Charge the highest prices possible. Keep the expenses the lowest possible.
Charge the lowest price possible. Keep the expenses the highest possible.
Do what is best for the world even if it loses you money.
Close it down so that nobody can have ceramic dolls.
As I understand it (only the basics), when running a business it is necessary to balance expenses against what the market is willing to pay. If you raise prices too high, you'll drive away customers to another, similar, product.
If you drop them too low, you will lose money, and eventually go out of business.
So the answer....depends on the market.
Sometimes I think we're alone. Sometimes I think we're not. In either case, the thought is staggering. ~ R. Buckminster Fuller