In a market flooded with platinum perks and premium points, a luxury brand has chosen silence over scale. India’s leading luxury lifestyle management company, RedBeryl™, offers The Red Card, an invite-only luxury membership capped at just 500 Members for life, of which, fewer than 50 have been sent out so far.
Unlike traditional loyalty, lifestyle, or credit cards that rely on visibility and volume, The Red Card is not available for purchase, cannot be applied for, and is never advertised. The Red Card is only for the chosen ones, with membership extended by personal invitation from the brand’s founder, accompanied by a handwritten note.
Redefining luxury as discretion
Instead of an algorithm-led personalisation, RedBeryl™ favours human-led curation. Members get access to what the company calls “un-Googleable” experiences, private jet escapes to the Himalayas, dinner for two inside the kitchen of a Michelin-starred Chef, and front-row seats to global events, all handled by a personal lifestyle curator who help Members check items off your bucket list.
While the card promises tangible benefits valued at over Rs 35 lakh annually, via partnerships with The Leela, The Taj, The Oberois, ITC, Ellidore, D’Monde Members Club, Kirchhofer, Tata CLiQ Luxury and others, the brand suggests the real value lies in something less measurable: “a life that feels like it’s been designed just for you.”
A tier below the top
For those who didn’t receive the Red Card invitation, the coveted Black Card can be requested. An alternative path into the world of RedBeryl™, offering a distinct yet elevated experience in its own right.
More philosophy than a brand
RedBeryl™ describes itself as a philosophy rather than just a lifestyle brand, claiming to cater not to those who chase luxury, but those who live it, “quietly, consciously and without compromise.”
In the world of high-end luxury, waiting months for a coveted piece is a mark of distinction. Yet, never before in the lifestyle space has one witnessed such anticipation, where even being on the list is a privilege earned over time. This exclusivity is matched only by the brand’s commitment to high-touch personalisation and privileged access, curated to each Member’s refined tastes.
Aiming to craft a luxury proposition built not just on access, but on anonymity – a rare commodity in today’s age, RedBeryl™ is making one thing clear: some clubs you don’t join. You’re chosen.