and, yes, he is one of those ghetties. >> my name is jay paul ghetty. >> reporter: her grand father was a wild cater, 21 when he started his business, and went on to become the world's richest man. three generations later they are well-known for their collections, some of the finest artwork anywhere, and one of the world's largest piles of stock images. but this is a very different kind of collection and a very different ghetty and says he name. >> i went through so many different names before figuring out i wanted to do august ghetty as the brand and i asked why should i be ashamed, do you know what i mean? >> there are people who think you are trading on your name. the only success you are having is because you are a getty. >> there are people that say that. they are wrong. you can't buy your way into this. you really can't. no matter who you are, where you are fro. you need talent to be on the runway. you do. >> you also need financial backing. a single show can cost upwards of a quarter of a million just to stage. not to put too fine a point on it, but august ghetty is not into fash