Thursday, 11th May 2006 (3686 views)

A new fad has developed for so-called 'push presents', gifts that are presented to new mums as a reward for giving birth.

Gold jewellery, diamonds and cashmere items are increasingly appearing in delivery rooms, as fathers are encouraged to purchase lavish gifts for their wives after labour.

The trend for 'push presents' looks set to spread and USA Today reports that gold and sapphire rings, with pink stones for girls and blue for boys, are proving particularly popular with new dads.

Celebrities are also following the trend, with Pierce Brosnan presenting his wife Keely with three diamond and gold bracelets following the birth of the couple's son Paris.

One enterprising store, Burdeen's Jewelry in Buffalo Grove, Illinois, has even launched its own range of "sophisticated, timeless pieces", including stackable gold rings, and a registration service for expectant mothers.

Gold jewellery is also becoming a more and more popular gift for Mother's Day.

 

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