Luke is tired of being defined by money. His latest girlfriend turned out to be a serial gold digger so when he's bet by a friend that he wouldn't be quite so irresistible to women if they believed him to be poor, he takes up the wager.
On the surface it's just a joke but secretly he longs to find someone who loves him for himself (you can throw up or say 'ahh' at this point, depending on your preference ;-)
I'll introduce his love interest in another post.
I can't currently decide on the source of his wealth - he was originally an international property billionaire but I'm not sure about this given the current climate. I want him to own the hotel my heroine is going to be working in (I'm trying out my first 'Cinderella' theme) so if anyone has any bright ideas let me know :-)