This article documents a cultural script of ‘non-materialistic parental investment’ in a private kindergarten in Israel, and the paradoxes that accompany it. Drawing on ethnographic fieldwork, the analysis reveals an inherent tension between an anti-materialistic ideology and the immersion of the kindergarten in a hyper-consumerist culture. While the explicit discourse emphasizes simplicity and unmediated emotional nurturing, the kindergarten in effect comprises an arena of intense elite consumerism of upper-middle-class parents who wish to give their children high-quality, expensive education. As a prestigious private business, it, therefore, plays a direct role in class differentiation processes, although ‘social-class’ is not part of the conscious pedagogical agenda.