“New Money” is a unisex perfume that goes beyond fragrance – it’s a daily catalyst for mindset and self-determination. This scent is designed to anchor you in a feeling of inspiration, groundedness, and quiet boldness every time you wear it. New Money becomes a personal ritual that reinforces your sense of worth and focus . It’s not about showing off; it’s about showing up for yourself with clarity and confidence.
In this 10-part series, I will describe what New Money means to me, and why I created it.
When I got my first real taste of success, I thought I had to prove it. I remember the day I walked into a luxury store, heart pounding, ready to buy an expensive watch I’d been eyeing. In my mind, that gleaming watch would silently announce: I’ve made it. We’ve all seen this story – the flashy car, the designer clothes, the impulse to showcase every hard-earned dollar. This is the classic image of “new money” – and I was living it.
Society often equates “new money” with spectacle. The term typically conjures images of flashy, self-made people – tech moguls, entertainers, athletes – who have recently acquired wealth and aren’t shy about flaunting it . They are outsiders to the old elite, often people of color who finally broke through, and the world expects them to show their success. For Black folks especially, this stereotype has deep roots. After so long being denied a seat at the table of wealth, when one of us “makes it,” there’s pressure to let everyone know. It’s as if wearing our wealth on our sleeve (or around our neck) is the only way to validate that we truly belong.
The downside of this stereotype is more than a perception problem – it can become a financial trap. Studies have found that Black and Hispanic households spend up to 30% more than their white peers on visible goods like clothing, cars, and jewelry . In other words, we’re splurging thousands more each year on things people can see, often at the expense of savings or investments. Why? As one researcher put it, “if you’re a middle-class Black, it seems like in order to be perceived…as well off, you have to show you have money” . Visibility becomes proof of success. We cut back elsewhere and save less just to keep up an image. I felt that pull intensely: the need to broadcast my achievement, because what’s the point of success if no one sees it?
Yet after the initial high of that luxury purchase, I was surprised to find an emptiness creeping in. The watch was admired by others, sure. But did it make me feel successful on the inside? Or did it make me more insecure, always chasing the next status symbol to fill a void? I realized I had fallen into the trap of equating my worth with my wealth – or at least the display of it. That realization hit hard. The shiny symbols of “making it” were just that: symbols. The substance of success, the kind that endures, had to come from somewhere else.
This is where we begin to redefine “new money.” What if new money wasn’t about flash at all? What if it meant using newfound wealth as a tool for empowerment and growth – quietly and purposefully? Imagine wearing something not to impress others, but to remind yourself of your journey and where you’re headed. Instead of a gold chain as proof to the world, how about a subtle daily ritual as proof to your own heart? This is the shift in mindset we’re after.
As I learned, true empowerment doesn’t need to shout. It can be a quiet confidence, a grounded sense of self-worth that doesn’t depend on approval. That’s the ethos behind New Money, the fragrance. It’s a gentle nudge each morning – a whisper of inspiration that says you know who you are. It’s not about displaying a logo or a label for the world; it’s about carrying a sense of worth within you. In this journey, that little spritz on your skin isn’t just perfume – it’s a personal reminder, as real as any gold watch, that you’ve chosen substance over flash. And that is a statement no $$$ amount can buy.
The Black Negotiator 