The Day I Raised My Prices (And What My Clients Said)

I was terrified.

Like, losing sleep, stomach in knots, checking my phone every five minutes kind of terrified.

I had finally decided to raise my prices. After years of undercharging, after watching other stylists in bigger cities charge double what I did for the same work, after my husband Justin sat me down and showed me the numbers.

I knew I had to do it.

But knowing and doing are two very different things.

Because every time I thought about hitting "send" on that email, the same voice screamed in my head:

"What if they all leave?"

If you're a booth renter or suite owner who's terrified to raise your prices, I get it. I was you.

This is the story of the day I finally raised my prices. And what actually happened.

Spoiler: It wasn't what I expected.

Why Was I So Scared to Raise My Prices?

Let me be real with you.

I had been undercharging for years. Not because I didn't know my worth. But because I was terrified.

I was scared that if I raised my prices, everyone would leave.

I was scared that clients would think I was ripping them off.

I was scared that word would get around town that I was "too expensive" and I'd be sitting in an empty chair again.

I had worked so hard to build my clientele. The thought of losing them over $20 or $30 felt like throwing it all away.

So I kept my prices low. Even though I was working more hours than I wanted. Even though I was barely breaking even after booth rent and supplies.

Even though I resented every client who asked for a discount.

I told myself, "Maybe next year. When I'm more booked. When I'm better."

But here's the thing. There's never a perfect time. And you're never going to feel "ready."

What Finally Made Me Raise My Prices?

Two things happened that pushed me over the edge.

First, I did the math.

Justin sat me down one night and we looked at my actual numbers. Not what I thought I was making, but what I was actually taking home.

After booth rent, product costs, taxes, and the hours I was working, I was making barely above minimum wage.

And I'm not talking about when I first started. This was years into my career. Years of perfecting my craft, building my skills, getting certifications.

I was a highly trained professional. And I was making less than someone working at Target.

That hit hard.

Second, I gave someone a discount and hated myself for it.

A client asked if I could "work with her" on price. And instead of standing firm, I caved.

I gave her the discount. Did her hair. Smiled through it.

And then I went home and felt sick.

Not because of the money. But because I had betrayed myself. I had said yes when I wanted to say no.

I had let someone else determine my worth.

That was the moment I decided. Enough.

I was done apologizing for my prices. Done shrinking myself to make other people comfortable.

I was raising my rates. And whatever happened, happened.

How Did I Actually Raise My Prices?

I didn't just wake up one day and double my rates.

I was strategic about it. Here's what I did:

Step 1: I raised prices for new clients first.

This was the safest way to test the market without risking my existing base. New clients didn't know what I used to charge, so there was no sticker shock.

And guess what? They booked anyway. Without hesitation.

That gave me the confidence to move forward.

Step 2: I sent an email to existing clients.

I didn't hide it. I didn't apologize.

I explained that my prices were increasing in 30 days. I thanked them for their loyalty. And I gave them notice so they could plan.

I kept it short. Simple. Confident.

No long explanation. No justification. Just the facts.

Step 3: I stood firm.

This was the hardest part.

When clients asked "Why are you raising prices?" I didn't get defensive.

I simply said, "My prices are increasing to reflect the quality and experience I provide. I want to make sure I can continue giving you the best service possible."

And then I shut up.

No apologies. No backtracking. No offering them a "special deal."

I stood firm.

What Did My Clients Actually Say?

This is the part that still blows my mind.

I was expecting pushback. Complaints. Maybe even some clients leaving.

But you know what the majority of my clients said?

"It's about time."

"You deserve it."

"I was wondering when you were going to raise your prices."

They were excited for me.

Some even thanked me for the heads up and booked their next few appointments in advance at the old rate.

I had one client who literally hugged me and said, "Good for you. Don't you dare undercharge anymore."

I couldn't believe it.

The clients who valued me, who saw the care I put into every appointment, who appreciated the safe space I created in my chair, they didn't bat an eye.

They were happy to pay more because they knew they were getting more.

Did Anyone Leave?

Yes.

A few people did.

There was one client who emailed me and said my new prices were "too high" and she'd be finding someone else.

Another one just ghosted. Stopped responding to texts. Never booked again.

And you know what?

I'm okay with it.

Because here's what I realized. The ones who left over $20 were never my people.

They were never going to be loyal. They were never going to value my expertise. They were never going to respect my time.

They were price shoppers. And price shoppers will always leave you for someone cheaper.

Good riddance.

Because when they left, it opened up space in my chair for better clients.

Clients who didn't question my rates. Clients who showed up on time, tipped well, and rebooked before they left.

Clients who felt like family.

What Happened to My Business After I Raised Prices?

You'd think losing clients would hurt my business, right?

Wrong.

My business got better. A lot better.

I started making more money with fewer hours.

Before, I was cramming in as many clients as possible to make ends meet. I was exhausted.

Now, I could afford to work less because each client was worth more.

I had time to breathe between appointments. Time to do better consultations. Time to actually enjoy my work again.

I started attracting better clients.

This was the part that surprised me the most.

When I raised my prices, I started attracting a different caliber of client.

Women who valued expertise. Who didn't ask for discounts. Who trusted my process.

Women who became raving fans and sent me referrals.

Raising my prices actually positioned me as the expert I was. Not the cheap option.

I felt more confident.

When you charge what you're worth, you show up differently.

I stopped apologizing for my rates. I stopped feeling guilty about charging for my time and expertise.

I stood taller. I spoke with more confidence.

And clients could feel it.

They trusted me more because I trusted myself.

What's the Biggest Mistake Stylists Make with Pricing?

They wait until they "feel ready."

Here's the truth. You're never going to feel ready.

You're never going to wake up one day and think, "Yes, today I feel confident enough to charge what I'm worth."

Confidence comes after you raise your prices. Not before.

You raise your prices. Clients pay it. And then you realize, "Oh. I was worth that the whole time."

The other big mistake? Apologizing.

When clients ask about your rates, don't say:

• "I know it's a lot, but..."
• "Sorry, my prices went up..."
• "I can probably work with you on that..."

Just state your prices. With confidence.

"My full highlight is $250."

Period. No apology. No explanation.

Your prices aren't a negotiation. They're a filter.

The clients who value you will pay. The ones who don't, won't.

And that's okay.

How Do I Know When It's Time to Raise My Prices?

You're ready to raise your prices if:

1. You're booked out more than 3 weeks in advance.

If you have a waitlist, it's time. Supply and demand. When demand exceeds supply, prices go up.

2. You're resenting your current rates.

If you feel gross every time you quote your prices, that's your gut telling you something.

You should feel proud of what you charge. Not ashamed.

3. You haven't raised prices in over a year.

Everything else goes up. Rent. Gas. Groceries. Your prices should too.

4. You're working more hours than you want.

If you're cramming in clients to make enough money, you're undercharging.

Raise your rates so you can work less and make more.

5. Other stylists with your experience charge more.

Do your research. What are stylists in your area with similar experience charging?

If they're charging significantly more for the same services, you're leaving money on the table.

What If My Town is Small and Can't Afford Higher Prices?

I hear this all the time.

"Brooke, I'm in a small town. People here can't afford high prices."

Let me tell you something.

I'm in Mount Holly, North Carolina. Population: 17,000.

Small town. Not a fancy city. Not a wealthy suburb.

And I have clients who drive 2-3 hours to see me. Who pay premium prices. Who don't even blink at my rates.

Because price isn't the issue. Value is.

If you provide an amazing experience, if you make your clients feel seen and cared for, if you do excellent work, people will pay.

Even in small towns. Especially in small towns.

Don't use your location as an excuse to undercharge.

There are women in your town who are tired of mediocre service. Who want to feel valued. Who are willing to pay for quality.

Be the premium option. Not the cheap one.

What Should I Say When Clients Ask Why I'm Raising Prices?

Keep it simple and confident:

"I'm raising my prices to reflect the quality and expertise I provide. This allows me to continue giving you the best possible service."

That's it.

Don't over-explain. Don't justify. Don't apologize.

If they push back, you can add:

"I understand if that doesn't work for your budget. I'd be happy to refer you to another stylist if you'd like."

But don't negotiate. Don't offer them a "deal."

Stand firm.

The clients who value you will stay. The ones who don't, won't.

And that's actually a good thing. Because every price shopper you filter out makes room for a dream client.

What Happens Next?

If you've been sitting on a price increase for months (or years), this is your sign.

Raise your prices.

Not someday. Not when you feel ready. Not when you're "good enough."

Now.

Because you're already good enough. You've always been worth more.

You just need to believe it.

Not sure what YOUR number is? I built a free pricing calculator that shows you exactly what you need to charge based on your actual expenses and goals. No guessing. Just your number.

Because you deserve to charge what you're worth. You deserve to work less and make more. You deserve to feel proud of your business.

Stop shrinking yourself to make other people comfortable.

Raise your prices. Stand in your worth.

Your future self will thank you.

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Frequently Asked Questions

How much should I raise my prices?

A good rule of thumb is 10-20% for existing clients, or whatever brings you in line with market rates in your area. For new clients, charge what you actually want to make. Don't start at a "beginner" rate if you're not a beginner. Research what stylists with similar experience in your area charge and price accordingly.

Should I raise all my services at once or one at a time?

Raise everything at once. If you only raise one service, clients will just book the cheaper service instead. A blanket increase across all services prevents confusion and maintains your pricing structure.

How much notice should I give clients?

Give existing clients at least 30 days notice. This gives them time to plan and shows respect for their budget. Send an email or text, post it in your booking system, and mention it during their current appointment.

What if a longtime client says they can't afford the new price?

Acknowledge their concern but stand firm. You can say: "I understand budget is important. My new prices reflect the expertise and care I bring to every appointment. If it doesn't work for your budget right now, I completely understand and I'd be happy to recommend another stylist." Don't offer discounts or special deals for loyalty. That undermines your worth.

Should I grandfather in my loyal clients at the old rate?

No. Grandfathering clients at old rates creates resentment (you'll resent doing their hair for less) and prevents you from fully stepping into your worth. Your loyal clients are loyal because they value you. They'll pay the new rate. If they don't, they weren't as loyal as you thought.

What if I raise my prices and my schedule empties out?

This is a fear, not reality. In most cases, 80-90% of clients stay. The ones who leave are typically the price shoppers you didn't want anyway. And when you position yourself at a higher price point, you attract better clients. Trust the process. It works.

How often should I raise my prices?

At minimum, once a year to keep up with inflation and your growing expertise. Some stylists raise prices every 6-12 months as their demand increases. If you're booked out more than 4 weeks consistently, it's time for an increase.

Can I raise prices if I'm not fully booked yet?

Yes, if your prices are genuinely too low. But if you're not booked because of a client attraction problem (not a pricing problem), fix that first. However, don't use "not fully booked" as an excuse to undercharge. Sometimes raising prices actually helps you get booked because it positions you as an expert, not a discount option.

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About the Author: Brooke Holland is a solo stylist, business coach, and founder of Holland Hair Co. She went from undercharging and burnt out to premium prices and fully booked with dream clients. She helps independent stylists charge what they're worth without guilt or fear.

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