Worried about putting your prices up? Think there’s no money around? Here’s a bonkers story to show that we worry too much and that there’s a market for everything.

I read in yesterday’s Independent that Harrods has opened a new and upmarket Pet Spa, with treatments including Reiki Healing sessions at £175, massages for £125 and a four hour day treatment for £295. THIS IS FOR YOUR DOG! Here’s the really surprising part; people have been booking from all round the country, buying their dogs Spa days for their Christmas present.

Do not assume that just because you wouldn’t pay a certain amount for something that there aren’t plenty who would. You may also like to know that Mulberry is having their best year for a long time (yes, in the recession) largely due to the launch of a new handbag. I fall into the category of women who will never – however much spare cash I have – spend more than £200 on a handbag. However, there are clearly many women who will. In ONE WEEK in November, 350 people bought said handbag. The price is a mere £750.

There will always be an affluent market to sell to, whatever the state of the bank balances of the majority. The question is, what have you got that you can position as exclusive so that it appeals to that market?