News
News

We won’t be participating in Black Friday sales, and here’s why…

Black Friday is an event inspired by the annual spending spree in the US, conveniently placed the month before winter festivities. It is a day, weekend, or even sometimes a week at the end of November where prices are significantly reduced.

 

We have decided that we will not be participating in this commercial tradition and here’s why.

 

The center of our values is that we believe in paying for what something is worth, from the materials that we source to our partners. Our prices are set to what we believe our jewelry should cost throughout the year in order to be able to run a healthy business and pay our partners and suppliers accordingly.

 

Yes, we occasionally do 10-20% sales, but this is within our business plan and is a way to say a thank you and give more people the opportunity to have their first Apiliotis piece. Have you ever thought about how it is possible for a product to reach a point where it can be sold 30-40-60-90% and still make profit for the company? And this question refers both to the product quality but also the way that it is produced.

 

And, if businesses can afford to knock off 50% or more from a product or service, then you have to ask how much are they making the rest of the year? Or are prices inflated superficially prior to Black Friday to allow excessive discounting? This obviously applies more to big companies than independent retailers.

 

We make all our products by hand in our studio, and we cast them in similar small studios in Athens. This means that people actually spend valuable time to make each piece and they need to be paid accordingly.

 

Moreover, Black Friday is a tradition against our motto – Buy less, value your items, wear them a lifetime. Do you know that studies show that people spend more during black Friday despite the discounts?  This is because people tend to buy more things that they may not necessarily need just because they were discounted. We would not want this tradition to be part of our marketing approach. We value our customers in the same way we value our partners and ourselves.

 

Inevitably, high consumerism comes with a cost to our planet, workers and small businesses that cannot afford huge discounts.

 

Apiliotis team has chosen not to be part of Black Friday tradition. Apart of the unethical part of it, our pieces are simply reflecting their true value.

 

So, why not avoid the shops on Black Friday?

 

Go for a run, relax, hang out with friends. Whatever you are doing, have a good day!

 

xx
Apiliotis team
apiliotis jewelry making jewelry
apiliotis jewelry handmade jewelry