Chances are, you're already following the likes of Audrey Tay (@audreytayy), Willabelle Ong (@willamazing) and Kim Lim (@kimmylecute) on Instagram. Young, wealthy and social-media-savvy, these Singaporean women have over 130,000 followers in total and give us normal folk a glimpse into their enviable lives - fast cars, open bars and everything glitzy in between.
Want to be an Instagram star like them? All you need are some $15,000 Hermes Birkin handbags, a generous variety of Christian Louboutin and Jimmy Choo shoes, and frequent holidays to beautiful destinations like Morocco and the Maldives.
Such envy-inducing posts are part of a voyeuristic trend on social media - one best encapsulated in the now-infamous blog Rich Kids Of Instagram. The two-year-old Tumblr blog (whose founder is anonymous) collects posts by the world's wealthiest youngsters and is chock-full of photographs of their private jets and diamond-encrusted watches. These are accompanied with jaw-dropping captions like, "Always tip your private-jet captain $10,000."
It was a pink Bentley that kicked off Audrey's journey to social media fame.
"It started after I posted a picture of my 18th birthday present from my dad - a Bentley Continental GT that was customised in hot pink. Before I knew it, I had lots of new followers," says the 20-year-old, who arrives at our interview in calf-high Christian Louboutin gladiator sandals. She's also toting a pink Lady Dior handbag from the latest Fall/Winter collection.
The youngest child of businessman Peter Tay, the executive director of the SUTL group of companies, Audrey has over 2,600 followers on her Instagram account. There, she shares pictures of her shopping sprees, regular travels, and her family's stable of nine cars. The newest set of wheels in the collection? A white Porsche Turbo, which she got as a 20th birthday gift, that replaces her Bentley.
To read the rest of this article, get a copy of the December 2014 issue of Her World, Singapore's No. 1 women's magazine. Her World, published by SPH Magazines is available at all newsstands now.
Also, check out the December, 2014 issue for these stories: