I used to buy on price. Most of us do.
A bag for $40. A wallet for $15. Replace it in two years, repeat. It felt rational — why spend more when cheaper works?
Then I applied the same logic I use in investing: what’s the actual cost over time?
A $40 bag replaced every two years costs $200 over a decade. A $200 bag that lasts ten years costs the same — but carries you differently. It ages with intention. It signals something about how you move through the world.
Value investing taught me that price and value are rarely the same thing. The market misprices assets constantly. So do we — every time we choose cheap over enduring.
Buying Canadian added another layer. When you buy from a Canadian maker, you’re not just buying a product. You’re investing in a craftsperson, a supply chain, a standard. You’re choosing to keep something alive that’s worth keeping.
That shift in thinking led me to build StoreFour — a curated boutique of premium Canadian leather goods. Not a store for everyone. A store for people who think in decades, not seasons.
Be. Love. Create. Live.
If that resonates — StoreFour is worth a visit.
— Yaman
The Wealth Maker 