It's time to "turn Valentine's on its head", so says award winning underwear entrepreneur, Nicola Dames.
The UK-based global-brand Vanilla Blush founder said that "too often people are fooled into becoming big consumers, spending big money, looking for that big moment."
The Dublin-born CEO added: "It's time for a bit of simplicity and to stop seeing ourselves as consumers of things, including consumers of others."
Laughing, Nicola concluded: "So this year, turn Valentine's on its head, say no to yourself and say yes to others, such as producing a shared meal for your family and friends.
"Now, that's a real act of love!".