I went to a retail western wear shop yesterday to see what the going price was for leather goods; wallets, purses, belts, etc. For a bifold wallet with some embossed/stamped images they were asking $50. Mind you these wallets weren't all leather. Their pockets had leather when you just look at the surface but once you pulled it opened you could see just a liner.
I would say these wallets were no better than the W-mart wallets but they were a name brand. Dont remember the name but my brother in law said it was a rodeo rider (Cody somebody).
With all that said I price my plain leather bifolds starting at $60 and my plain roper wallets start at $75. Start adding tooling, exotic skin, etc and you have to decide what your time is worth and what the target customers are willing to pay.