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  Becks makes boys want their bling
Updated 24 March 2004, 14.59
David Beckham and his famous diamond earring
More lads than ever are buying jewellery - not for their girlfriends, but for themselves, a study showed.

Experts think it is because they are being influenced by famous kings of Bling, like David Beckham and rappers 50 Cent and P Diddy.

Lads are twice as likely as lasses to buy bling when they didn't plan to - on impulse buys.

Sales of jewellery have grown since 1998, and it is now a sparkling 2.75 million business.

Rapper 50 Cent
50 Cent is bling-tastic
But the study found gold is losing popularity, with silver and white gold - which is silver-coloured - proving bigger hitters.

Platinum, a very expensive metal which is silver-coloured, is proving really attractive too.

But one bit of bling, which Becks is particularly famous for, has not lost its sheen - diamonds.

With big stars showing off their watches, chains and charm bracelets more and more, shoppers are getting more demanding about what they want.

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