’ Howarth joined Seeking Arrangement eight months ago.

Her first date was at Nottingham’s best restaurant.

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Scattered among them are a few men, usually much, much older, in suits and ties. ’ purrs one girl in her early twenties with a voluptuous figure swathed in a red bandage frock.

'I’m in coffee,’ replies the man, bespectacled, balding, old enough to be her father.

'I was brought up in the hippy era, so for me talking about money was tacky. 'Greed is no longer perceived as a bad thing, and women are admired for being smart, but not necessarily clever. In the digital era people are used to getting things very quickly and they may think, “Why go through the slog of building a career?

”’ Nikki Howarth says she joined Seeking Arrangement, not as a career move, but because she wanted to meet men even richer than her.

I used to ring him about business and he gave me great advice.’ There’s also been a businessman in Hong Kong, whom Howarth has never met, but who recently sent her an i Pad.

'We may never meet but he said he was sending me the gifts as insurance for a future relationship.’ Others have paid to fly her to Dubai. We call it living in the sugar bowl.’ Helen Croydon, a 34-year-old writer and broadcaster from London, believes that no matter how emancipated we are, at a primal level women like to be 'spoiled’ and men to spoil.'Sugar Baby’, 25, is setting the bar even higher with negotiations opening at ,000 to ,000 (£6,500 to £13,000) a month.With a couple of clicks you can inspect the 'sugar daddies’.'Cavewomen’s children would survive if a man could share his resources.It’s only very recently that women have no longer had to rely on men.’ Five years ago, fresh out of a relationship and looking for adventure, Croydon, a well-dressed, well-spoken blonde with a degree in Japanese, joined My fantasy was meeting someone in a fancy bar and having an intellectual conversation,’ she says.From Beeston in Nottinghamshire, Howarth, 26 ('I’m getting so old, I can’t bear to think about it!