The Vault by White Noise The Label
A Luxury Gifting Subscription Model
The Vault is White Noise The Label’s disruptive luxury gifting subscription. It transforms gifting from
a one-off event into a ritual of love, access, and timeless obsession. Subscribers pay monthly or quarterly fees to unlock curated White Noise pieces, allowing giftees to select items they truly desire.
Updated Subscription Value Proposition
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Classic Tier ($500 / 1,850 AED)
- Includes 2 standard items per cycle instead of 1.
- Example combinations: silk set + belt, or sunglasses + bag charm.
- COGS estimate: ~$350–$400 vs. $500 revenue.
- Ensures a strong '2-for-1' perception.
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Signature Tier ($1,000 / 3,670 AED)
- Includes 1 premium piece ($1,800–$2,500 value).
- Plus 1 surprise accessory (sunglasses, scarf, belt) OR option to choose 2 mid-tier products.
- Adds perceived exclusivity while protecting margins.
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Obsession Tier ($3,000 / 11,000 AED Quarterly)
- Includes 1 hero statement piece ($5,000–$7,500 value).
- Plus priority access to limited editions before public release.
- Includes 1 bonus Classic accessory each quarter.
- Reinforces prestige positioning.
Minimum Sign-Up Commitments
To prevent short-term sign-ups and protect brand positioning, each tier includes a minimum lock-in period:
- Classic & Signature: Minimum 6 months (Classic $3,000, Signature $6,000 revenue before churn possible).
- Obsession: Annual membership only (or 2 quarterly cycles minimum).
This structure elevates The Vault from a transactional subscription into a luxury membership club, encouraging longer-term engagement and loyalty.
Strategic Benefits
- Increased perceived value and customer satisfaction.
- Stronger protection of gross margin and profitability.
- Predictable, SaaS-like recurring revenue streams.
- Elevated positioning: membership-based luxury service rather than a typical subscription.
