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Down to Earth

Ellyn Schoen sees obscene displays of wealth every day as founder of Baby J Catering, a New York City catering company that serves wealthy clients in Manhattan, the Hamptons and Greenwich, Connecticut.

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This story appears in the December 2007 issue of Entrepreneur. Subscribe »

In Manhattan, she sees corporate jets and personal drivers as two coveted status symbols, and she detects an intense social-climbing phenomenon underway among the city's twenty- and thirtysomethings. It's a topic Schoen, 45, discusses regularly with friends and colleagues. "Now it's like everybody has money. Where does it come from? And they're [getting] younger and younger," she says.

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