Todayโs economic wasteland has unsurprisingly managed to support the very rich. However, unlike the olden days, when being deep-pocketed wasnโt quite as loathed and the rich could spend lavishly and freely in daylight in the open plain, lately theyโve taken to shopping in hidden enclaves. Secret underground shopping parties that take place in hotel suites, private showrooms, or rich peopleโs abodes are proliferating so the species can shop without feeling โ perish the thought โ embarrassed about their money. Eve Goldberg, owner of diamond dealer William Goldberg, just opened one such secret salon. โPeople are saying: โItโs that time of year; I want to buy something, but I feel a little weird,โโ she told the New York Times. โOften they tell me, โI donโt want to be out there making an announcement with a big bag that says Harry Winston.โโ
Not only are they avoiding public shame by purchasing, according to the Times, crewelwork pashminas and pavรฉ-diamond pet collars only among each other, these rich people are also having fun doing so. Consumer psychologist Eric Spangenberg calls these secret spending parties โthe high-end equivalent of a Tupperware party.โ Secret-shopping-party organizer Joan Horton notes the rich people enjoy โthe camaraderie and social experience.โ They get an even bigger kick out of the whole thing when organizers donate a portion of the proceeds to charity.
The rich must be quite ashamed of their innate need to spend lots of money, because attendees of these underground shopping fests didnโt even give quotes to the Times. But naturally, a few of them had no problem posing for pictures for the story while shopping.
Even in Recession, Spend They Must: Luxury Shoppers Anonymous [NYT]