Although the stories are very present in my book, and very present in my mind, what I was most interested in was the question of why it had attracted such a following in the 18th Century. It's less mysterious that it attracted a following in the Romantic period, and in the 19th Century, but the early 18th Century when the Rationalists fell in love with it...that was mysterious. What I wanted to look at was the forms of enchantment.

I do not think commodities are taken for granted. One of the convergences in time I noticed, and to me seemed very important, was the emergence of paper money. There had been permissionary notes, exchanging money by writing it, but there was no duplicated form of guaranteeing an exchange.

It seemed to me to be a parable of the exchange of goods, rather Marxist in some ways, in the new world of global forces. What the forgers do is write the brand name to try and change it, and it works! Loads of people buy fake Prada handbags, or Chanel sunglasses; they've been changed. They have been truly, really changed.

The vocabulary of pleasure depends on the imagery of pain.

One of the things I try to do is try to make repetitions, rhymes, and mirrorings across the subject matter of my own books so that the chapter titles and the epigraphs and pictures all kind of form a tapestry. In this book, I retell fifteen of the stories. You have the critical frame, and then you have these rosettes like the motif in a carpet.

Though it's marvelously entertaining, and I had fantastic fun writing the book, it's not terribly easily, the material, and it's not all that familiar...although we think it is familiar. The processes of the wonderful narratives are very intricate. It's about the charm - the spellbinding charm - of ingenuity, and it's not so easy to remember the plots or the structure or even the names.

I think that a true economics thinker or a Marxist thinker would make nonsense of my argument, although I have given massive seminars and no one has demolished it so far. I did think that this idea from an artisanal and trading perception of the auratic quality of goods when they are given character and inscription, made the stories of phantasmic wealth read more powerfully in the 18th and 19th centuries than the stories of Cinderella's wealth, because they are conjured out of nothing by these magic means.