Flowers, chocolates and stuffed toys have a new commercial nemesis this Valentine's Day - the bare, bejewelled nether region.
The "vajazzle" - a cluster of fake diamonds or crystals strategically and artistically placed inside your pants following a Brazilian wax - has become one of the most popular romantic gestures many women, and some men, are willing to make to celebrate love in 2013.
In the lead-up to the official day of love, a Canberra waxing salon, Brazilian Butterfly, sent out an email voucher to existing clients offering a free vajazzle with every Brazilian wax treatment. Salon manager Bronwyn Turner was surprised by the number of people willing to commemorate Saint Valentine with Swarovski crystals this year.
"We have seven treatment rooms and every February 13 and 14 we are flat out waxing and sticking from 8am until 8pm.
''Every one of our clients, men and women, ask and want to know more about the vajazzle, not everyone goes through with it but for Valentine's Day, which is a special occasion, there will be a lot of extra sparkle around Canberra," Ms Turner says. Having heard about Canberra's love of the odd pubic adornment following the story of Kate Ellis' former deputy chief of staff, Jamila Rizvi, being vajazzled against her will in 2011, I decided to (willingly) remove my pants and take the plunge.
As I browse the range of self-adhesive sparkling stickers priced from $6.95 to $19.95, happily made with non-toxic glue, I'm over-whelmed by the variety - pink stars, the word "SEXY" in bold silver - and custom is always an option.
I settle for a modest purple love heart and prepare myself for the 20 minute process made famous by The Only Way is Essex star and former beautician Amy Childs.
After admitting my maintenance had lapsed a little, a nonchalant Bronwyn takes a set of clippers to my lady garden. A Kate Bush classic plays in the background as two men shuffle into the waiting room and a woman in the room next to me is told to put her "knees up like a frog".
"On days like today we have to put extra chairs out as we just get so busy, we are the only salon in town which offers intimate waxing for men,'' the manager says cheerfully.
''We have about three guys coming in after you," she says. Apparently the male equivalent of the vajazzle - the "pejazzle" is a hit in Canberra also.
"We have one regular client who comes in for his waxing and will always get about three pejazzles placed around his bits," she adds, pointing to my crotch.
As I pretend I'm just in a pantless, brightly lit Pilates class, my new friend Bronwyn applies the hot wax and tells me that Brazilian waxes are as common as public servants in Canberra.
She mentions that since the introduction of the Brazilian Butterfly iPhone app, which allows customers to discreetly book appointments for downstairs decoration, business has boomed.
"People are religious with their waxing and while they may forgo a facial or a massage every month they will never miss a waxing appointment or let it go more than six weeks between sessions."
Both hot wax and strip wax is then applied and yanked from areas I've only heard about (and ignored) in human biology class.
"The top hurts but you're doing well sweetheart, almost done," she comforts me. After the pain comes the glittery, sticky stage two.
Bronwyn wipes the area located a lot further south than my belly button with an alcohol wipe and places the temporary tattoo, which will stay in place provided I'm not "too vigorous" over the next 10 days.
While Bronwyn prepares for another four more hours of tending to and making tender areas pretty, she tells me she believes the vajazzle and pejazzle for special occasions is the perfect gift for a loved one.
"We used to offer dyeing a few years ago but that didn't really take off. People having their pubes dyed pink or red for Valentine's Day just wasn't cool."