Why we don't do big Black Friday discounts

(And Why Our Prices Stay Fair All Year)

An honest explanation of how small artisan businesses really price their jewellery.

Every year, as November rolls in, we’re asked the same question:

“Will you be doing big Black Friday discounts?”

And every year, our answer is the same:

We can’t — at least, not without losing money on every piece.

But that doesn’t mean we’re against Black Friday itself. It simply means that our jewellery — and the people who make it — can’t survive mass-market discounting.

So this year, we wanted to share something more valuable:

the honest, human story behind our pricing, and why we choose fairness all year round.

The Truth: We Price Fairly All Year

Unlike big retailers, we don’t inflate prices in October just so we can slash them dramatically in November. There are no fake RRPs. No “was £199, now £49”. 

Instead, our prices are based on real, grounded costs that reflect the actual work behind each piece:

• the global price of silver (a nightmare at the moment)
• the hours of our artisans’ skilled work (different for every design)
• safe & insured international shipping
• import duties  
• British hallmarking & assaying
• quality packaging that add to the value of our jewellery as a gift
• one caring human doing pick, pack & quality control
• adjustments, polishing & gift wrapping
• handwritten notes when needed
• secure, insured, next day postage
• marketing costs just to be found online in our competitive digital world
• a tiny margin to allow us to do new ranges and keep doing what we love

There is no big corporate profit hiding in the background. We’re not Amazon. We’re not a factory. We’re not backed by investors. We’re a tiny team working with real artisans we've know for 20 years to create jewellery for real people.

But Then Why Offer Anything on Black Friday?

Because here’s the uncomfortable truth:

If we don’t offer something, everyone shops elsewhere - and small brands like ours get left behind. If you can't beat 'em, you have to join 'em

So, we do a modest 20% discount. Not because we have margin to spare, but because:

• it introduces new people to our little brand
• once they try us, they usually come back
• we trust our quality to speak for itself
• it’s worth losing money today if it builds a relationship tomorrow

And we see Black Friday as a thank you to our loyal customers — who have kept us going while many businesses have failed.

The Hidden Cost of “Big Discounts”

Most people don’t realise it, but many big retailers:

• raise their RRPs before Black Friday
• manufacture “exclusive Black Friday” products of lower quality
• use lighter weights to save money
• switch suppliers to reduce costs
• outsource customer service
• ship via automated fulfillment houses
• cut every corner possible to deliver those discounts

The end result?

Lesser quality, more frustration, more waste, more disappointment.

We can't do it, and wouldn't want to.

What You Get Instead

When you buy from us — today, Black Friday, or any day — you get:

• handmade sterling silver jewellery, crafted piece by piece
• ethically created work from real artisans 
• a human being polishing, checking, adjusting & packing your order
• beautiful gift wrapping and handwritten notes on request
• free resizing and exchanges
• lifetime advice & care
• a money back guarantee we stand behind

You get honesty, not hype. Quality, not clearance. Fairness, not fake discounts.

Why Shop Small This Black Friday?

Because when you support a small artisan-led business:

• You keep traditional silversmithing alive
• You support real craftsmen, not factories
• You help a small team stay afloat in a world of algorithms
• You choose quality over quantity
• You make a genuine difference

And — at the risk of sounding sentimental — every order genuinely matters to us.

Thank You for Choosing Small

Corazon Latino isn’t a big company. We’re a small team working with talented artisans who take pride in what they do. It’s a small operation. No robots packing boxes, just Earl, polishing, packing and wrapping frantically to keep on top of the busy days. It's a business built on fairness, craftsmanship and genuine care — not inflated margins or factory production.

We love making people happy — romantic men, women who appreciate craftsmanship, nice people who value old fashioned customer service. That's what makes Corazon special.

Thank you for choosing us — today, Black Friday, and all year round.

Cat & The Corazon Latino Team