his article examines the various ways new wealth infiltrated the Welsh gentry during the late eighteenth and early nineteenth centuries, considering the behaviours and actions of new men, together with the processes they followed to assimilate into the world of the old families. This study emphasises a level of openness of landed society to new arrivals able to comport themselves according to the expectations of the existing social elite. It demonstrates that acquiring land and property, which served as a visible display of their wealth, was only one strategy deployed by new wealth to secure gentry status. Other approaches included building country houses, consuming fashionable goods, undertaking public duties, political representation, drawing on culture and living heritage by projecting an image of ancient lineage (Welsh gentry understanding of Welshness was heavily reliant on lineage) through name-changing, adopting coats of arms and family mottos.