‘If wealth is an achievement, why hide it?’: How the new class of UHNWs is swapping etiquette for confidence
As the ranks of billionaires swell with self-made men (and women), a new etiquette of class and manners is developing
April 15, 2026
Shruti Advani
Shruti Advani is a journalist and editor whose writing has appeared in the Times and Financial Times. She was previously the editor-in-chief of Asian Private Banker and an associate stocks editor at Bloomberg.
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From uniforms that cost as much as a Savile Row suit to ski trips to Canada and extra tuition,…
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