Why Sharing Your full wedding Prices Too Soon Could Be Costing You Clients
Source: Canva 2025
You’ve probably heard this advice before: “Not sharing your pricing upfront is costing you sales, and you should always be transparent.”
It’s thrown around like gospel.
But let’s unpack this tired and ill-fitting advice, shall we?
If you’re a lower-priced vendor, sharing every single price point upfront can work just fine because your service is transactional: X cost for Y service.
There’s no need for emotional investment because the decision is purely practical.
But if you’re in the luxury market, the rules are entirely different. Luxury isn’t about transactions - it’s about emotion.
And that emotion isn’t built by slapping a price menu on your website.
It’s built through connection, trust, and relationships developed during the sales process.
Why Pricing Feels Different in Luxury
Let me be clear:
If you’re charging £1000 for a service, pricing is likely the most important factor in your client’s decision-making. They’re comparing apples to apples.
But if you’re charging £10,000+, the couple isn’t just paying for the service. They’re investing in an experience, transformation, and peace of mind.
Luxury couples aren’t simply buying what you do - they’re buying how you make them feel.
Why Listing All Your Pricing Doesn’t Work for Luxury Vendors
1. Luxury Decisions Are Emotional, Not Logical
Couples in the luxury market aren’t focused solely on numbers - they want to feel like they’re making the right choice.
That feeling comes from conversations, storytelling, and relationship-building, not a flat price list.
If all they see is “Full Planning: £10,000,” they might assume it’s too expensive because they don’t yet understand the value of what you’re offering.
2. Price Without Context Is Meaningless
Seeing a price without explanation leaves the client to fill in the gaps themselves. And most people assume the worst when left in the dark:
“Why is this so expensive?”
“Can’t someone else do this for less?”
Even the most reasonable price can feel astronomical when it’s presented without the context of what makes it worthwhile.
3. You Need Space to Frame Your Value
A price list doesn’t explain why you’re the perfect fit for their wedding. It doesn’t give you the opportunity to:
Ask about their wedding vision and wedding worries
Demonstrate how you solve their unique challenges.
Show them why your expertise is worth the investment.
These things are best communicated in a call, where you can tailor the conversation to their needs and build trust.
What I Recommend Instead WHEN IT COMES TO YOUR WEDDING PRICING
Being vague about pricing isn’t the answer, but neither is throwing all your numbers out there without context.
Here’s how to strike the balance:
1. Share Starting Prices Strategically
Be upfront about your MINIMUM spend so you don’t waste time with couples who aren’t ready to invest. For example:
“Full-service planning starts at £10,000 and includes design, logistics, and coordination tailored to your vision.”
This sets expectations without overwhelming or alienating potential clients.
2. Use Calls to Build Trust
Calls aren’t just for logistics - they’re your opportunity to connect and show why you’re the best choice. During the call, you can:
Ask about their vision and what’s most important to them.
Empathise with their challenges and explain how you can solve them.
Frame your pricing as an investment in their dream wedding, not just a cost.
3. Tie Pricing to Emotional Outcomes
When it’s time to discuss pricing, frame it around the outcome they’re seeking:
“Let me walk you through what your wedding could look like with us...
From the moment your guests arrive, they won’t feel like they’re attending a typical wedding - they’ll feel like they’ve stepped into a world designed just for you. Every detail will be curated to reflect your vision, your personality, and the emotions you want to evoke.
Your guests are greeted with a scent that immediately transports them, it could be a custom fragrance inspired by your favourite memories, delicate notes of amber, citrus, or even jasmine. This sets the tone for a wedding that doesn’t just look beautiful but engages all the senses.
We’ll create an environment that feels like stepping into a piece of living art. Imagine a floral installation that transforms the space, wild and untamed, yet sophisticated, with textures, layers, and movement that make every corner feel like a discovery. Think towering blossoms, suspended floral sculptures, and tablescapes that feel like they’ve grown organically from the earth.
Dining will be a journey, not a meal. Together, we’ll work with the best chefs to design a menu that’s not just delicious but deeply personal - perhaps inspired by your favourite travels or the cuisines you love most. Every course will feel like an event in itself, paired with the perfect wines, and presented with an artistry that will have your guests talking long after the night is over.
The service will feel seamless and intuitive. A dedicated concierge team will handle every moment behind the scenes, ensuring the day unfolds effortlessly. Whether that’s surprising your guests with a bespoke cocktail station or ensuring every detail transitions perfectly from the ceremony to the reception, you’ll feel like a guest at your own wedding.
And here’s the most important part: you won’t feel any of the stress or overwhelm of making it all happen. We’ll manage every moving part, from designing and planning to overseeing vendors and coordinating the day.
You’ll be free to focus on what matters most: celebrating, connecting with your loved ones, and soaking in every magical moment.
Presenting the Investment
“So, what does it take to create this kind of experience?
The investment for this would be around £20,000, which includes everything we’ve discussed today: a completely bespoke design, logistical planning, vendor management, and full-on-the-day coordination.
This means every detail - from the artistic installations to the 5-star dining experience - is curated, managed, and executed by our team, allowing you to enjoy your engagement without lifting a finger.
Would you like me to walk you through the next steps?”
This shifts the focus from cost to value, making it easier for clients to justify the investment.
Can you see how you can’t possibly give an accurate price if you don’t even know what the couple wants yet?
When it comes to luxury weddings, every couple is unique. Their vision, needs, and priorities aren’t the same as the next couple’s. Some clients want an intimate wedding with bespoke floral installations and fine dining; others are dreaming of an immersive experience that surprises their 600+ guests.
The level of customization means that the cost depends on:
The scale of the wedding (Are they inviting 50 guests or 300?)
The level of detail (Do they want a floral arch or an entire ceiling covered in cascading blooms?)
Their priorities (Is the focus on a Michelin-starred dining experience or a one-of-a-kind entertainment lineup?)
These details - and many more - impact what their wedding will cost. Listing a flat price or detailed package online would only lead to confusion, because until you’ve had a conversation, you simply don’t know what they need.
The Big Picture
For lower-priced vendors, pricing transparency is straightforward: “Here’s what it costs. Take it or leave it.”
But for luxury vendors, the sale happens in the relationship, not the price list. Couples in this space aren’t just looking at numbers - they’re looking for someone who:
Understands their vision.
Aligns with their values.
Can deliver flawlessly.
So yes, include starting prices to filter inquiries. But don’t make the mistake of thinking a flat price list will sell your services - it won’t.
Luxury clients need to feel confident in your ability to deliver before they’re ready to talk numbers.
In luxury, it’s not about the price. It’s about the connection, trust, and experience you build first.
While it might work for budget or mid-range vendors, it’s a completely different game when you’re working in the luxury space.
In luxury, pricing is never just a number - it’s a reflection of unique value, reputation, transformation, and experience. And leading with price before establishing those things can often do more harm than good.
Let’s explore the psychology of pricing and why when you share your price matters just as much as the price itself.
EXAMPLE
You’re considering joining an exclusive private members’ club, renowned for its luxury, impeccable service, and world-class amenities.
You’ve heard it’s the kind of place where every detail is tailored to perfection, creating an experience unlike anything else.
Excited, you head to their website.
The homepage greets you with stunning photos of lavish lounges, private dining spaces, and serene spa retreats. The descriptions paint an impressive picture: bespoke services, exclusive events, and a sanctuary for the elite.
And then, there it is: Membership Fee: £25,000 per year.
Despite the gorgeous imagery and enticing descriptions, something feels missing. It’s hard to grasp what that £25,000 really gets you. Sure, the pictures are beautiful, but they don’t answer your questions:
“Will I feel like I belong here?”
“Is this really worth it for me?”
“What makes this different from other luxury clubs?”
You’re left wondering, and without a clear connection, you close the tab and move on.
Now, Imagine It This Way...
You visit the same website. The stunning photos and descriptions are still there, but instead of showing you the FULL price upfront, they state their lowest package price available, £10k and you think ‘hmm that’s achievable but I still need more information.” They invite you to schedule a tour or speak with a membership advisor.
Curious, you accept the invitation.
When you arrive, you’re greeted by someone who knows your name and takes the time to understand what you’re looking for in a club. They ask about your preferences:
“Do you love fine dining? Let me show you our private tasting room.”
“Are you looking for a space to relax? Let me take you to the spa.”
“Do you host events? Let me show you our members-only event spaces.”
And Then, the Investment
After your tour, they present you with the pricing options. Yes, the £10,000 package is available, but now you’ve experienced the full range of what the club offers—the private event spaces, the bespoke concierge service, the unparalleled access to exclusive experiences.
You realise the £25,000 package isn’t just an upgrade; it’s the one that delivers the lifestyle you’ve been searching for. It’s not just a membership anymore - it’s a gateway to a world that feels completely aligned with your values, tastes, and aspirations.
That £10,000 starting price got you in the door, but the experience showed you the full potential of what’s available. Now, the £25,000 option feels like the obvious choice, because you understand the value and how it fits into your life.
The Problem with Sharing Price First
When a client hears your price before they understand your value, their brain immediately switches into analytical mode.
1. They Focus on the Number, Not the Value
The logical part of the brain (prefrontal cortex) is activated when numbers are introduced too early. Without understanding the context, potential clients start evaluating:
“Is this too expensive?”
“Can I find this cheaper somewhere else?”
“Is this worth it?”
They’re not thinking about your expertise, process, or the outcome they’ll experience—they’re focused purely on cost.
2. Perceived Value Isn’t Established
Luxury clients are paying for more than just the service - they’re paying for the experience, transformation, and peace of mind you provide. If you lead with price, you lose the opportunity to show why you’re worth it. A flat number like “Full-service planning: £15,000” feels arbitrary without context.
3. The Fear Response Kicks In
A high price can trigger the amygdala, the brain’s fear centre. When clients hear a big number with no explanation, they often feel overwhelmed and retreat, thinking, “This isn’t for me.”
Why Sharing Price Later Works in Luxury
When you delay the pricing conversation until after you’ve built trust and established value, the emotional brain (limbic system) takes over. This creates a completely different dynamic.
1. Emotions Drive Luxury Decisions
In the luxury market, clients aren’t just buying a service - they’re buying a feeling. During your conversation, you have the opportunity to connect emotionally by:
Understanding their vision.
Showing empathy for their challenges.
Painting a picture of how you can solve their problems and deliver the experience they’re looking for.
By the time pricing comes up, they’re emotionally invested in you as the solution.
2. Price is Framed by Value
When the price is introduced after value has been demonstrated, it no longer feels arbitrary - it feels justified. Clients can see the connection between what you offer and what they’re getting:
“For £15,000, I’ll have a wedding experience like no one else, it will be immersive, out-of-the-box and completely original. It will be completely moulded to me and what I love most and I will have a team who feel like a family that I can message day or night throughout my entire wedding experience. I’m going to feel so proud when I see the final result and I am going to feel calm, in control and fully supported throughout the entire process.”
Instead of focusing on cost, they’re focused on outcomes.
3. The Dopamine Effect
When you describe how your service will transform their wedding planning experience, the brain releases dopamine - a feel-good chemical tied to reward anticipation. This creates a positive association with your service, making the price feel like a gateway to that reward.
