The 1990s weren’t just about boy bands, beepers, and Blockbuster nights—at least not for the super rich. Millionaires during this decade lived it large by flaunting wealth in ways that defined the decade’s over-the-top ways. Here’s a peek at how the wealthy rolled through the ’90s.
Custom Luxury Cars
In the ’90s, driving a Mercedes or BMW wasn’t enough—you had to make it yours. The rich customized their rides with everything from suede ceilings to refrigerated glove compartments. The 1995 Mercedes-Benz S600 was a top-tier status symbol, especially when stretched into a limo.
Exclusive Club Memberships
Memberships cost tens of thousands upfront and yearly dues. Many private clubs had decade-long waiting lists and required personal recommendations. The right club gave access to political circles, insider business chatter, and the best Scotch in town.
Home Theaters and Entertainment Systems
Before streaming took over, elite homes featured theaters with floor-to-ceiling screens, velvet drapes, recliners with cup warmers, and popcorn machines in the back. LaserDiscs offered better quality than VHS, and when DVDs finally dropped in 1997, they upgraded instantly.
Exotic Vacation Spots
Millionaires rented entire islands and charter private yachts in the Mediterranean. Privacy mattered more than postcard views, and in certain cases, entire teams were flown in to maintain their routine in paradise. Luxury travel agents handled every detail, often months in advance.
Gourmet Dining and Personal Chefs
While most people in the ’90s were microwaving Hot Pockets, the rich, savored truffle risotto prepared by in-house chefs, when they did dine out, it was at Michelin-starred spots such as Alain Ducasse in Monaco or Le Cirque in New York.
Fine Art Collecting
Art collecting in the ’90s became a competitive sport. Modern and contemporary works fetched record-breaking prices at auction houses like Sotheby’s and Christie’s. New money buyers also started investing in emerging artists, and some millionaires flew to Basel or Venice just for art fairs.
Philanthropic Foundations
By the mid-90s, giving back became just as trendy as spending. Wealthy individuals launched foundations that bore their names, funding everything from health research to public libraries. Many attended $1,000-a-plate galas to support causes or hosted their own fundraising balls.
Yachts and Floating Palaces
These vessels came equipped with Jacuzzis, gold-plated fixtures, marble floors, and even onboard cinemas. The crew staffed with gourmet-’staffed with gourmet-trained cookstrained cooks, masseuses, and security. Billionaires like Paul Allen and the Sultan of Brunei set records with mega-yachts.
Flashy Watches and Jewelry
Collectors hunted for rare editions, like the Rolex Daytona “Zenith.” The trend was oversized earrings, cocktail rings, and gaudy brooches at black-tie events. The ‘90s also saw the rise of “bling” culture in hip-hop, where iced-out watches and chains became status markers.
Private Schools and Ivy Trackers
Millionaires ensured their kids’ academic résumés were as polished as their trust funds. Enrollment in elite prep schools, including Phillips Exeter or Choate, came with six-figure tuition. Summer enrichment programs included Mandarin tutors or archaeology digs in Greece.
Live-In Household Staff
Staffing in millionaire households often rivaled luxury hotels with a butler, multiple maids, private chefs, groundskeepers, and sometimes even a live-in nanny or estate manager. Some staff came from elite training programs in Europe. In certain homes, uniforms and protocols mirrored those of a five-star hotel.
VIP Seats and Star Treatment
Rich people didn’t stand in line during events. Courtside at the Lakers, Wimbledon box seats, or Paris Fashion Week front row were the norm. Backstage passes and afterparty invites were practically handed out with AmEx Centurion Cards.
Jet-Set Shopping Sprees
Shopping was serious business, often handled by stylists and personal shoppers who flew ahead to Paris, Milan, or Tokyo to pre-select items. Jewelry stores offered private viewings, and designer brands sometimes created custom pieces for top clients.
Collectibles and Rare Finds
The ultra-wealthy scooped up vintage Ferraris, rare coins, baseball cards, antique furniture, and unopened cases of beverages. The goal was to snag brag-worthy items no one else could get. In 1995, a Honus Wagner baseball card sold for over $500,000—unheard of back then.
Legendary House Parties
House parties would come with fireworks, live bands, catering by five-star chefs, and ice sculptures in the shape of your initials. Some hired famous musicians for private shows and rented out castles or luxury resorts to celebrate a birthday.