We are launching a new service for the bride/wedding market. There is demand for this service, however, it does not yet exist in the market. For that reason, the customer has no price reference to compare from and then decide. How do we convince customers we offer a fair price and reduce price sensitivity?
To sell them on the value is helping them to realize how your solution impacts one of more of the following areas: image, finance and/or productivity. When they understand they will have a better image (don't think just physical image), save money in the long run or be more productive during the hectic period of getting married, they will then correlate those benefits with your price point. In the wedding industry, it should be easy to tie your product features to all of the perceived benefits around image, finance and productivity.