New Money during the Gilded Age – What in the Gilded Age…!?

New Money during the Gilded Age

During industrialization, many people who had become wealthy through their involvement in the economic sector, for example, factory work or the railroad business, moved to the cities. In these families, where men often handled business matters, women frequently sought to establish a name for themselves in high society and become part of the social elite.

Money was not all that was needed to become part of these elite circles – class was also required. This was something that could not be bought, according to the long-established families. Much more importance was attached to so-called “gentle breeding”[1] and familiarity with the rules of society. Ward McAllister, a critic of social taste during the Gilded Age, recorded these rules and their importance in a book entitled Society As I Have Found It (Rhoda 279ff.).

Due to the noticeable aversion to the new money among New York City’s upper class, this section examines how these newly wealthy individuals are portrayed in one of the most prominent gossip magazines of its time. This dislike was expressed creatively through biting comments, condescending reports, generally snobbish attitudes, and jokes at the expense of newcomers in the elite society of New York City, NY.

To give you an idea of this, Town Topics was searched for the following terms: Parvenu, Nouveau Riche, and Social Climber. The word cloud below already gives a first insight into what was associated with the new money.

The following images are from various issues of Town Topics magazine, all taken from the Everyday Life & Women in America archive.

[1] Gentle breeding is associated here with the words gentleman/gentlewoman. It means that you were born into a family with status and the appropriate social circles.

Nouveau Riche

Nouveau Riche in singular describes a person, and in plural an entire class of people “who [have] recently acquired wealth, esp. one who displays this in an ostentatious or vulgar fashion.” (OED, “Nouveau Riche, N.”)

This supposed vulgarity is often mocked in Town Topics. One aspect of this is the language of the Nouveaux Riches, for example. When quoted, it is made clear that they speak differently, using modern language rather than the old English used by long-established members of the upper class. In one situation, a “Western nouveau riche” is described, who comes to New York “to sort of look around before settlin’ down.” In this context, it is also noted that, firstly, he wants to observe how classic New Yorkers behave and what activities they engage in, which can be purchased with money (see fig. 1). However, this attempt is also ridiculed by saying that simply buying a box seat at a play on Sunday morning will not gain entry to the city’s exclusive clubs.

Through the constant cutting remarks in Town Topics about the lack of taste and even the ostentation of the newly rich, it becomes clear that their wealth cannot improve their status within the New York City upper class. The derision of their language also portrays them as uneducated. While the New York City upper class views itself as aristocratic, educated, and generally superior, the Nouveaux Riches are labeled as belonging to the working class despite having been fortunate enough to become wealthy.

In an article about English and Irish noblemen, it is stated that there is a fear that the Nouveaux Riches will infiltrate a time-honored sport such as sailing, and that, because of their involvement, the competitions will become less about the sport and more about showing off their expensive yachts (see fig. 2). Once again, it is emphasized that the Nouveaux Riches have no class and can only define themselves by their possessions and money, which they must always flaunt.

In another report, the Nouveaux Riches are not ridiculed quite so much. It concerns the purchase of a house on Walnut Street in Philadelphia, PA – an exclusive area, then as now. The article laments the times when the neighborhood was still an established part of society, and when this specific house hosted lavish balls and extraordinary events, which are now being appropriated and redefined by the Nouveau Riche. Their arrival marks the end of an era, revealing the extent to which the Nouveaux Riches are threatening and displacing these old institutions. Yet, it is made clear that they will no longer be able to compete with the past. The article ends with the new arrivals adding to the pleasant memories within these four walls. However, it is not entirely clear whether this is meant sarcastically or whether it is accepted as a new era (see fig. 3).

Some reports make fun of the constant bashing of the Nouveaux Riches. One recounts the encounter between an elderly lady who has long been a part of New York City’s high society and a young lady who is also a member of it. When the young woman spots the older woman and loudly asks if she is another Nouveau Riche, the older lady replies that she is a ‘nouveau pauvre’ (English: newly poor) (see fig. 4). It appears that she wants to put the young woman in her place and make her understand what these old New Yorkers are really about by making fun of people who are considerably wealthier than they are. Especially since they are getting richer all the time, thanks to the industrialization that was booming at the time. Often, the only thing that New York City’s established society has to offer is an attitude of superiority, based on their family name and status. At the same time, its own money becomes increasingly scarce.

Another comment states that Town Topics pays particular attention to a specific letter to the editor because it comes from an elite leader of society who was famous at a time when society was still composed of gentlemen and gentlewomen, before the Nouveaux Riches took over (see fig. 5). This again clearly establishes that the Nouveaux Riches are not gentle people. By definition, a gentleman/gentlewoman is of decency, lifestyle, and character. It dawns that, as a Nouveau Riche, one cannot possess these qualities. The OED also includes in its definition the note that one must be of gentle birth – a quality that cannot be bought (OED, “Gentleman, N., Sense I.1.a.”).

Another commentary strongly criticizes the elite social clubs of New York City for failing to draw a clear line between snobbery and exclusivity by also accepting the Nouveaux Riches as members. It is clarified that all the Nouveaux Riches generally patronize people they consider below themselves and, to establish or to distinguish their standing, are rude to them to make it clear to those around that the newly rich are superior to them. Mrs. Nouveau Riche, an alias for a satirical figure, is said to immediately “tighten her silky skirt around herself” whenever she sees someone from high society (see fig. 6). Here, the stereotypical emphasis is placed on the fact that the Nouveaux Riches lack manners or decency. While the men appear to be rude, the women are portrayed as shameless and promiscuous, characteristics that were highly frowned upon at the time. Thus, allowing the Nouveaux Riches, who are considered to be rather snobbish than exclusive, is condemned by the author. It is an amusing criticism to call someone snobbish while looking down on others precisely because of their innate status, pigeonholing them based on prejudice, and then rejecting them.

Under an advertisement for a dog boarding facility, it was mockingly commented that it would hardly be enough for the newly rich to read in the ad that their dog would be well looked after and socialized while they were on vacation. The advertisement was recommended to promote the fact that members of the infamous 400, an informal list of the 400 most elite members of New York City’s society, sent their dogs there. Even more so, a direct recommendation from Mrs. Caroline Schermerhorn Astor, the Number 1 in New York City’s upper class, would probably be the ultimate advertisement (see fig. 7). It is implied that the newly rich could not care less about the welfare of their dogs or that they would be prepared to set it aside if this meant they could reach the 400 through their dogs. It is made clear that nothing is more important to the newly rich than getting into the circles of elite New York City’s high society.

There are also plays dedicated to portraying the Nouveau Riche. In the play From the Inside of a Sarcophagus, the sarcophagus boasts to a gnome that it, the sarcophagus, comes from ancient Greece. The gnome reads aloud the engraving “Made in Germany AD 1912” at the foot of the sarcophagus. The sarcophagus is startled and admits that it is not ancient, but tells the gnome to keep quiet so that no one notices he is a Nouveau Riche (see fig. 8). Once again, it is demonstrated that the worst trait one can have is to be newly rich.

One poem describes how the Nouveaux Riches would always sigh wistfully whenever they heard the name ‘Biltmore House’ (an estate in the Blue Ridge Mountains in Asheville, NC), because they would never be allowed in. It was a mansion built by George Vanderbilt. Later, when it was converted into a club resort, the Nouveaux Riches were also allowed inside (see fig. 9). A subtle hint that the Nouveaux Riches, with their lack of decorum, belonged more in a resort than in a venerable family estate.

A real scandal occurred in Baltimore, MD. A female descendant from a decidedly nouveau riche family was married to her husband, who had a venerable, respected family name in Baltimore, MD, for 20 years. He brought the name and blue-blooded status into the marriage; she brought the money. She never entirely relinquished control of this money. However, this only becomes clear when she kicks her husband out of her (not his) estate, and he must stay with relatives. Her reason for doing so is that her husband has increasingly interfered too much in her leisure time and finances. The name of this icon was, unfortunately, not revealed (see fig. 10).

1) Vol. 41 No. 15 (April 13, 1899) p.4

2) Vol. 41 No. 15 (April 13, 1899) p.8

3) Vol. 42 No. 18 (November 2, 1899) p.6

4) Vol. 43 No. 24 (June 14, 1900) p.6

5) Vol. 51 No. 6 (February 11, 1904) p.11

6) Vol. 25 No. 20 (May 14, 1891) p.4

7) Vol. 27 No. 10 (Marc 10, 1892) p.9

8) Vol. 69 No. 6 (February 6, 1913) p.18

9) Vol. 50 No. 21 (November 19, 1903) p.11

10) Vol. 83 No. 20 (May 13, 1920) p. 8

Additional material — Additional material: Vol. 82 No. 12 (September 18, 1919) p.15

Mrs. Parvenue

In the literal sense, a Parvenu is “a person from a humble background who has rapidly gained wealth or an influential social position” (OED “Parvenu, N.”) The OED classifies this term as often derogatory.

Town Topics employed a clever stylistic device here. Rather than simply calling people out as parvenus, it created the satirical character Mrs. Parvenu, whose misconduct within high society is exposed through jokes. It should be noted that, due to the patriarchal structures of the time, it is a female character who commits all the social missteps. In several short, pointed jokes, the uneducated status of the Nouveaux Riches is to be documented in the most derogatory way possible.

In one of these jokes, Mrs. Parvenu stands in front of a tailor’s shop with a friend. On the sign, Mrs. Parvenu reads “Robes de soirée et de ville—” (English: dresses for festive evening events and a city visit). After this sentence, she interrupts angrily, ranting about Americans who want to act French and why they can’t simply write “Gowns of silk and velvet” in English (see fig. 11). Once again, the illiteracy of her class is evident, as it is apparent that they don’t even understand simple French. The conclusion drawn is that “soirée” means silk and “ville” means velvet, based on the similarity of their initial letters.

In another joke, a young and an old Mrs. Parvenu are talking. The young woman asks what the so-called ‘umpire gowns’ are all about. The old Mrs. Parvenu guesses they are baseball gowns (see fig. 12). Most likely, they are referring to ‘Empire gowns,’ a dress style from the 20th century. So, these dresses have nothing to do with an umpire (referee). This is intended to underscore that the Nouveaux Riches have no knowledge of fashion or what is essential to high society. The fact that even the old Mrs. Parvenu has no idea what they are talking about subtly highlights that one can never truly escape the status of the Nouveaux Riches and will never be fully part of polite society.

A personal favorite is the following joke, which I would like to quote directly.

“Mr. Bacon – How do you like chaperones?

Miss Parvenu – Boiled!” (see fig. 13)

The disgrace here goes much further than Miss Parvenu not knowing what a chaperone is. The fact that she doesn’t know this term further indicates that she doesn’t have a chaperone, and neither do the rest of her female relatives – scandalous! Another brief but pointed reminder that the Nouveaux Riches have no manners, no decency, and no education, since young women of respective status were considered frivolous if they were out without a chaperone who could supervise and protect them from moral missteps.

In contrast to the term Nouveaux Riches, which uses rambling reports and commentaries to expose the uncouth and unsuitable nature of these newly rich, the term parvenu is often used for a simple, stupid, and satirical character. With short, yet crystal-clear and easily understandable jokes (find more of them in the gallery below), the entire class of the newly rich is portrayed as uneducated and unmannerly.

11) Vol. 52 No. 14 (October 6, 1904) p.16

12) Vol. 29 No. 10 (March 9, 1893) p.7

13) Vol. 29 No. 10 (March 9, 1893) p.6

Additional material — Additional material: Vol. 29 No. 13 (March 30, 1893) p.23

Additional material — Additional material: Vol. 30 No. 5 (August 3, 1893) p.21

Additional material — Additional material: Vol. 33 No. 24 (June 13, 1895) p.19

Social Climber

A Social Climber “attempts (frequently by means considered disreputable) to attain a higher social status.” (OED, “Social Climber, N.”) The OED classifies this term as often disparaging. The term Social Climber has also been the victim of ridicule and mockery in the form of jokes and snappy comments within the journal.

With little fear of being sued, Town Topics portrays Baron von Horst as a Social Climber and cannot help but point out that this noble title is something to be ridiculed, as it is purchased and not inherited. Furthermore, he is portrayed as an unpleasant man in this era of progress, as he believes in fussy horoscopes (see fig. 14). It is questionable whether this kind of information would have been said about a society member with an old fortune.

Another snarky comment refers to the Torrey couple, who attempt to make the social climbing they experienced easier for their children by sending them to a school with many descendants of high-ranking and well-known families (see fig. 15).

Here again, we encounter short, pointed jokes intended to convey the stupidity of the Social Climbers, as we already know from Mrs. Parvenue. A joke tells of a Social Climber couple in the opera. While Mrs. Social Climber raves about Mrs. Biltmore’s dress, her husband unfortunately can’t join the conversation because he was sitting behind Mrs. Biltmore (see fig. 16). The Nouveaux Riches are apparently unaware that a dress envelops an entire person, not just their front.

The following joke directly demonstrates the Nouveau Riche class: A boy from elite society asks his father what a Social Climber is. His father replies, “It’s someone who looks for a family tree” (see fig. 17). It becomes clear that nothing was more important in those days than a distinguished name and good social standing. Furthermore, the Nouveaux Riches are publicly ridiculed for using their money to buy their way into established families and thus become part of something they can never be.

One commentary describes at length – and with great relish – the downfall of a Social Climber. It is reported that she is on the verge of financial ruin, and her estate has already been auctioned off. The author sneers that, due to her declining status, the Social Climber would likely no longer be seen in social clubs and would therefore be unable to cause trouble there. People formerly invited to her dinner parties and evening events are referred to as ‘her victims,’ while her husband’s guests are referred to as his ‘dinner guests’ (see fig. 18). It is generally very noticeable that the woman is the main character in this story. During this time, women rarely owned any property; even if they inherited, it was usually passed to their husbands. Nevertheless, the story describes the decline of the female Social Climber and how she loses everything, while the husband is only briefly mentioned.

In the gallery below, you can see some selected excerpts from Town Topics on the Social Climbers.

Vol. 53 No. 25 (June 22, 1905) p.9

15) Vol. 89 No. 2 (January 11, 1923) p.10

16) Vol. 89 No. 12 (March 22, 1923) p.2

17) Vol. 82 No. 8 (August 21, 1919) p.6

18) Vol. 84 No. 5 (July 29, 1920) p.8

Additional material — Additional material: Vol. 57 No. 20 (May 16, 1907) p.8

It’s clear that Town Topics is very fond of the self-appointed elite and authority of New York City’s society, and, in doing so, jumps on the bandwagon to make fun of the Nouveaux Riches and their behavior. It employs every creative means imaginable to emphasize their lack of education and their uncouthness, which repeatedly makes them appear uncomfortably conspicuous in high society. While portraying the Nouveaux Riches as if they want nothing more than to become part of this society – through favorable marriages, for example – it should be kept in mind that many of the established families, due to their lifestyles where they spent more and more money without really earning anything new, had increasingly less wealth and were therefore also interested in these cross-class weddings. This public display was undoubtedly also a way to conceal that fact and focus more attention on the newly rich, who were an integral part of New York City’s high society. Furthermore, this new, more progressive, and above all, wealthier class posed a clear threat to New York City’s society’s dusty morals and prejudices.

While Astor, Livingston, and Schuyler were established old-money family names, three well-known names are representatives of the so-called Nouveaux Riches: Vanderbilt, Carnegie, and Rockefeller.

And which of them immediately rings a bell today?

By Sophia Maria Hilgenroth

I want to thank the anonymous reviewer for their helpful feedback and Nadine Tran for her technical support.

All content for educational purposes only.

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