Velour & Vellum · Pricing Engine
Interactive Pricing Calculator
All values update in real time · Add products · Build subscription tiers · Model wholesale
Global SettingsCurrency & Target Margins
Add New ProductProduct Cost & Pricing Builder
Suggested SRP = Your COGS ÷ (1 − Target Margin%). Adjust freely.
Product CatalogueAll Products — Edit inline, values update automatically
Product Name Ch. Category COGS (CAD) SRP (CAD) Margin % COGS % Wholesale (50%) Trade (80%) Max COGS USD Price Status Units Inv. Value
TOTALS — — — — — — — — — — —
Edit any cell directly · Delete removes the row · All derived columns recalculate instantly
Margin AnalysisVisual Breakdown by Product
ReferenceCompetitor SRP Benchmarks (CAD)
BrandProductSRP (CAD)PositioningV&V Strategy
Jo Malone LondonReed Diffuser 165ml$163Ultra-PremiumPrice V&V below — at $148 — to appear attainable entry to this tier
Jo Malone LondonSingle Wick Candle 200g$109Ultra-PremiumV&V at $98 = accessible; near-parity signals same quality tier
DiptyqueReed Diffuser 200ml$156Ultra-PremiumV&V at $148 = just below Diptyque; Canadian identity as differentiator
DiptyqueCandle 190g$102Ultra-PremiumV&V at $98 = near-parity. Strong value narrative
Maison Margiela ReplicaReed Diffuser 200ml$184Fashion HouseV&V below this tier — fashion collab premium we don't yet command
ByredoHome Fragrance 250ml$177Ultra-CultAspirational ceiling — V&V should reach this tier within 24 months
AesopReed Diffuser 100ml$122Ultra-PremiumV&V 200ml at $148 = better value per ml + darker aesthetic edge
Boy SmellsCandle 255g$57Accessible LuxuryPrice floor — never price a V&V candle below $79 CAD
OtherlandCandle 226g$49DTC AccessibleMass DTC ceiling — V&V must be meaningfully above this
Nest New YorkReed Diffuser 175ml$71Mass PremiumV&V absolute floor — never touch this tier; different retail channel
How Subscriptions Work Here
Edit any price or COGS below — all margins, revenue projections, and LTV calculations update instantly. The subscriber count sliders show monthly revenue potential. All subscriptions renew on a monthly billing cycle via Recharge or Bold.
Chapter I & II — ConsumerConsumer Subscription Tiers
Chapter III — Architectural Commercial & ResidentialWhite-Glove Scenting Service Subscriptions
Revenue ModellerMonthly Revenue by Subscriber Count
Drag the sliders to model different subscriber scenarios. Revenue updates in real time.
Summary TableAll Subscription Plans — Quick Comparison
PlanChapterMonthly PriceCOGSGross MarginLTV (12mo)Annual Revenue / 100 SubsBreak-even Subs for $10K MRR
Wholesale PricingKeystone Pricing — Per Product from Catalogue
Keystone Rule
Wholesale = 50% of SRP (keystone pricing). All products in your catalogue automatically generate wholesale prices. Opening order minimum: $500 CAD. Reorder minimum: $250 CAD. Net-30 terms for approved accounts.
ProductCh.SRP (CAD)Wholesale (50%)Wholesale USDYour COGSMargin at WholesaleMin Units (Open)Min Units (Reorder)Status
Corporate Gifting & VolumeVolume Discount Tier Calculator
Volume Pricing
For corporate gifting orders and bulk wholesale, V&V applies volume discounts off SRP (not off wholesale price). These are applied at the account level for approved B2B clients.
Tier NameMin UnitsMax UnitsDiscount % off SRPEffective Price (on $148 diffuser)Your Margin at this TierRecommended?
Reference SRP for margin calc: first Chapter I diffuser in your catalogue (or $148 if none added)
B2B Channel SummaryAll Trade Programmes
Retail Wholesale
50%
of SRP · keystone · boutiques, spas, hotel gift shops · Net-30 approved accounts
Designer Trade
20% off
SRP · ARIDO/IDC/ASID members · 10% referral commission · no minimum order
Corporate Gifting
8–20% off
SRP · 50–499 units: 8% · 500–999: 14% · 1000+: 20% · white-glove fulfilment included
Event Scenting
Custom
Flat project fee + consumables · Quoted per event · Platinum SLA: 24hr response
Chapter III — Commercial
$89–$249
/month per zone · Includes hardware lease, cartridge subscription, maintenance · 12-month minimum
Faire.com Wholesale
50%
keystone · Faire pays you net-60 · US + Canada buyer access · Faire covers returns on opening orders
B2B Revenue ProjectorModel B2B Channel Revenue
Retail Wholesale
Corporate Gifting
Chapter III Contracts
Chapter I — Mystery CollectionMonthly Mystery Box Builder
Mystery Box Strategy
The Mystery Collection is V&V's highest-margin subscription. Each month's box is curated from your product catalogue. Build the box below, set your subscription price, and see the margin immediately. Contents change monthly — show the retail value to create perceived value far above the subscription price.
Build This Month's Box — Select Products from Catalogue
—
Total Box COGS
—
Retail Value in Box
—
Gross Margin %
—
Profit / Box
—
Monthly MRR
—
Annual Revenue
Mystery Box Perks & Positioning
Included Member Benefits (displayed on product page)
  • Curated monthly selection — value exceeds subscription price by 30–50%
  • First access to seasonal limited releases before general sale
  • Complimentary personalised scent note with each box
  • Free standard shipping Canada & US — every month
  • 10% off any additional D2C purchases while subscribed
  • Access to V&V Members Lounge — exclusive editorial content
  • Skip or pause any month — no penalty, no questions
Box Value Presentation (use on landing page)
This Month's Collection
Total Retail Value —
Your Price —
You Save —
Revenue Projection — Monthly
Revenue StreamMonthly (CAD)Annual (CAD)% of TotalGross MarginMonthly Gross Profit
TOTAL — — 100% — —
52-Week Path to $1M Net Profit
LTV & Unit Economics
Channel / PlanAvg Order / Monthly PriceAvg Purchase Freq / ChurnLTV (CAD)Target CAC (Max)LTV:CACStatus
D2C — One-time Buyer$1481.8x / yr$266$455.9:1Excellent
D2C — Repeat Buyer (3+)$1483.4x / yr$504$756.7:1Excellent
Subscription — Discovery $19$19/mo7% monthly churn$179$404.5:1Good
Subscription — Refill $49$49/mo6% monthly churn$571$956.0:1Excellent
Subscription — Mystery $59$59/mo6% monthly churn$688$1106.3:1Excellent
Chapter III — Commercial$149/mo avg3% monthly churn$3,972$35011.3:1Outstanding
Wholesale Account$1,200/qtr avgAnnual renewal 75%$3,200$20016:1Outstanding
Corporate Gifting Client$4,500/order avg2.2 orders/yr$9,900$30033:1Outstanding
US Market Revenue Layer (Chapter I & II — Day 1)
US FX Tailwind
All USD revenue converts to CAD at approximately 1.36x. Every $1 USD earned = $1.36 CAD. Model your US revenue in USD below — the CAD equivalent is calculated automatically using your global FX rate setting.
App & Credentials VaultEvery Tool, Login & Subscription — Stored Locally
Privacy — Local Storage Only
All credentials are saved in your browser's local storage on this device only. Nothing is sent to any server. Click Export JSON Backup regularly and store the file in a secure, encrypted location (e.g. iCloud Keychain folder, encrypted USB).
Add New Entry
Filter:
No credentials saved yet — add your first entry above.
Supplier & Vendor TrackerSpend Monitoring · Budget Alerts · Lead Times
Spend Intelligence
Track every supplier relationship and monthly spend. Alerts fire automatically when any supplier exceeds their budget threshold. Update spend in the table rows directly — changes save instantly.
Add Supplier
No suppliers added yet — pre-loaded placeholders will appear once you save your first entry.
—
SUN
MON
TUE
WED
THU
FRI
SAT
Add Custom Event
Upcoming — Next 60 Days
Event Types
Marketing & Content
Product Launch
Operations
Finance
Legal / Compliance
Admin
Brand IdentityVelour & Vellum — Who We Are
"We do not craft. We curate."
Positioning Statement
Velour & Vellum is a federally incorporated Canadian luxury scent atelier. We curate olfactory environments — for the home, the automobile, and the architectural space — with the precision of a Creative Director, not the sentiment of an artisan.
Entity
Velour & Vellum Fragrances Inc.
Federally Incorporated — Canada
Markets
Canada + USA (Day 1)
Chapter I & II cross-border
Goal
$1M CAD net profit
52-week horizon
Product ArchitectureThe Three Chapters
Chapter I — Sanctuary
Home & Living
Reed diffusers, candles, room sprays. The private ritual. SRP $49–$148 CAD. Available Canada & USA from Day 1.
Chapter II — Voyage
Automotive
Cold-air automotive diffusers and refill cartridges. The curated journey. SRP $49–$89 CAD. Available Canada & USA from Day 1.
Chapter III — Architectural
Commercial & Residential
Cold-air HVAC-integrated diffusion systems. White-glove installation, exclusive scent development, monthly maintenance SLA. From $89/mo.
Visual IdentityColour Palette
Brass Gold
#C9A84C
Gold Light
#E2C97E
Deep Brass
#8A6B2A
Obsidian
#0A0A0F
Dark II
#141418
Dark III
#1C1C22
Parchment
#F5F2EC
Ivory
#D8D4CC
Colour Usage Rule
Gold (#C9A84C) is accent only — never background fill. Obsidian (#0A0A0F) is the primary background at all times. Parchment (#F5F2EC) is for primary headings and hero text only, never body copy.
Visual IdentityTypography System
Display / Headings
Cormorant Garamond
Italic — 300 Weight
600 Semi-Bold — for emphasis in display
Usage: Section headers · Product names · Pull quotes · Hero headlines · Editorial subheadings
Body / Labels
Montserrat 400 — Regular Body
Montserrat 300 — Light (all body copy, descriptions)
MONTSERRAT 600 · TRACKED CAPS (labels, navigation, badges)
Montserrat 500 — Medium (UI elements, prices, stats)
Usage: Navigation · Body text · Descriptions · Form labels · Microcopy · Price displays
Brand VoiceLanguage Rules — The Creative Director Standard
✕ Never Use — Forbidden Language
"hand-crafted" / "handmade" / "artisan"
V&V curates — never makes. Artisan language contradicts our Creative Director positioning entirely.
"I personally…" / "I hand-select…"
Always "our curatorial team" — the brand speaks, not an individual. Never first-person singular in brand copy.
"our Nose" / "the Nose"
Title is Creative Director. "Nose" is internal perfumery jargon — never customer-facing.
"natural" / "pure" / "clean" / "non-toxic"
Unsubstantiated regulatory claims. Use "precision-curated" or "thoughtfully sourced" instead.
"affordable luxury" / "accessible luxury"
Never position on price accessibility. V&V is luxury — full stop. Let the price speak.
"small batch" / "limited run"
Implies inconsistency and limitation. V&V delivers consistency at every scale.
"we make" / "I make" / "we produce"
We curate. We source. We architect. We elevate. Never "make" or "produce".
"I personally respond to every email"
Use "our curatorial team responds within 24 hours". The brand, not the founder.
✓ Always Use — Approved Language
"precision-curated"
Primary replacement for all artisan/handmade language. Applies to products, collections, and selections.
"our Creative Director"
The brand voice and creative authority. Used in customer communications and brand storytelling.
"our curatorial team"
Collective, elevated. Used in customer service, operations, and internal brand voice.
"thoughtfully sourced"
For raw material and supplier language. Elevated without making unsubstantiated purity claims.
"olfactory environment"
Chapter III positioning. Never "scent" or "smell" in architectural context — always "environment".
"Sanctuary" / "Voyage" / "Architectural"
Always use Chapter names in brand copy. Capitalize. These are proper nouns in the V&V lexicon.
"the ritual" / "your ritual"
Elevated lifestyle language. A candle is a ritual, not a product. The home is a sanctuary.
"curated for your space"
Replaces "designed" or "made for". Applies across all chapters and product types.
Market PositioningCompetitive SRP Landscape (CAD)
BrandDiffuserCandleTier
Maison Margiela$184—Ultra-Lux
Byredo$177—Ultra-Lux
Jo Malone London$163$109Luxury
Diptyque$156$102Luxury
Velour & Vellum ✦$148$98Entry Luxury
Aesop$122—Accessible Lux
Nest New York$71—Premium
Boy Smells$57—Premium
Otherland$49—Premium
Pricing Rule
V&V SRP sits 10–15% below Jo Malone and Diptyque — entry to luxury with clear upward headroom. Never offer more than 20% promotional discount on any active product. No public sale pricing below $118 for a reed diffuser.
Brand PromisesThe V&V Standard — By Chapter
To the Consumer (Chapters I & II)
"Every space deserves a signature. We curate yours."
To B2B & Wholesale Partners
"Your environment is your first impression. We ensure it is impeccable."
To Chapter III — Architectural Clients
"Architecture sets the stage. We complete the scene."
Tone Keywords — Always Present
Editorial · Serene · Authoritative · Confident · French-inflected without affectation · Minimal · Never apologetic · Never discounting brand identity for price