ASmallworld "MySpace for millionaires"

ASmallWorld has grown to include 320,000 members globally (Facebook boasts 40 million, by contrast) with 65% of the members in the U.K., Italy, Germany and France and 20% in the U.S. The rest are sprinkled throughout the Middle East and Asia. Wachtmeister's site has been even called "MySpace for millionaires" by the Wall Street Journal. But Wachtmeister maintains that aSmallWorld is a niche community that doesn't allow self-promotion or aggressive networking.

Once invited to join the network (only selected members with a sturdy Rolodex are given invite powers), a member can browse the market guide (a high-end Craigslist where there are currently 500 member-listed yachts for sale), surf the luxury-travel guide and global-event guide, or participate in forum discussions--one of the site's most active and popular functions.

"Anyone with good lawyers in Phuket, Thailand?" a member recently asked on aSmallWorld's forum. He continues: "I'm building a sustainable-apartment development and need some U.K.-Thai contracts written up for an investor."

Another writes that she's "looking for recommendations for the U.K.'s and/or Europe's top cosmetic doctors to perform liposuction or the fat-dissolving laser treatment."

Participating in the forums and access to the site is free, supported by advertisers such as Cartier, Moet & Chandon and Patek Philippe--all lured on board by the guarantee of targeting a luxury-obsessed audience.