Rags to Riches

So with all of the problems with the economy and people losing their jobs and houses where are the "Nouveau Riche"? You know the ones. The people that made it big when the going was good and spending was king. They went from having nothing to having everything. Well they are still out there and they are doing great.
Just this morning on the news they were talking about the new trend this Christmas with the Nouveau Riche. High end stores are reporting that the rich are actually asking for plain white bags when shopping. That's right, they are still spending a bundle but they are hiding it from others now. At a time when so many are struggling they want to hide how much money they still have to throw away. I would love to have such a heavy burden to hide.
So what do the Nouveau Riche know that we don't? How do people like J.K. Rowling do it? What are we missing? How did she go from a single mother on welfare to a multi-millionaire in five years? She must not have had a laptop and a comfy couch like I have. They tend to come between me and my great ideas.