A Mercedes covered in diamonds is the jewel in the crown at Moscow’s Millionaires’ Fair, a simple, everyday exhibition of how to keep up with the Joneskis. Everyone is equal the Communists used to say, but in Russia now, some are very much more equal than others.
Ladas are no longer the limit, now Russia’s rich want the very best the world can offer, and fair organiser Yves Gijrath says some can afford the best of the best:
“It’s the fastest-growing economy worldwide in luxury products. The Moscow mentality, the Russian mentality, is very out-going, very ambitious. And there is a lot of pride among the Russians, and this fits very well with the Millionaire Fair, because the Millionaire Fair is also about pride and about going out. And of course, there is huge spending power here.”
The gold and glitz might not be to everyone’s taste, but among Russia’s elite, bling is the thing, and if you’ve got it, flaunt it.
The Asian Tiger economies are old hat, for the new Russian revolutionaries, it’s champagne all the way.