This investigation has as objective to describe some of the possible existing images m relation to the “nuevos ricos'" actually, and therefore, define some criteria to think about who this social actor ir, and what role does that play in Colombian society today, specifically in the city of Bogotá. With the desire of understand q reality that is so close, but also less known, this text is the result of field work done with a group of young people, who have a good social and economic position, thanks to different mechanisms that their families used aiming to give them better life quality.