It is not quite as easy as that being an Internet based company. The product mix really must appeal to the widest demographic. That mix is the classic style.
By creating a lot of design-type pieces, and utilizing baroque pearls, it is hard to sell to everyone.
The way I look at it is like this. The product needs to be appealing to most, not just a few. Sure, there are buyers for anything. But I do not want designs on my Site that may be aesthetically pleasing to only 5-10% of consumers.
There are Sites that specialize in that sort of product mix. Like take FusionPearl.com for example. The pieces are more unique. She has a great niche, but her target demographic is much more narrow.
When it comes to the product purchasing volume is also an important consideration. You mentioned before that you could not fathom how we priced the freshadama so low, but I am sure you know why. It is a volume game. Our margins do not have to be high because we consistently ship 1-300 packages each day. The volume goes into the buying as well, which equates to low cost.
If we were to purchase and sell (what we consider to be) lower end goods, the gold clasp would always cost more than the pearls, as would the stringing and shipping. The typical freshwater pearls, for example, that you see at nearly every B&M jewelry store in America costs no more than a few dollars per strand in China (jewelry grade 4-7), and often much less than a dollar for true "beading grade".
Lastly, everyone has different tastes. One design may appeal to you, and another may find it grotesque. It would be an online logistical nightmare to offer something for everyone. Too many options really do kill the sale.
