Keiko Fujimori opened Aoba no Shizuku as a small shop selling locally blended teas, seasonal herbs, and gift tins. She chose the No Surprise Fees pledge because customers ordering online sometimes reached checkout before discovering a packing surcharge or a separate fee for gift wrapping. The shop now displays the full payable total beside each option, including delivery and wrapping, before a customer enters payment details. Keiko also rewrote the confirmation email so it repeats the same total and lists what is included. In the first three months, checkout questions about extra charges fell from roughly 18 a week to 5, while completed online orders rose by 12 percent. The change took only two afternoons and a modest update to the store system. Keiko says clear pricing feels especially important for gifts, when buyers want to know exactly what the recipient’s order will cost.
