Now that Valentine's Day is around the corner, Yasmine Fathy bids men forgo the symbolism -- and dig into their pockets Let's not mince our words: Of all the gifts on offer for Valentine's Day, jewellery -- for which gold and diamonds -- tends to stand out. "Let's not forget that a diamond is a girl's best friend," thus Yehya Farid, a businessman on the prowl for a Valentine's gift said. "Nothing lights up a girl's eyes as much." Mohamed Ibrahim, a clothing company manager, seems to have learned the same lesson: "Jewellery is not simply valuable, it's romantic. Last year I bought my fiancée a teddy bear holding chocolates -- and wearing a ring. Without the ring the love that I feel for her wouldn't have been communicated as effectively, don't you think?" The old Egyptian proverb seems to have sunk, finally: Light objects of weighty retail value -- indeed -- are the shortest route to the heart. Even someone used to "exchanging a card and flowers" would ideally prefer a precious gift: "It's rather more special, to suit a special day, I think." So mused Rania Hassan, an administrative assistant, before her friend Sherry Mohamed, marketing manager, chimed in enthusiastically: "Jewellery makes a woman feel loved and appreciated." Jewellers agree that Valentine's Day is celebrated in grand style mostly by young adults, although, they testify, some older couples take interest as well. "Last Valentine's," says Levon Yervant, smiling, "I sold diamonds to a 65-year-old man buying them for his 58-year-old wife. Young and old come," he went on, "so long as the heart still beats." Nor is it a man's exclusive prerogative to buy jewellery on Valentine's: "We get women too, of course, and they buy cufflinks or pins." Jewellers like Yervant are used to making special preparations for the day: "We put up red hearts and cupids; both my brother and I make sure we wear red." Yet for Heba Khalil, the sales manager of Bajocchi, one of the oldest jewellers in Egypt, Valentine's Day remains a relatively new occasion: "It started in the mid-1990s and has become more important than Mother's Day since. So important," she adds, "that we create a special collection for the day each year," one that includes more affordable options with gold, semi-precious stones and small diamonds. Particularly popular, Khalil testifies, "are pendants in the shape of flowers, the moon and stars -- these are always trendy." Which is not to mention the heart. "We always make sure we have hearts," Carol Akawi, another jeweller, explains, "it's a very popular choice. Most buy small items -- more symbolic than valuable," she adds, specifying a range of LE500-600. But this isn't always the key. "The most important factors are the strength of the love and the fullness of the pocket," says Yervant. "Some people make special orders for thousands." Interestingly, the vast majority of jewellers conferred with point to a move away from gold and diamonds on the part of consumers. Some argue that this is due to soaring prices, which leave men searching for affordable as well as innovative alternatives. "In the mid-1990s gold cost LE15-21 per gramme," says Beshara Saber. "Now it's gone up to LE65. Not everybody can afford that." Others, like Akawi, point out that money is not all: "A bottle of perfume, even a bouquet of flowers, can cost as much as a pendant -- and more." What is more, as Khalil points out -- Valentine's Day is the prerogative of a certain class of people, the comfortably off, who are more likely to seek out variety and newness. "They graduate from language schools," she says, "attend private universities and travel to the West. And they want to have more choice." Nor is jewellery a requisite aspect of the celebrations, much as it should be. "Roses, soft toys and a dinner out," says Omar Omar, a political science student. "These are a must, jewellery is not. Last year my girlfriend wanted a pendant and I did buy it for her, but..." Rather shockingly, it must be said, some men are starting to feel that flowers and chocolates are more appropriate for Valentine's Day than jewellery. "It's like dressing up for Halloween, or Santa Claus at Christmas time," Wael Youssef, a sales executive, insists. Yervant himself will tend to agree: "I like to get my wife something funny, a teddy bear. Diamonds are just too serious for the occasion." According to Khalil, buying jewellery involves communicating a subliminal message of commitment. "Men worry that if they buy jewellery the girl will think it means the relationship is heading on a very serious road," she says, "while maybe commitment is the last thing on their minds." The move away from jewellery, Khalil insists, is a world trend; when last she was in Italy she noted the same tendency. Yet women, not to put too fine a point on it, are hard put to approve. "Flowers are great," says Mohamed, "but jewellery, jewellery -- come on," she says sadly, "you know no woman in the world can resist that..."
