TODAY | February 10, 2014
>>> sochi with the taste of the russian life . and for that we turn to keir simmons who checked it out.
>> yes. this was a difficult one to research. all the caviar and champagne. but seriously, there's been a new russian revolution . the rich russians are here and all around the world.
>> reporter: $500,000 cars, $11,000- hotel suites .
>> and that's not negotiable.
>> reporter: russia is not what it used to be. we met her at her home. well, one of her homes.
>> reporter: so you live in this wonderful house in the snow for only part of the year?
>> oh, yeah. and the rest of the time, i live in florida.
>> reporter: what else to do but go shopping?
>> reporter: and here we have a ralph lauren .
>> reporter: in moscow's most expensive mall.
>> reporter: how many fur coats does a russian woman need?
>> five, six.
>> reporter: six coats?
>> how much is this coat?
>> reporter: $5,000?
>> reporter: in the sale?
>> it's a good quality.
>> veronica runs a london concierge company geared to help rich russians spend all the money they're making. here, sampling caviar.
>> very strong taste.
>> reporter: russia 's new businesswomen work hard and play hard and love luxury. one place they find it is in london .
>> my family came from very little in life, but both my mother and my family, we've achieved a lot.
>> the new generation. what are they doing to make their money?
>> the next generation of russians , the wonderful thing is that we've always had this culture to work.
>> reporter: also in london , actress and model katia ilizarova.
>> what do i need to wear?
>> that depends. if you're a girl, you need to have high heels . we're coming from a country that is famous for diamonds and furs. of course, it's something that girls aspire to have.
>> we are here where you can find the most amazing shoes.
>> tell me about this new generation of young russians .
>> this shop is good example for new young entrepreneurial russians who want to work internationally who knows languages and travel a lot.
>> so we have churchill and roosevelt.
>> and we'll have somebody else to replace him. somebody a little less fierce. and definitely more blond, me.
>> reporter: and a reality check here. 35% of the wealth in russia is owned by only 110 russians . there is real inequality here, you know.
>> oh, yeah.
>> but it was interesting to hear the new generations of russians talking about putting aside the bling thing and now they want to be a bit more sophisticated. don't want to show off so much. and during the research of that piece, i used your credit card , natalie.
>> nice. good. thank you.
>> no problem.
>> a lot of rubles.