06/13/2012 11:36 am ET Updated Jun 13, 2012

New 'Real Housewives Of New York' Refuse To Play Branding Game On Show

The new "Real Housewives of New York" aren't mincing words when it comes to their digs at the show's former cast members. The new set of New York's elite -- including Aviva Drescher, Carole Radziwill and Heather Thomson -- say they won't let reality TV define who they are, unlike their predecessors.

“We are not creating lives off the show,” Drescher told me on the set of "New York Live." “We are coming to the show with very rich lives and rich storylines,” added Drescher, who insiders say is the season's breakout star.

Talking about how the franchise went from being a look inside the lives of several New York women to a show constantly plugging products, from booze and jewelry to cookbooks, the new cast members say that they won't fall into the same branding trap.

“It’s not in every other word I say,” Thomson said about her business, Yummy Tummy. “Its not yummy this, yummy that, yummy yummy, yummy. It’s a part of my life. It’s a part of who I am. It’s an important part of what I’ve built. I’m proud of it and it’s a feel-good brand for women. That’s all I need to say. I don’t need to shove it down their throats. If they want it, they are going to come looking for it. In every scene we don’t talk about it.”

In a personal dig at Countess LuAnn de Lesseps, Radziwill, who is technically a princess via marriage, says she finds the title a joke.

“I find all the title stuff a little silly,” Radziwill said. “My husband's family has a great legacy in Poland, but it’s nothing that I would ever describe myself by. I call myself a writer, a journalist, an author ... never a princess -- unless I say I’m the princess of Greenwich Village. LuAnn uses the title but that’s really funny in America. We don’t really use titles.”

Sides have already been chosen. Monday night, I joined de Lesseps, Thomson and Drescher, at the ACE awards in New York, where it was clear these three ladies had a bond.

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