The paper addresses the scarcity of research on the new rich in urban anthropology. It argues that sumptuary spending is meant to establish and display an honourable ascendancy, and stems from a need for public recognition. This is particularly visible in the palaces of the nouveau riche in Eastern Europe. Too often, these buildings are unduly ethnicized; the paper claims that this ideological approach aims at denying Easter European Roma the possibility of taking part in the urban competition of the new rich and at excluding them from the wider urban context of the new rich in the post-Socialist territories, from Bucharest to Batumi and Astana. From Roma businessmen to a parvenu doctor in Cluj, the identity strategies of the new rich resemble each other. They draw on universal artistic heritage to create an image of ancient virtue for their owners.
