01 Conclusion: Selby's price is scientifically determined by "seven market factors"

First, I will tell you the conclusion. Pricing for reused jewelry is not based on ``hunch'' or ``feel.''

These seven elements are calculated one by one by our expert staff. At SelbyFounded 25 years ago, over 150,000 online transactions aloneBy accumulating data, the weighting of each element is optimized with high precision.

02 Why do some people feel that the price is appropriate?

We will officially answer your honest questions.

Voices sent to Yahoo! Chiebukuro

Differences in price logic between new market and reuse market

Three reasons why the pricing seems appropriate

In other words,``Different prices for the same product'' is proof that pricing is done scientifically.That's it. On the other hand, if the price is the same every time you look at it, it may be said to be a "appropriate" price that ignores the market price.

03 Seven factors that determine the price of reused jewelry [core explanation]

We will explain the seven elements that support Selby's pricing, along with actual numerical examples.

Element ① Material value ── linked to daily market prices of gold and platinum

The prices of precious metals, which form the basis of jewelry, fluctuate daily on the international commodity market. At Selby, major precious metal companiesdaily retail priceWe update the material value every day based on .

For example, if a K18 (18-karat gold) ring weighs 15 grams, the gold price will fluctuate by just 1,000 yen per gram.15,000 yen difference in material value aloneis born. This is one of the biggest reasons why the same product has different prices.

Element ② Gem grade ── Diamond 4C and GIA standards

Diamond values are determined by GIA (Gemological Institute of America)4CRecognized internationally by All diamonds are inspected one by one.

As an example,Even with a 1ct diamond, the market price changes by 40-50% just by changing the color from D to H.I will. Because it is reused, the accuracy of the 4C evaluation determines the validity of the price.

Element ③ Brand premium ── Residual value rate by brand

Branded jewelry has a "premium" quality based on its design, brand story, and rarity. Even in the reuse market, the residual value rate (ratio of reuse price to new list price) varies greatly depending on the brand.

Some Van Cleef & Arpels and Cartier collections have been sold due to high demand.High residual value rate of 60-75% of new list pricemaintain. On the other hand, non-brand products are evaluated based on only the material value + jewelry value, so the residual value rate is low.

Element ④ Product condition ── Condition rank and new finish

At Selby,New finishing process in the workshopBy applying this process, we maximize the condition of our products before delivering them to our customers. Although the cost of finishing is included in the price, it is still a significant savings compared to new products.

Element ⑤ Purchase price ── Annual economy of scale of 1 billion yen

In addition to the Komehei Group's purchasing network, SelbyPurchases worth 1 billion yen annually through auctions between domestic and overseas vendorscarried out. We are able to lower the acquisition price per item by taking advantage of economies of scale through bulk purchasing.

Element 6: Market demand -- size, trends, seasonal factors

Even if the ring has the same design,Popular sizes (10-13) are in high demand and have high prices.is set to . On the other hand, demand for extremely small and large sizes is limited, so there are cases where you can purchase them at a bargain price.

Additionally, demand increases before Christmas and Valentine's Day, and tends to be relatively calm in the summer.It's easy to find bargains in the off-seasonIt's timing.

Element ⑦ Inventory period ── Rules for gradual price adjustment

Inventory rotation is important for reused jewelry. At Selby, we are reviewing prices in stages according to the number of days in stock.

With this mechanism,"Why is it cheaper than the last time I saw it?" "It was expensive last time."This will result in price fluctuations. This is the result of inventory optimization and is by no means a matter of "appropriate pricing."
*Depending on the item, there is also one price without any price reduction.

04 Three valid reasons why the prices are different even though they are the same product

We will answer the most common customer questions with specific examples.

Reason 1: Difference in purchase price due to arrival time

Even with the same Cartier love ring,The purchase cost is significantly different between individuals purchased in 2023 and 2025.. The winning bid price in the auction market fluctuates every time depending on the market price, supply and demand, and the timing of listing, so it is inevitable that there will be differences in the acquisition cost even for the same product.

Reason 2: Daily fluctuations in precious metal prices

The domestic retail price of gold has increased significantly in recent years. In reused jewelry, where material value is an important component of price,If the market price changes by 10%, the selling price will change accordingly.. This is the same principle as real estate price fluctuations.

Reason 3: Staged discounts based on inventory strategy

In addition to the inventory period adjustment mentioned above,Sale plans during the fiscal year-end (March and September) and bonus periodWe will implement strategic price adjustments. To the customer, it may seem like the same product is cheaper, but this is a rational decision based on business operations.

05 The truth about the price structure where you can buy it for 1/2 to 1/5 of a new product.

The price of new jewelry includes a large amount of costs other than the jewelry's "intrinsic value."

Of the price of new jewelry, the “intrinsic value” of the materials and gemstones isOnly about 30%. The remaining 70% is brand premium, distribution margin, advertising expenses, and store expenses. Selby structurally compresses this "70%", soWe can provide jewelry with the same material and same gemstone at 1/2 to 1/5 of the new price.It is.

06 ⚠ Beware of stores like this - 4 patterns of dishonest price display

In the reused jewelry market, there are methods to confuse consumers by displaying prices. Selby, who purchases 1 billion yen a year and knows the inside of the industry, can tell you about four patterns you should be aware of.

Pattern 1: Make an impossible price reduction

“1 million yen → 100,000 yen” “90% OFF today only”When you see a display like this, the first thing you should check is not the discount rate;Was it really sold at that "original price"?It is.

Since there are many second-hand items and one-of-a-kind items for which the list price is not clear, it is technically possible to set a price that is rarely sold as the "regular price" and make it appear as a large discount.

Pattern 2: Every day there is a “closing sale” for “today only”

“Until 23:59 today” “Just now” “Closing of business” “Clearing inventory”However, the store continues to be open the next day and the next week -- do you have any idea?

This is more than the price itself.Sales design that does not make people rush into comparison and considerationis the problem. Jewelry ranges from tens of thousands of yen to several million yen, and is a product that requires careful checking of the stone, metal, brand, condition, and identification. If it's a really good item,The value will not change even if the buyer thinks about it overnight.

Pattern 3: “Reference price” and “Manufacturer’s suggested retail price” are ambiguous

Especially when it comes to second-hand jewelry, you should be careful.Price display with ambiguous comparison targetsIt is.

Even with these indications,what are you comparing it to?If you don't know if the specifications are the same or who set the price, you can't prove that it's cheap.

New and used, non-brand and branded products, with and without identification, natural stone and treated stone.There is no point in comparing them side by side.. The Consumer Affairs Agency has also indicated that displaying the prices of different products as comparative prices may constitute a misrepresentation.

Pattern 4: Do not provide product information until you hear the price

"DM for price" "Live limited price" "Only for those who commented" "Please contact us"Stores that are open are also subject to caution.

Of course, for high-value items, individual negotiations may be necessary. However, if the product page does not have even the minimum information, it is not the market price.Possibility of changing prices based on each customer's ability to payThere is.

Before asking whether it's cheap or not, stores that cannot be compared are at a disadvantage for buyers.

For jewelry, at least the following information should be disclosed:

07 Five reasons why Selby's price is "appropriate"

We will prove with objective facts that "cheap doesn't mean suspicious."

08 A smart guide to buying reused jewelry

We have put together six checkpoints to help you purchase reused jewelry with confidence.

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Summary: Selby's price is determined by "science"

It's not that it's suspicious because it's cheap, but that there is a structure that can make it cheap.
And what's really suspicious are stores that can't explain the basis for their low prices.