💰 Struggling to Charge What You’re Worth? Let’s Talk.
Nov 19, 2025🎧 Listen to this blog post as a Podcast instead #89 - Struggling to Charge What You’re Worth? Let’s Talk.
Are you secretly undercharging for your handmade products or terrified to raise your prices in case sales dry up?
In this episode, Steph gets real about why so many makers struggle to charge what they’re worth.
You’ll learn how self-esteem and pricing are deeply connected, why handmade buyers want to pay more, and how undercharging keeps you stuck in burnout mode.
Steph shares real coaching insights, simple mindset shifts, and practical next steps to help you price with confidence (and stop apologising for your worth).
If you’ve ever thought, “I can’t charge that much,” this episode will help you see your products, and yourself, in a completely new light.
✨ Tune in, take notes, and get ready to charge your worth without the guilt.
💰 Struggling to Charge What You’re Worth? Let’s Talk.
If you’ve ever looked at your prices and thought:
“I know I should charge more… but what if no one buys?”
you’re in the right place.
Because here’s the truth - undercharging isn’t just a pricing problem.
It’s a confidence problem, a self-esteem problem, and a business sustainability problem all rolled into one.
As handmade business owners, we’re not just pricing a product - we’re putting a price on something we made. That’s personal. It’s emotional. And when someone questions that price, it can feel like they’re questioning us.
But if you want your business to grow, this is the mindset shift you need to make.
1️⃣ Pricing Isn’t About Proving Your Worth
When you undercharge, you’re not being kind or humble - you’re quietly building a business that’s burning you out.
You might tell yourself:
- “It only takes me 10 minutes to make.”
- “I just want to be affordable.”
- “I’m not experienced enough yet.”
But your prices are not a reflection of your value as a person.
Charging fairly isn’t selfish - it’s self-respect.
It’s saying, my time, creativity, and energy matter.
If you’re pricing to be liked or to avoid judgment, pause and check in with yourself. Because you’ll be judged either way - so you might as well be judged while earning a profit and building a business that lasts.
2️⃣ Why Handmade Buyers Want to Pay More
Most makers assume that raising prices means losing sales.
But the reality? Cheap prices don’t attract the right buyers - they repel them.
Your ideal customers aren’t scrolling Etsy for the cheapest option.
They’re looking for something special - something with meaning, story, and heart.
When your prices are too low, buyers question the quality.
They start wondering:
“Why is this so cheap? Is it mass-produced? Will it last?”
It’s the same as seeing a “brand new iPhone” for half price online - you instantly assume scam, not bargain.
So ask yourself this:
🕯️ Which candle feels like the luxury gift - the £7 one or the £22 one?
Higher pricing doesn’t push people away. It positions you exactly where your ideal customers expect you to be.
3️⃣ The Three Hidden Mindset Traps That Keep Makers Undercharging
Most underpricing comes from one (or all) of these:
- Fear of rejection – “If I charge more, no one will buy.”
- Comparison – “That shop charges less, so I have to.”
- Guilt – “It only took me two hours to make.”
Here’s the reframe:
Pricing isn’t about hours worked - it’s about the value of the result.
A two-hour necklace might represent five years of learning, experimenting, and investing in your craft.
Remember the Picasso story?
A woman asked him to draw on a napkin. He did - it took a minute. He said, “That’ll be $30,000.”
She gasped, “But it only took you a minute!”
He smiled and said, “No - it took me 30 years.”
The same goes for you. You’re not charging for minutes. You’re charging for mastery.
4️⃣ What Happens When You Finally Charge Fairly
When you price confidently and make a real profit, everything changes.
✨ You attract better buyers – the kind who respect your time and don’t haggle.
✨ You create breathing room – so you can be creative instead of constantly stressed.
✨ You enjoy making again – because it finally feels sustainable.
It’s not about greed - it’s about building a business that values you as much as your customers value your work.
5️⃣ Meet Sam and Lydia
Let me show you what this looks like in real life.
Sam keeps her prices low because she wants to be affordable.
She makes some sales but feels constantly exhausted and resentful.
Every time she sees another maker doing better, her confidence takes another hit.
Lydia, on the other hand, decides to charge fairly.
At first, she’s nervous - but soon she’s attracting customers who love and respect her craft.
They don’t haggle, they rave about her products, and they thank her for her work.
Lydia isn’t “lucky.” She just decided her time was worth more.
6️⃣ Your Pricing Confidence Challenge
Ask yourself this:
“If I knew there were buyers ready to pay, what would I really want to charge?”
Say that number out loud.
That’s probably closer to your true price than the one you’re currently listing.
You’re not too expensive.
You’re not taking advantage.
You’re building a business that values you.
Once you plant your flag and say, “This is what I’m worth,” the stress starts to fade - and confidence takes over.
💌 Ready to Build a Business That Values You - and Grows Consistently?
Here’s the thing: confident pricing is only part of the picture.
The next step is making sure you have a steady stream of the right people discovering your work - every single week.
That’s where your email list comes in.
If you’ve been relying on algorithms, Etsy traffic, or social media to do the heavy lifting, it’s time to build something that’s yours.
The Maker’s List-Building Kit & Course shows you exactly how to:
✅ Grow a list of buyers who already love what you make
✅ Turn new subscribers into repeat customers
✅ Create simple emails that sell without sounding “salesy”
It’s designed specifically for handmade sellers - no tech jargon, no overwhelm, just a clear system that works.
Because charging your worth is step one.
Getting your products in front of people who are happy to pay it?
That’s how you build a business that lasts.
👉 Grab The Maker’s List-Building Kit & Course here and start growing your list - and your income - today.
Love Steph & Team HB xox
👋 Welcome everyone! My name is Steph, I've been running my handmade business full time on Etsy since 2016, and I'm here to help you!
🧡 I'll help you to start an Etsy shop, Etsy ads, show you how to sell more on Etsy, get to grips with Etsy SEO, Etsy branding, Etsy product ideas, finding your target market, identifying your niche and many many more.
🛍️ If you have an Etsy shop or your own website selling handmade products, or want to start one, this is THE channel you need to be subscribed to!
💰 I help makers start, run and scale their handmade businesses. Turning them from an expensive hobby to profitable businesses making 4 and 5 figure months on Etsy and your own website.
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✨I go live most Mondays on YouTube and in my Facebook group for mini workshops to help you make more money from your handmade business! You can see our upcoming events here
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