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Rich people have some of the best personal networks on earth. With money comes access and contacts. Yet that hasn’t stopped a myriad of companies from trying to sell the rich even more social networks online.
I’ve written before about Myspace for Millionaires sites such as asmallworld and Diamond Lounge. Both have their strengths and weaknesses. Asmallworld, while growing quickly, has gotten too big for some members’ liking. Diamond Lounge, the London-based firm that started as a social- and business networking site, has morphed into a “dating and networking site.” (Not to be confused, of course with sugardaddie.com.)
Now, a site called Spire is entering the fray. But Spire has a slightly different business model. Rather than offering social networking, Spire calls itself a “social resource.” Instead of friends, it sells advice. It offers firsthand testimonials on travel, food, wine, cultural events, wellness and other areas of interest for the affluent.
The current home page lists tips from marina2008 on attending the Salzburg festival, “secrets for Belgium” from a woman named antiquesdiva and a “wine lovers little black book” from a guy named Jay.
There are also features on how to pick a private chef, where to buy organic produce in England, how to find designer duds for kids, and where to see the best Flamenco in Spain. “There’s so much noise out there — too many sources — it’s information overload and no one has the time,” says Suzanne Aaronson, Spire’s “curator,” adding: “We’ve given this niche group of people a place they can go to cut through all the clutter.”
Spire acquired Ms. Aaronson’s previous business, Suzanne’s Files — which offered “quality lifestyle for discerning people.” Spire gets access to Suzanne’s Files’ reported 55,000 members with an average income of $250,000. Spire will also draw on that business’s database of reviewed content.
There is, of course, no reliable way to test for wealth on these sites. But in the quest for affluent consumers and luxury-ad dollars, the aim is to build a site that’s of interest to the wealthy, rather than one that’s exclusionary to the non-wealthy.
Will it work? Who knows. But at least there’s a now place to go on the Internet if you need French, handmade toddler slippers in New York.
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