Being smooth and hairless is not enough, it seems.

Some women want their pubic region to dazzle. Literally.

Vajazzling involves attaching tiny crystals or jewel stickers to a woman's pubic region for aesthetic purposes, after she has been waxed.

Although it's not entirely new, it is experiencing a small revival among a niche group of women here.

The term "vajazzle" was coined by Hollywood actress Jennifer Love Hewitt some two years ago. She said in an interview that vajazzling her "precious lady" and having it "look like a disco ball" helped her feel better after a bad break up.

British reality star Amy Childs also turned the spotlight on the trend when she vajazzled her co-star Sam Faiers in the first season of reality television show The Only Way Is Essex, which ran in Britain in 2010.

The trend is catching on with a small group of women here, claimed owner of home-based beauty boutique Miss Jessica Tan, 27, who offers the service.

There is demand from clients, especially when they expect intimate encounters or beach parties, she said.

One of her clients is an air stewardess in her 30s, who didn't want to be named.

The woman had a crystal diamante sticker forming the words "I love you" pasted in the lower part of her pubic region earlier this month as a special treat for her boyfriend.

They were going to celebrate his birthday, which included a one-night staycation at a hotel.

"My female friend got a white heart-shaped one and told me that I should go and check it out.

"My boyfriend found it a nice surprise. He smiled when he saw it and said it was very quirky and interesting," she said, adding that she was pleased with it.

"It's very nice. You'll feel proud of it even if it's just for yourself," she said.

She claimed she had no problem showering and that the tiny protruding crystals - which typically come off after five to seven days - did not make her uncomfortable in shorts or jeans.

She paid $38 for the Brazilian wax, which removed all her pubic hair, and another $20 for the sticker to be stuck on.

"The next time, I want to do it a little higher up so that when I go to the beach, other people can see it. Perhaps I want to do a multi-coloured rainbow," she said.

The process of vajazzling is painless and fuss-free, and can be completed within minutes, depending on the complexity of the design, said Miss Tan.

Read the full story here.