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SHOP TALK : From ‘Love Rings’ to Lingerie : Jewelry, camisoles and flowers are always safe bets. But go easy on the chocolate. It could be habit-forming.

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SPECIAL TO THE TIMES

Last week in this column, we were given valuable insight into what guys really want (and don’t want) for Valentine’s Day. Well this week, guys, we’re here to help you find a pleasing offering for the woman in your life. Traditionally, Valentine gifts fall into four categories: jewelry, chocolate, lingerie and flowers. All wonderful. But take a closer look.

JEWELRY

No. 1 one on the list of the love-struck and the greedy. The Museum Shop in The Oaks mall has “love rings” reproduced from those found in London’s Victoria and Albert museum. These simple bands are engraved with a poem or a sentence perfect for Valentine’s Day. One says Vous et nul autre (that’s French for “You and no other”--swoon). Another says “Think of me” (a little less of a commitment but still sweet). The rings come in silver ($45) and gold ($250).

Also at The Oaks, but thinking we were at Tiffany’s, we greatly admired the “Silver Collection” at Ann Taylor’s. These necklaces and earrings are $35 to $50 and look a lot like jewelry designed by Paloma Picasso.

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CHOCOLATE

Your lady may love it, but unless she’s a waif model she might not love you for it. Also, some of us can’t stop at one or two pieces, we just want more and more. Pretty soon we’re fat and miserable. Current research has it that chocolate releases a chemical in the brain that closely resembles the same chemicals released when falling in love. You don’t want your girlfriend falling in love with a Whitman Sampler, do you?

LINGERIE

Probably a man’s favorite gift to shop for, especially from a catalogue! But deals aren’t often found in catalogues.

Here’s a couple of ground rules for lingerie shopping. First, get the size right. It’s simple. Just look in her drawers and check out those tags. There. Now you know.

Second, resist the red. Department stores and lingerie shops have red displayed everywhere this month. But most women prefer the more tasteful shades of white or champagne.

Last, if you don’t know what it is, don’t buy it. Weird or complicated garter belts and merry widows do not make women smile. A simple camisole or teddy will be more happily received.

LFL (Lingerie for Less) has opened a new store in Oxnard. They have a helpful sales staff so don’t be afraid to ask for assistance. Unfortunately, we were asked not to name brand names, but we did spot a few designer labels usually found only in the better department stores. All of their merchandise is discounted and there are lots of items on sale, too. We saw short, silk boxers for $9.99 and lots of teddies for $14.99.

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FLOWERS

They can be costly, but flowers are romantic, they’re beautiful to look at and they can make a room smell great. The Flower Show in Thousand Oaks has a Valentine Special on roses. For $39.95, plus a $5 delivery charge, they will send a dozen roses in a vase or a box. That’s about 10% to 35% cheaper than other florists we called.

If your finances do not allow for such frivolity, don’t despair; not all women equate romance with large cash expenditures. The most romantic gifts do not require a bank account. Write a poem. A love letter. Serenade her at work. A walk on the beach or a handmade valentine will be greatly appreciated.

Details

* WHAT: The Flower Shop.

* WHERE: 2636 E. Thousand Oaks Blvd., Thousand Oaks.

* ETC: Call 371-8484.

* WHAT: LFL.

* WHERE: 2051 Rose Ave., Suite 140, Oxnard.

* ETC: Call 485-4481.

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