It was once a gift women hoped to receive from her partner as romantic gesture or to mark a special occasion.
But according to high street jeweller Beaverbrooks, more women are breaking tradition by treating them themselves to expensive jewelry.
The proportion of rings, watches, bracelets and necklaces sold to women buying for themselves has soared from around 5 per cent ten years ago to 40 per cent, according to t he family businesses’ chief executive, Mark Adlestone.
Mr Adlestone puts the rise down to a higher percentage of mothers returning to work after having children and feeling they deserve to treat themselves. Another common occasion women are buying themselves jewellry for is a promotion or new job, he said.