Being frugal does not mean that you are poor or cheap. Being frugal means that you are smart with your money. You make smart purchases - wait for things to go on sale, use coupons and buy good quality items that will last. Even if I was a multi-millionaire, I would still use a 40% off coupon if I had one. Why wouldn't I? It's just a mindset you have - to make the wisest decisions with your money. Check out this article at DumbLittleMan about what frugality really means.
It's smart to be frugal!