The only way isn’t Essex: Sales of 99p vajazzle are soaring in the Cotswolds and West Midlands

December 15th, 2011

by Lauren Paxman

Last updated at 3:18 PM on 13th December 2011

It was only a matter of time before the least classy of all beauty accessories began to be stocked in pound shops.

But sales of a 99p vajazzle – inspired by the reality TV show the Only way Is Essex – have revealed that the craze for intimate body art has spread far beyond Basildon.

Vajazzles are crystal ‘tattoos’ that are stuck onto the skin near very personal parts of the body.

Beauty on the cheap: 99p Stores have started stocking vajazzles and theyare flying off the shelves, especially in relatively affluent areas

They were made famous by TOWIE’s Amy Childs, sho has now set up a beauty salon and made a fortune from the adornment.

Two weeks ago, 99p vajazzles went on sale in 99p Stores all over the country.

They were always expected to sell well in Essex, however figures are already showing that stores in ‘posh’ parts of the country have outsold their counterparts in Basildon and Billericay.

Sales have gone through the roof in both the affluent Stroud store, in the Cotsworlds, and in Sutton Coldfield’s Mere Green store in the West Midlands.

And mobile beautician Valerie St.Claire-Clevette, who is based in Stroud, says business has been booming since TOWIE hit the screens – with vajazzles her top seller.

‘Despite its affiliations with Essex girls, vajazzles are actually really popular with upper-class girls looking to spend their inheritance and impress their boyfriends,’ said the 34-year-old, who has been selling beauty treatments for the last 11 years.

Bright future? the intimate crystal ‘tattoos’ are being promoted as the perfect secret Santa present, because of the anonymity it offers

‘Ever since the Only way Is Essex became popular, I have been inundated with women asking me what vajazzles I do. I probably do around 15 a week. 

‘It ranges from 18-year-old girls who just want to look like Amy Childs to women my age looking to spice up their relationship. 

‘They can cost anything from

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