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How My Luxury Lifestyle Started! – Candid Conversations With Anna Bey #1 School of Affluence

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A Swedish suburb, one party invitation, and the origin story behind the School of Affluence.

Anna Bey has spent years teaching women how to walk into a room, order wine, and hold their own at a black-tie dinner. In the first episode of her new video series, Candid Conversations With Anna Bey, the Geneva-based Swedish lifestyle educator finally explains how she got there herself. The story starts nowhere near a yacht or a Mayfair townhouse — it starts in a Stockholm suburb most of her students have never heard of.

• Bey grew up in Järfälla, a Stockholm suburb she describes as far removed from any elite social circle.
• A teenage invitation to an upscale Stockholm party exposed her for the first time to designer clothing, luxury cars, and exclusive social circles, setting off a multi-year pursuit of high society that took her through Rome, Malta, and London.
• She launched the blog JetsetBabe in 2012 and followed it in 2018 with the School of Affluence, an online finishing school built around courses like “The 7-Step Formula to Success” and “Secrets of the Elite Woman.”

Growing Up Far From the Elite

Järfälla sits on the outskirts of Stockholm, a residential suburb with nothing resembling the private clubs and society dinners Bey would later build a career around. She’s blunt about that gap in the episode, framing her childhood there as the baseline against which everything that followed has to be measured. There was no family money, no inherited address book — just a teenager who hadn’t yet seen what she was missing.

The Party That Changed Everything

That changed with a single invitation. As a young teenager, Bey was invited to an upscale party in Stockholm and walked into a scene she’d never encountered — designer clothing, luxury cars parked outside, and a social circle operating by rules she didn’t yet understand. She describes it as the moment that planted a years-long ambition: not just to attend rooms like that one again, but to understand how they worked from the inside.

One night at a party in Stockholm, a teenager from Järfälla saw designer clothes and luxury cars up close for the first time — and spent the next decade figuring out how to get back in the room.

Rome, Malta, London: Learning the Rules on the Ground

Bey didn’t chase that world through books alone. She left Sweden and moved through Rome, Malta, and London, working in digital marketing to pay her way while studying international etiquette on the side. It was a trial-and-error education — navigating unfamiliar social circles in real time, city by city, rather than following a formal syllabus. That hands-on immersion is what she now credits as the actual training ground for everything the luxury lifestyle world eventually demanded of her.

From JetsetBabe to a Finishing School

The blog came first. In 2012, Bey launched JetsetBabe to document what she’d been learning about high society, etiquette, and personal presentation. Six years later, in 2018, that groundwork became the School of Affluence, her online finishing school with a curriculum aimed squarely at modern elegance, personal styling, and social positioning — courses with names like “The 7-Step Formula to Success” and “Secrets of the Elite Woman.” The throughline from suburb to blog to school, as she tells it, is one continuous, deliberate climb rather than a lucky break, not unlike the self-made arc behind the homeless boy who invented Louis Vuitton.

This is episode one of Candid Conversations, and Bey frames it as the origin chapter of a series that’s meant to keep unpacking how the School of Affluence curriculum actually got built. If “The 7-Step Formula to Success” is the syllabus, this episode is just the first page — the Stockholm party, the Rome-Malta-London years, and the 2012 blog that finally gave the whole story a name.