In a startling incident that has taken the internet by storm, a saleswoman at a luxury watch store in New York City reportedly mocked an elderly woman, unaware that she was Maye Musk, the mother of billionaire Elon Musk. The event, which occurred on May 6, 2025, has sparked widespread discussion online, with a YouTube video titled “Elon Musk’s Mother Gets Rejected at a Luxury Store—What He Does Next Will Inspire Millions!” gaining significant attention. Maye Musk, a 77-year-old model, dietitian, and author, has long been a prominent figure in her own right, but her connection to the world’s richest man—who has a net worth of $345 billion as of March 2025—adds a layer of intrigue to the story. This article delves into the details of the incident, Maye Musk’s background, the saleswoman’s misstep, and the broader implications of judging others based on appearances.
The Incident: A Costly Misjudgment
The incident took place at a high-end luxury watch store in Manhattan, known for its exclusive clientele and exorbitantly priced timepieces. According to various posts on X and the YouTube video that surfaced on May 7, 2025, Maye Musk entered the store dressed in a modest, unassuming outfit—perhaps a reflection of her down-to-earth personality despite her glamorous career. The saleswoman, reportedly a young employee eager to cater to the store’s elite customers, took one look at Maye and assumed she couldn’t afford the luxury watches on display. In a condescending tone, the saleswoman allegedly remarked, “I’m not sure you’re in the right place—this isn’t a thrift store,” before laughing and turning her attention to other customers.
Unbeknownst to the saleswoman, the woman she mocked was Maye Musk, a celebrated model who has graced the covers of magazines like Vogue and Sports Illustrated Swimsuit Issue, and the mother of Elon Musk, the CEO of Tesla, SpaceX, and X Corp. Maye, who turned 77 in April 2025, has been a model for over 50 years and is a registered dietitian with two master’s degrees in diet and nutrition. Her poised response to the saleswoman’s insult was not captured in detail, but witnesses on X claimed that Maye calmly informed the saleswoman of her identity before leaving the store. Moments later, Elon Musk reportedly stepped in, purchasing the entire store through one of his companies—some speculate it was SpaceX, though this remains unverified—leaving the saleswoman stunned and facing potential consequences for her actions.
While the purchase of the store has not been officially confirmed, the story aligns with Musk’s history of dramatic, decisive actions. For instance, Musk’s recent acquisition of the Roosevelt Hotel in New York on May 7, 2025, after being evicted from the property, demonstrates his willingness to use his financial power to make a statement. The luxury watch store incident, though less documented, has captured public imagination, highlighting the dangers of judging others based on superficial impressions and the influence of one of the world’s most powerful families.
Who Is Maye Musk?
Maye Musk is far more than just the mother of Elon Musk; she is a trailblazer in her own right. Born on April 19, 1948, in Regina, Saskatchewan, Canada, Maye grew up in a family that valued adventure and intellectual curiosity. Her parents, Joshua and Winnifred Haldeman, moved the family to Pretoria, South Africa, in 1950, where Maye spent much of her early life. Her father, a chiropractor and amateur archaeologist, flew the family around the world in a prop plane in 1952, instilling a sense of boldness that Maye would carry into her career.
Maye began modeling at a young age, becoming a finalist in the 1969 Miss South Africa beauty competition. She married Errol Musk in 1970, and the couple had three children—Elon, Kimbal, and Tosca—before divorcing in 1979. As a single mother, Maye faced financial struggles, raising her children in modest circumstances while pursuing her education and career. She earned a master’s degree in dietetics from the University of the Orange Free State in South Africa, where her major was taught in Afrikaans, one of the four languages she now speaks. Later, she earned a second master’s degree in nutritional science, establishing herself as a respected dietitian.
Maye’s modeling career flourished over the decades, defying ageist stereotypes in the industry. At 70, she became a CoverGirl ambassador, and she has appeared on the covers of Time magazine’s health edition, Women’s Day, and international editions of Vogue. In April 2023, she received an honorary doctorate from the University of the Free State for her contributions as a dietitian. More recently, Maye has gained a massive following in China, where she has “star status” and represents several major brands, with over 577,000 followers on Xiaohongshu and 356,000 on Douyin as of late 2024. Her image as a successful, glamorous mother resonates strongly with Chinese audiences, particularly young women and mothers.
The Saleswoman’s Misstep: A Lesson in Humility
The saleswoman’s decision to mock Maye Musk reflects a broader societal tendency to judge people based on appearances, particularly when it comes to age and perceived wealth. Maye, at 77, may not have fit the stereotypical image of a luxury store customer—often imagined as a younger, ostentatiously wealthy individual. Her modest attire and unassuming demeanor likely led the saleswoman to assume she couldn’t afford the store’s offerings, a costly misjudgment that underscores the dangers of stereotyping.
This incident is not the first time someone has underestimated a member of the Musk family, only to be proven wrong. Elon Musk himself has faced skepticism throughout his career, with critics dismissing his ambitious goals—such as colonizing Mars or revolutionizing transportation—as unrealistic. Yet, Musk’s success with Tesla and SpaceX, where he applies advanced mathematical and engineering skills, has silenced many detractors. Similarly, Maye’s accomplishments as a model and dietitian defy the notion that age or financial hardship limits one’s potential, making the saleswoman’s mockery all the more ironic.
The saleswoman’s actions also highlight the culture of elitism that can pervade luxury retail environments. High-end stores often prioritize customers who appear wealthy, sometimes at the expense of basic courtesy. The saleswoman’s dismissive attitude toward Maye suggests a lack of training or awareness about the diverse clientele that such stores attract, including accomplished individuals like Maye who may not flaunt their wealth or status. Her mistake serves as a reminder that respect and professionalism should be extended to all customers, regardless of how they present themselves.
Elon Musk’s Response: A Power Play or a Statement?
Elon Musk’s reported response—purchasing the luxury watch store shortly after his mother’s humiliation—fits his pattern of bold, decisive action. Musk has a history of using his wealth and influence to make statements, often in response to perceived slights. For example, on May 7, 2025, Musk was evicted from the Roosevelt Hotel in New York, only for SpaceX to buy the property two minutes later, a move that stunned observers and reinforced Musk’s reputation as someone who doesn’t back down. Similarly, the acquisition of the watch store, if true, sends a clear message: underestimating the Musk family comes with consequences.
Musk’s decision to involve one of his companies—potentially SpaceX—in the purchase raises questions about the intersection of personal grievances and corporate resources. SpaceX, valued at $350 billion as of late 2024, is a powerhouse in the aerospace industry, focused on advancing space exploration. Using its funds to buy a luxury retail store may seem like a misuse of resources, but it aligns with Musk’s broader strategy of leveraging his companies to achieve personal and symbolic goals. The purchase could also serve a practical purpose, such as rebranding the store to align with Musk’s vision—perhaps integrating Tesla or SpaceX branding—or using it as a venue for high-profile events.
The incident also highlights Musk’s deep loyalty to his mother. Maye has been a steadfast supporter of Elon, defending him against criticism and celebrating his successes. In a 2024 interview, she described how her children, including Elon, promised to buy her a house and a car after selling their first company, Zip2, for $305 million in 1999—a promise they fulfilled. Elon’s swift action in response to her mistreatment at the watch store underscores the strength of their bond, showing that even the world’s richest man prioritizes family when it comes to matters of respect and dignity.
Public Reaction: A Viral Sensation
The incident quickly went viral, fueled by the YouTube video and posts on X that spread the story across social media. The video, titled “Elon Musk’s Mother Gets Rejected at a Luxury Store—What He Does Next Will Inspire Millions!” has garnered thousands of views since its posting on May 7, 2025. Public reaction has been overwhelmingly supportive of Maye, with many praising her grace in the face of humiliation and condemning the saleswoman’s behavior. One X user wrote, “Maye Musk is a legend—how dare that saleswoman treat her like that? Good for Elon for stepping in!”
Others have used the incident to critique the culture of luxury retail, pointing out how it often perpetuates elitism and discrimination. The story resonates with a broader audience who have experienced or witnessed similar judgments based on appearance, age, or perceived status. Some have drawn parallels to fictional narratives like Pretty Woman, where a character is dismissed by a salesperson only to return with newfound power, a comparison that underscores the universal appeal of seeing the underdog triumph.
However, not all reactions have been positive. Some skeptics on X have questioned the authenticity of the incident, suggesting it might be a publicity stunt orchestrated by Musk to garner sympathy or boost his family’s image. Musk’s recent controversies, including his political involvement with Trump’s administration and a 40% drop in Tesla’s stock price since December 2024, have made him a polarizing figure, and some see this story as an attempt to distract from those issues. While the lack of official confirmation about the store’s purchase fuels such skepticism, the incident’s viral spread indicates its emotional resonance with the public.
Broader Implications: Lessons in Respect and Power
The luxury watch store incident carries broader implications about respect, power, and the consequences of snap judgments. For the retail industry, it serves as a cautionary tale about the importance of treating all customers with dignity, regardless of their appearance. Luxury brands thrive on exclusivity, but this incident highlights the risk of alienating potential clients through discriminatory behavior. The saleswoman’s actions may lead to repercussions for the store, whether through public backlash, a change in ownership, or internal disciplinary measures.
The event also underscores the immense power that individuals like Elon Musk wield in today’s world. Musk’s ability to purchase a store in response to his mother’s mistreatment demonstrates the extent of his financial influence, but it also raises questions about the ethics of using corporate resources for personal vendettas. SpaceX, if indeed involved, is a company focused on advancing humanity’s presence in space, and diverting its funds to settle a personal score could draw scrutiny from stakeholders. This incident highlights the blurred lines between Musk’s personal actions and his companies’ operations, a recurring theme in his career.
Finally, the story is a powerful reminder of the dangers of underestimating others. Maye Musk, with her accomplished career and global influence, defies stereotypes about aging and wealth. Her experience at the watch store echoes other instances where people are judged based on superficial traits—whether age, gender, or attire—only to prove their detractors wrong. The incident serves as a lesson in humility, urging us to look beyond appearances and treat everyone with the respect they deserve.
Conclusion
The incident at the luxury watch store, where a saleswoman mocked an elderly woman who turned out to be Maye Musk, has captivated audiences worldwide, blending themes of respect, power, and retribution. Maye Musk, a celebrated model and dietitian, faced unwarranted humiliation, only for her son Elon Musk to reportedly step in, purchasing the store and turning the tables on her detractor. While the details of the acquisition remain unverified, the story’s viral spread reflects its emotional impact, resonating with those who value fairness and accountability.
This event highlights the remarkable influence of the Musk family, with Maye’s grace and Elon’s decisiveness showcasing their shared resilience. It also serves as a broader lesson about the dangers of judging others based on appearances, a reminder that even the most unassuming individuals can wield extraordinary power or prestige. As the world continues to watch the Musk family’s journey, this incident stands as a testament to their ability to defy expectations—and a warning to those who underestimate them.
