Private jets and petal-filled jacuzzis, Cristal Champagne and Maltese dogs that drink mineral water, bodyguards, Chanel dresses and Lamborghinis — Welcome to the world of Mulheres Ricas (Rich Women), Brazil’s first reality show to delve into the lives of the country’s growing class of super-rich.
Mulheres Ricas, which kicked off on Monday night, is billed as an unprecedented insight into a universe of ‘travel, luxury cars, jewels, shopping and lots of champagne. Get to know the lives of five women who have problems with everything — except money,” its creators promise.
The programme focuses on five female millionaires, caught between luxury homes in Rio de Janeiro and São Paulo and shopping binges in Paris and St Tropez. ‘Being rich is marvellous,” 44-year-old Lydia Sayeg confesses in the first episode. ‘Women like me lose track of what is extravagant and what isn’t,” gushed Sayeg, who runs Casa Leão Joalheria, an upmarket São Paulo jewellers. ‘I take baths in mineral water … I rented a Ferrari for [my husband] to take a spin. Is that extravagant? I don’t know. It’s our daily life.”
In another scene cameras follow Val Marchiori, a São Paulo socialite and television presenter, as she tours an aviation show and considers buying a $16-million private jet with gold fittings. ‘My airplane is so old,” she complains, quaffing Cristal Champagne with a salesman before strutting out towards the jet along a red carpet. ‘It’s time for a change. It’s wonderful to do a little shopping, isn’t it?” Marchiori says, giggling.
With Brazil’s economy booming, property prices exploding and executive salaries through the roof, the super-rich are growing. Brazil has been creating 19 millionaires a day since 2007, according to a recent study. But Brazil remains one of the most unequal societies on Earth. Government figures released last month showed that 11.5-million Brazilians were living in slums last year, up from 4.5-million in 1991. —