self’s inner circle.
the self club is a recognition circle for women who became part of our story. a world that exists behind closed doors, built on recognition, intimacy, and a connection that deepened with time.
the ones who didn’t just shop self—they became part of it.
a world inside the world of self
you’re not on the list. you are the list.
self has always been customer-centric, but the self club is our way of going deeper—honoring the women who didn’t just buy self, they lived with it.
we created the self club to acknowledge that kind of connection in a way that feels true to who they’ve been with us. when curating it, we wanted to build a space that carries recognition deeply—through thoughtful moments, personal details, and experiences that weren’t designed for everyone, only for the ones who helped shape self into what it is today.
and as we grow, this space grows with them—listening, personalising, and deepening the very connection that brought us here. and slowly, more women will become part of this circle, just as their own story with self unfolds.
the club always knows who belongs.
the self club
how someone becomes part of it
you don’t enter the self club — you’re chosen for it, for the relationship you’ve built with self over time.
we notice the women who naturally live with self — choosing it again and again, welcoming it into their routines, and letting self become part of their everyday life.
when that connection deepens, it shows up in the smallest details — 250+ self products woven into their world. they collect, know the drops by heart, and self becomes part of everything.
being the self customer gets you halfway there — being self-rich is what brings you the rest of the way.
as that world fills with self — orders building, products piling and self becoming part of your everyday rituals — your purchase history starts looking closer to six digits. that’s when the club begins to pay closer attention.
we’re always close — listening, noticing, watching your connection deepen.
and when it reaches that place, you’ll hear from us, and you’ll know exactly what comes next.
what to expect
not something you look for—something that finds you.
the self club moves subtly, but when it shows up, it shows up big.
think personal touches, layered details, invitations that don’t exist publicly,and moments made just for you. deepened connection, tailored gestures, andthe kind of recognition that feels like it was always meant to reach you.
you’ll know exactly what we mean once you’re here.
there’s self. and then there’s this.
