I would not think a price of $33 would be a concern for you when i see you have JM 1oz bars for $27 on your site and sunshine bars for $26.50.
I mean you do not get much more" bullion " than JM or Sunshine .
If you are bulk buying ( as a business should) then you must be making a markup of 14%+ on sunshine bars and that is massive for any gold and silver retailer i would have thought.
So for the coin you have posted above $33 seems about right when you compare it to your plain Jane bullion prices.
I am curious as to why you "rebranded" in 2017, are you able to enlighten me?