setting prices that are aligned & sustainable

There’s a moment in every business where you realise you can’t keep going the way you have been.

You feel it in your body long before you fully admit it to yourself. The long hours, the energy you’re pouring into your clients, the growth you’ve achieved. It all deserves more than what you’re currently receiving. But the thought of raising your prices feels heavy. Scary. Like you’re about to step into a storm of judgement or rejection.

I’ve been there.

Earlier this year, I made the decision to raise my prices. It wasn’t impulsive. It came after a lot of reflection, after looking honestly at the rising costs of running my business, the depth of experience I’d gained, the skillset I had invested in and built over years, and the results my clients were receiving.

And yet… I was petrified.

I remember sitting with the fear. What if no one books anymore? What if people think I’m greedy? What if they don’t see my value? I questioned myself endlessly, even though deep down, I knew the truth. If I didn’t raise my prices, I wouldn’t be able to continue doing this work in a way that feels sustainable and true.

Because the reality is, when we undercharge, we don’t just limit our income. We limit our capacity to grow. We limit the space we have to serve our clients deeply. We limit the energy we have to keep showing up with love and presence.

So, I took a breath and did it anyway.

I announced the new pricing. I explained the shift. And I braced myself for the response.

And here’s what happened.

Most clients didn’t even blink.

Two clients actually told me it was about time. They reminded me of how much I pour into my work, how much I hold space for others, how much my support had already transformed their lives. They saw my value even more clearly than I sometimes see it myself.

And then there was one client who wasn’t happy.

She couldn’t understand why the price had changed. I took the time to explain, gently, with transparency. I spoke about how costs have risen. I shared how my skillset has expanded over time, how my sessions now hold even more depth, more knowledge, more experience.

But no matter how I explained it, she couldn’t see it. She couldn’t understand. And that's okay. She didn't need to understand in that moment, but in the end, I had to say the words I didn’t want to say: I don’t think I’m the right fit for you.

Not because I couldn’t help her. Not because I didn’t care. Not out of spite or anger. But because if someone cannot see the value of your work, if they fundamentally don’t honour the energy and investment it takes, then you are not in alignment with one another.

It was hard. I won’t pretend it wasn’t. There were many tears shed. I held a lot of guilt and confusion. It made me rethink everything, ten times over. But it was also necessary.

Because here’s the truth about sustainable pricing... it’s not about pleasing everyone. It’s not about making yourself smaller to stay within someone else’s comfort zone. It’s about standing in the worth of what you bring. Not just the hours you spend with someone, but the years of learning, healing, growing, and becoming that allow you to hold space the way you do.

When you raise your prices from a place of alignment, you’re not just asking for more money. You’re honouring the true energetic exchange of what you give. You’re making space for yourself to serve better, to have the capacity to grow, to reinvest in your learning, your systems, your support, your modalities.

Because you cannot pour from an empty cup.

When you undercharge, you burn out. You stretch yourself too thin. You overgive because you feel you have to prove your worth. And over time, resentment creeps in.

But when you are paid in a way that reflects the depth of your work, everything shifts. You show up more present, more energised, more able to hold your clients with the care they deserve. You create a sustainable business that nourishes both you and the people you serve.

And yes, some people won’t understand. They may walk away. But the clients who truly value you, the ones who are ready for the depth of what you offer, will stay.

Sustainable pricing is also about trusting the flow of who is meant to work with you. It’s about trusting that you don’t have to hold onto every client out of fear. You don’t have to lower your worth to keep people close.

The ones who are meant for you will meet you at the level of your value.

And in turn, you will meet yourself there too.

When I look back now, raising my prices wasn’t just a business decision. It was an energetic one. It was me saying to myself: I trust the value of my work. I trust the years I’ve spent walking my own healing journey. I trust the depth I bring into every session. And I trust that the right people will feel this too.

And it’s been true.

I’ve attracted clients who are deeply committed to their growth, who understand the value of being held in a space that is intentional, experienced, and trauma-informed. I’ve been able to invest more into my own growth and learning, which flows back into the work I do. I’ve created more balance for myself, which means I can show up even better for my clients.

This is what happens when you price in alignment. This is true sustainable pricing.

You create flow. You create long-term sustainability. You create space for the right people to find you. And you create a business that honours both you and the ones you serve.

So if you’re in the place of questioning whether it’s time to raise your prices, I want you to know: it’s okay to feel scared. It’s okay to feel the wobble. But don’t let fear hold you back from honouring your worth.

Because when you do, you’re not just asking for more. You’re creating the space for yourself to give more, to grow more, to serve more deeply.

And you deserve that.

The work you do matters. The energy you hold matters. The years of becoming who you are now matter.

And it is okay, more than okay, to be paid in a way that reflects that.

With love & support,

Shorina | Mindful Soul Collective

Holistic Counsellor, Wellbeing Coach & Business Mentor

---

If this resonated, I’d love to support you further! You’ll find everything you need, from free resources to information on working with me, right here.