Aussie and Black Eagle if there is something that fits my current taste.

I am, however, not planning on getting a Varlet at these currently price point. The lowering of his pricing and a move to better communication and availability is a step in the right direction. But I cannot see how for the extra money he is offering for his time and services to be worth that much more then some of the other notable players we already have in the field. I am glad he had orders but the question to the sustainability of said model; I do indeed question. Unless he is booked out til the end of the year like James of Wolfman I have my doubts on it's success.

I, know, I want another Varlet. I know of at least 10 other people who do yet are not purchasing a brush in the current pricing model. That is saddening as I know now if all goes wrong he will go out of business as he will not update his price. I guess I can get another one off the second-hand market but we shall see. I do wish him success but I am not a current patron of his until thing changes; it is as simple as that.

I've heard stories from others of horror stories from even back then.

Oh sure, if you've ever worked in retail/hospitality you know how awful people can be, however that's the exception not the norm and if you noticed it was usually "adults" abusing the young staff members.  When the adult manager shows up the irate customer often takes a different tone.  Pathetic.  That still happens today in shops and restaurants.   If you went (go) into a small owner operated shop and got abusive you'd be asked to leave.  I suspect that if some of the online abuse that is directed at people generally was to take place in a non-public / non-recorded context, the conversation might be a little different.  

Bottom line is I have no issues with people raising their concerns, whatever they may be, with artisans and vendors so long as its civil and respectful.  Its always interesting to see both sides of the business.  When things veer into abusive and disrespectful, aka trolling is when it becomes unpleasant and steps have to be taken.  We're fortunate at DFS to have a large group of top tier artisans and vendors as part of our community, however, there have been several artisans who have stepped away after continued abuse and that's just too bad.