The legendary association of diamonds as a symbol of love makes diamonds and diamond jewellery the most sought after retail product during Valentine’s Day, celebrated worldwide to express one’s feeling of love. This year, according to an NRF (BIGresearch) survey the average retail spend is likely to be around $122.98 on gifts, as compared to last year’s lower budget of $119.67. Gifting will encompass products like candy, flowers and jewellery. The spend between couples is expected to be around $79.99 on a spouse. Although men have a different budget of $163.37, while women will invest $84.72 n an average on gifts.