The resurgence of rich people has triggered a rebirth elsewhere in the industry. "When we hit last summer, that's when all of a sudden the economy really changed. And so by the time we were into September of last year, the placement orders went through the roof. It was like, 'Oh, my God,'" says Charles MacPherson, founder of Charles MacPherson Associates, a Toronto-based butlering academy and placement agency. "People just needed to move on," he says, "and start living their lives again."