Andy, may I first say that I love your work.
But as a hobby knifemaker myself (even if UK based), I don't see that I'm somehow undercutting what you do, anymore than big production factories undercut what you do.
You have a handmade/custom knife range. Of course that is worth a premium compared to something that comes off a production line. Except it's the production line knives that give "customers" the expectation of something for very little. It's the Mora's and the Bokers and the Enlans that set the benchmark in "bang for your bucks". Those customers who compare production prices with handmade prices aren't actually particularly in the market for a handmade knife. True I don't have the overheads you do, nor am I looking to feed my family off what I make on knives (otherwise I'd be charging a similar price to you). On the other hand, I don't have a "name", there's no real guarantee (apart from my "word") on the quality of what I do and people who'd be buying my product are taking a gamble that eventually my "name " willl be worth enough to command similar prices to a professional custom /handmade knife maker. Your knives aren't just custom/handmade knives, they are Fiddleback Forge Handmade/custom knives and that is worth a premium. There's a TV ad over here that refers to people selling "other" brands of car and saying such and such a feature is "just like a VW Golf", whether it's BHP, Road holding, Build quality or even the sound of the dooor shutting. The punchline is "Why drive something like a Golf, when you can drive a Golf?". You have a brand, readily identifiable and a reputation for quality. Don't cut your prices or think you're losing customers because you're too expensive. You're not. If anything you're too cheap! You've already got your "best price", you already sell at that. people are "funny" about stuff. One of the guys on another forum was trying to get rid of a fridge. Less than a year old, the only reason to get rid was because they'd refitted the kitchen with new decor based on silver colours for the appliances rather than white. The fridge was too good to just dump, so he left it outside with a sign "Perfect working order, free to a good home help yourself". 3 weeks later it's still outside on the lawn. He changed the sign to "For sale £25" and it was stolen within half an hour. Many of the "professional" knifemakers in the UK have found that when they put their prices up, demand increases. Look at the Alan Wood Woodlore Knife (OK, the Ray Mears Branding has had a lot to do with it as well) but when he found himself with 2 year back orders, he put his prices up to discourage buyers. It did nothing of the sort, in fact he jumped to a 5 year waiting list because of the increased custom.
Sell your knives and feed your family and don't be afraid to put your prices up to retain your (paltry) profit margins, you already know yourself, the customers are getting the best deal they possibly can, don't be stealing the food from your kids to maintain an impossible price. No one will thank you for it. Particularly not customers with no idea of what goes into the knife in the first place.
PS: Don't take my advice until I've managed to buy something from you
