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Craze for diamonds fading among women?

fashion and trends Updated: Mar 24, 2014 19:28 IST

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Diamonds have long been considered as a woman's best friend -- but a recent survey reveals that they are now more interested in receiving a gift with a personal touch, or a shared experience.

The research conducted by the multi-store gift card One4all, shows that over half of women would prefer a thoughtful gift to a diamond, reports

A joint experience or memorable trip with a loved one topped the poll, with 56 percent of the votes. The usual gifts like diamonds and designer handbags were some way behind.

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It was also found that about 37 percent would opt for the money in their hand and over half would prefer a gift card.

"Attitudes to gifting are changing, people do want a more personal touch as this makes something all the more meaningful," said Declan Byrne, managing director of One4all Britain.