How To Price Your Leather Goods For Profit

By: Mary Savel

So you’ve been working really hard at developing a new leather wallet for your online shop and you’ve been making sure the design is perfect before you put it up online. You’ve taken some well lit and clear photos and have got a catchy title and description that speaks directly to your ideal customer.

But you have a problem.

“How do I price my leathergood?”

Why Pricing For Profit Is Hard

Pricing for profit can be hard for the new leathercraft business owner for a few reasons.

Sometimes they make the mistake of putting themselves in their customers’ shoes and then thinking about what they themselves would pay for their new leathergood. Don’t think about what you could afford, but what your ideal customer could afford. Most of the time, you’re not your own ideal customer and can’t necessarily afford your own leather goods. I know I can’t afford mine!

Another reason why pricing for profit is hard is that the new leathercrafter for whatever reason doesn’t put a high value on their own product. They just can’t believe that they’d be able to create something of a high value. Obviously, this is not true, and it’s most likely just a mindset issue.

And finally, money is weird. Right?

For a lot of people, the exchange of money for something that they’ve made can just make them feel uncomfortable. Ever tried to negotiate a salary or ask for a raise? That queasy unsure feeling that can come over you is the uncomfortable feeling that I’m talking about. And to avoid this discomfort, people often times undercharge for their products and as a result never stay in business for that long.

Why Pricing For Profit Is Important

So the reason why we must price our products for profit is because if you’re not profiting from each sale that you make, then you’re breaking even or worse losing money on each sale.

If you’re losing money or just breaking even, then you don’t have a sustainable business. You have a hobby that you are self-funding.

Without a profit, not only are you not able to sustain your business and continue it but you’re also not able to scale and grow your business into something bigger.

The Simplest Way to Price For Profit

So to avoid going out of business before you even get started, use real numbers and two simple pricing formulas to get your base price.

We can use the following formulas for wholesale and retail pricing



So for example, let’s say you have made a wallet that you want to put up for sale on your website.

Your materials costs are $9 and say your hourly rate is $20/hr and it took you 30 mins to make.

Your wholesale price for the wallet is going to be $38 and your retail price is going to be $76.

Here’s how that math works:


WHOLESALE = ($9 + $10) X 2

WHOLESALE = ($19) x 2



RETAIL = $38 X 2

RETAIL = $76

Now before you think “oh no, that can’t possibly be the price and this formula doesn’t work for me!”, just know that this price is not carved in stone. Many people think that they have to use the exact price that the formula gives them but this isn’t true and I’ll tell you why in a minute.

The biggest pro to using these formulas is so that you know that your base costs are covered. So instead of thinking, “what would my customer pay for this or what would I pay for this?” and pulling a number out of thin air, you can be sure that your costs are covered and that you’re making a profit on each sale.

Tweaking Your Price For Your Ideal Customer

After you’ve run your numbers through the formulas, you can now analyze and use this price as your jumping off point. Ideally, you know who your customer is and you know what kind of pricing strategy that your business operating under, right?

For example, if you’re targeting a higher end luxury customer, you’re probably going to price higher then what the formula gives you. Instead of a 2X markup, you might have a 4X markup (the markup is the factor of 2 that you are multiplying your costs by).

Keep in mind, that if you’re trying to reach the high-end customer you must be operating a high-end business across the board. This means having a high-end product, high-end customer service, high-end website, and branding etc.

If you’re targeting a mid-range customer, who expect quality but at a competitive and reasonable price you’re probably not going to veer too far from the price that your formula has given you.

So when it comes to pricing your leather goods, make sure you’re looking at the big picture. Think about who your audience is, what type of customer you’re targeting and that you’re using real numbers and these simple pricing formulas as a jumping off point.

In addition to profitable pricing, there are 3 strategies that every leathercrafter should be implementing into their business when they first get started. I’ve created a detailed guide that shows you exactly what these 3 strategies are and how to implement them into your business so you can not just sell your leather goods, but create a successful leather goods business that you can grow.

Download your copy at www.lucrativeleathercraft.com.

Mary Savel teaches people how to make and sell their traditional leatherwork online, at craft fairs and to stores. She runs www.LeatherBeast.com, www.MarySavel.com, and lives and works out of her NYC apt that she shares with 1 boyfriend and 2 cats.



21 Replies to “How To Price Your Leather Goods For Profit”

  1. Thank you for this. Due to being recently disabled I am forced to think about trying to earn money from my crafts. After reading this I realize that I need to change my mindset.

  2. Mary, Thank you for posting this. As someone new to leathercraft, this is very helpful information. I see that I need to rethink pricing before selling to the public.

      1. Hi Weaver Leathercraft, I would like to thank you for sharing this article. I found this article very informative both in pricing & confidence. Our family has had a company in the UK since 1921 and as per the article, I can’t afford to purchase the items I make. I have found that it is very important to disassociate yourself and not try and justify your prices depending upon your own income, because you are NOT the customer. This can be very difficult at times. The notes on pricing are a general starting point guide and are also very useful. The main thing is add value to your product & build your brand. My grandad use to say, you are your product, your product is you, meaning knownone buys anything from someone they don’t like! Lastly, I should say that we made our 1st transaction with Weaver Leather a few weeks ago and I found them really nice and helpful.

        1. Hi Paul,
          Thank you so much for your comment! We’re so glad the article was helpful and informative and that your first transaction with us was helpful and friendly! The fact that your family business has been running since 1921 shows that you have a passion for what you do. Thanks again!

  3. Great article! I think having the confidence that my work is good enough to justify the retail price is definitely a mind set I need to overcome.

  4. I just started out I leather, I find Weaver there’s no care for that new Leatherworker, for something that cost $350 to$400 in the catalog, but when I call weaver want over $800. You pork the little,…so we have to use Tandy or other leather shop….Weaver charge what in the catalog….. i’m at 20 year veteran of military and given my life to my country and my phone Weaver tries to rip us off.

    1. Hi Emmitt,
      Thank you for your service in our nation’s military. I’m sorry you feel this way about us. The prices in the printed catalog are for wholesale accounts and at this time we do not have a printed catalog with retail prices. We are in no way trying to rip anybody off, we started selling retail so that everybody would be able to buy from us, not just businesses and wholesale accounts. We do offer a military discount on our retail site, you can check it out here: https://www.weaverleathersupply.com/learn/military-discount

      1. Think you for the reply to my email, since I do not have the income needed I was shock to find out I must buy $500 a year. It’s not much to some guy making trade shows, or a shop…but I’m a guy that sets in his back yard Shed, learning, so there no way I’ll have that income…..but hand down, Weaver tools is like buying craftmen tool…….my opinion still stand, weaver makes me buy second class tools….but in my heart I can’t pay $800 for some you sell for $350 to $400……someday I’ll be a high roller too.

  5. Very good information, thank you. Like others have mentioned, changing my pricing mind set is now a must. I’ve given away more then I’ve sold and I’m clearly under pricing what I have been selling.

    The price I have difficulty coming up with is a material costs. If I buy a side at, say, $120.00 do I just divide the number of potential projects into that? Spool of thread, leather cements and dies or stains? I’m just at a loss to figure out my materials costs so I can accurately come up with a retail price.

    1. Hi Gil!
      Unless you’re using the same amount of leather for each project you’ll need to calculate your leather materials costs per product individually. First determine how much your leather is per sqft. So if you make a bag that uses 3 sqft of leather and you buy a side of leather which is 20sq ft for $120. You would first divide the $120 by 20sqft to get the price per sqft which is $6. Then multiply the $6 by 3 sqft and get $18 in leather costs for the leather bag. If you were making a wallet and only needed 1 sqft, your leather cost would be $6. Make sense?

  6. I have been trying to get my leatherwork business off the ground on etsy for years. I have been hand making my wallets and sharing on medias to see what people think and have had good feedback on their looks. Problem was getting them up on etsy with pictures. Now, I am concerned about pricing. I was thinking $100 for each wallet, but I when I said I may list them for that much they started comparing me to gucci. I used your equation and got $130 instead of $100 (($55 in hours + $10 in materials) x 2 = $130). This seems more expensive than I thought.

    The reason why I spent so many hours on these wallets is that I wanted a product I was indefinitely satisfied with. I wanted a great quality wallet that would impress me and my friends and family, but would also be worthy of someone looking for a handmade wallet that was hand cut, dyed, and sown.

    Am I spending to many hours on my wallets? Should I try lowering the time I spend and maybe not being able to produce a certain line of wallets at the quality I could?

    Quick note, this is of my latest edition of trifold wallets. My bifolds are $86.

    Thank you for bearing with this wall of text.

    1. Hi there!
      Wallets are a tough one because the market is so saturated and without a name like Gucci, it’s tough to charge $130.00. I might say start with a smaller, more simple wallet, get your quality out there, get some sales going, and then work up to the higher dollar items. Sometimes it’s hard for customers to pay a high dollar at first but if they buy, say a cardholder or something less expensive and see the quality, they will be more willing to then jump up to a more expensive item.

  7. This article is great and very helpful. Like most others I have breaking even if lucky. I don’t do the traditional leatherwork. I make mostly leather pillows, leather bears, rabbits, dogs and a few smaller items: baby moccasins, dog keychains/ornaments etc. I’m finding it difficult to price out a custom order, as I have no idea how long it will take to make. How do you price an item for a customer beforehand when you are sketching, designing and making patterns before you even think about assembling? The last pillow I made had over 300 rivets, 10 leather letters etc and took me approx 12 hrs. What about a king headboard? Made this for myself to see if I could actually make my sketch on paper, come to life with leather…..it worked and is beautiful. I’d like to consider doing others, but again how do you price if you don’t know how long it’s going to take you? Thank you

  8. Material cost should be actually what you paid + markup.
    I think the sliding point is the labor cost. When just starting out, your product might not be as “finished” as someone with more experience. In that instance, should you be charging $20+ for labor? I understand your time is valuable to you, but if you’re making beginner items versus professional quality items, there should be a distinction in price.

  9. Amazing article! An old one but a good one!
    This is very helpful as I’m going to start my shop in a few months.
    Thank you weaver!

    Can one join for a membership with a business account to receive discounts on leather?

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