Pricing Strategy

I am starting a gift box business that will be geared toward affluent women buying gifts for their young grandchildren/neices/nephews. I am trying to figure out how I want to price the gift boxes. Do you find that the best strategy is to start low to appeal to more people and then raise the prices over time as you add more value and iron out the kinks? I worry that people don’t always see the value you are adding and get disgruntled when you raise the prices :). Or do you start higher and then bring the prices down as you are able to get your costs down? In this scenario I worry that the high prices will scare off potential new customers.