Honest Pricing
One of my main goals, as I was planning my business, was to have straight-forward pricing. Too many shops are too confusing. "Place in cart to see price!" Sales where you think you are getting a percentage off the price you see, but in reality, it's off the manufacturer's suggested retail price (MSRP). It feels sneaky and it's hard to know what you are actually looking at sometimes.
I will be transparent, I am limited by the prices set by the manufacturers of the amazing products on the site. There will be sales, I promise you that!