Why My Prices Have Changed (And Why I Don’t Compete on Price)
Since launching Sea Shur Jewelry in 2016, I’ve poured everything I have into building a brand that is authentic, detail- and quality-focused, and captures the spirit of the ocean. Over the years, one thing has stayed consistent: there’s always someone who thinks my work should cost less.
So here’s why my prices have changed—and why I don’t compete on price.
The Price of Precious Metals Has More Than Doubled
When I started this business in 2016, silver was around $16 an ounce but today, silver is hovering around $33 an ounce. While gold has gone from around $1500 to $3400.
That kind of spike in material cost has a huge impact on production pricing—and it’s only one part of the bigger picture.
I Keep Production in the USA
Each Sea Shur piece is designed / created by me and produced here in the United States, where I oversee every step to ensure it meets my standards for accuracy, balance, and craftsmanship. With a background in theme park design, I bring the same level of artistic skill, precision, and attention to detail to every piece in the collection.
From the original concept to the final hand-finishing, I stay involved throughout the process. Quality and precision aren’t optional—they’re the foundation of Sea Shur Jewelry, and the reason my customers continue to come back.
My Business Has Grown—and So Have the Real Costs
When I launched Sea Shur Jewelry, my prices were lower as I worked to build the brand—but they didn’t fully account for the true cost of producing and maintaining a quality business.
Since then, I’ve invested in top-tier equipment, brought on attorneys to protect my intellectual property, and hired bookkeepers and staff to help run the operation. My pricing had to change to accommodate for all of the real costs involved.
Quality Takes Time—And That’s Built Into the Process
I spend the time it takes to get each design right. Some pieces come together quickly. Others take many days or even weeks to dial in. Whether it’s a fish, propeller, or anchor pendant—I refine the details until it feels accurate and authentic.
That effort isn’t always obvious on the surface—but it’s what makes the final piece stand out. I don’t cut corners, and I don’t rush it.
The Bottom Line.
I’m not trying to be the cheapest. I’m trying to be the best at what I do.
If you're here for quality, originality, and jewelry that reflects a real connection to the ocean and the lifestyle around it—then you’re in the right place.
Thank you to everyone who continues to support Sea Shur Jewelry. Your support makes this possible.
— David
Founder, Sea Shur Jewelry