At Quality Logo Products, you can buy a leather business card wallet for $4.83. On our site, you can buy the Hlaska version for $75. Are we insane? What can you possibly be paying for?

The all-too-common answer to a question like this is, "You're paying for the name." And sure, a brand name can add a premium to any product, but it usually represents a small fraction of the price. Even strong brands recognize that most customers, especially affluent consumers, also look for value. That is to say, they'll buy nice, expensive things, but only if they are confident that they are also high-quality things.

The real answer to the question "What are you paying for?" is "Everything". Design, materials, construction, techniques, labor costs; and lastly, if the brand believes a slight premium can be added without scaring off consumers, a brand "tax" might be added [think of the premium Apple charges for the iPod even though there are arguably more functional MP3 players on the market].

We hope to make the "Makings Of..." articles a recurring series that will focus on the details - the excruciating details - of what makes the products we sell special. The first category to get covered is something near and dear to every gentleman's pants: his wallet. The Makings of a Quality Wallet explores many of the little details that explain why one "leather wallet" might sell in the single digits, and another in the triple digits. I suspect a few of the findings will surprise you, and will hopefully stick with you when you're in the market for a new way to carry your cash.