It’s a really easy climb if you share Nazi and homophobic views of Russian elites and being vocal about it.
Plays very well with army generals, old Kremlin elite and general population as well.
Nomenclature was a very small class of people with privileged exclusive access.
It’s either families with relatively short ties to Kremlin: people with high positions, spies, diplomats, nuclear scientists, state journalists, pro-government writers.
Or people like heads of grocery chains, import shops who controlled access to goods and clothes.
People like these could put their children at most successful universities without exams, buy them Western cars and spoil with caviar while most people stood at the queues for hours to get sour milk or bones for soup.