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They consider themselves “Facebooks for the few” — and they’re in an epic battle for the Web’s 1 percent.
Since 2004, the invitation-only site A Small World has been a private, online space where self-styled elites swap recommendations for the best resorts, restaurants and real estate around the globe.
“It’s a Soho House without the house,” said Sabine Heller, CEO of the New York City-based site. “It brings together the top tier in every country in the world.”
So does the invite-only Web site Best of All Worlds — created by ASW’s ousted founder, Swedish Count Erik Wachtmeister. His site launched last September.
“I had the great privilege of being born into a diplomatic family; I built a big network into my Rolodex early on,” Wachtmeister said. “So the initial 5,000 [people] that we invited reflects my private network.”
Heller and Wachtmeister both insist their sites are completely different — and, of course, each far superior to the other’s.
“He’s much older,” Heller, 37, said of her former boss. “He’s, like, 70.”
“I’m 58,” says Wachtmeister.
“We’re probably hitting the kids of the people he’s hitting,” said Heller, noting that the Count’s “vibe” is minor royalty and vulgar displays of wealth. “Our sensibility is warmer. We’re not interested in, like, cigars and yachts or whatever.”
“They’re more nightclubs and offers and discounts from third parties,” Wachtmeister says. “We’re a little more mature.”
Still, both sites are remarkably similar: The average user is between 25 and 34, well-traveled, highly educated, interested in food and wine, home decor and asset management.
Members are invited to join by other members, and once behind the virtual velvet rope, they swap photos and information and invites — much as on Facebook. Unlike Facebook, however, you must be invited to join each site by a pre-existing member.
The key difference between the sites: Best of All Worlds is free, while A Small World has a $105-a-year membership fee. BOAW currently claims 30,000 users, while ASW claims a hefty 250,000.
ASW relaunched in May as a travel-oriented site, and the membership card — designed by Wes Anderson pal Waris Ahluwalia — has helped even Heller access the most exclusive parties and nightclubs.
“I was in St. Tropez — the dreaded St. Tropez — last summer for work,” she said. “Someone was having a birthday party, and I had no hope of getting into this nightclub — there were 400 people outside.” Her ASW card got her past the bouncer. “So,” she says, “it’s useful for anyone.”
ASW celebrated its relaunch with a lavish, members-only bash in Marrakech. Among the guests: Natasha Lyonne, Olivia Wilde, “Glee” star Dianna Agron and Kick Kennedy.
Heller says not all ASW members are loaded. They just have to be fabulous. “We don’t seek rich people,” she said.
The Count makes the same claim. “The stereotype from the press is that it’s millionaires,” he says. “It’s not that. I hate the word ‘exclusivity.’ We want people who are comfortable with each other.”
The typical BOAW member, he says, has several homes, is a thought leader/opinion maker and is enthusiastic about hunting, yachting and luxury timepieces. The site itself, he insists, is not a virtual velvet rope.
“It’s not about being ultra-chic,” Wachtmeister says.
“We’re basically a discovery platform for people, products and services.”
The concept of a “Facebook for the few” was so alluring that Harvey Weinstein bought a controlling interest in A Small World back in 2006. Weinstein divested in 2009, as Heller and Wachtmeister fought for control of the company.
Whether there’s room for two sites vying for the 1 percent remains to be seen — but Heller and Wachtmeister think so, because they each believe their members are better than the other’s.
“We seek people who are interesting and internationally minded,” Heller says. “That’s our filter.”