baby boy, her husband got herir a $250,000 neil lane 10 carat diamond ring and just two months ago nick cannon pink diamond and sapphire necklace. these posh push gifts are equally prevalent. take vicki steinberg. >> first time i heard of the word push present, i was the last one to have my first child so i heard it being passed around and seen the evidence, my friends' push presents. >> reporter: she was gifted this bracelet for the birth of her 4-year-old son. >> it's an item that you receive, gift you receive and you pass it on. >> reporter: but for husband ira, the concept was a bit foreign. sure, he was sympathetic about the nine grueling months of pregnancy, but diamonds for a baby? tell us your r rction the first time your wife mentioned push present to you. >> i didn't know what she was talking about. the birthing process is not the easiest process. nine months of sickness and sleepless nights, a reward for going through that. >> reporter: i wanted to see what one could expect in return for that and went to harry winston to scope out the jewels where men pays millions for these. how po