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Tall and curvaceous, with long, peroxided hair, a fake tan, red, skin-tight jeans ('So not my normal style, I haven’t even put my eyelashes on today’) and a Louis Vuitton tote donated by one of her 'benefactors’, Howarth meets me, a fortnight before the launch party, at a London hotel.'I’ve always had a thing about older men,’ she says.
She’s from Britain, is expecting $5,000 to $10,000 (£3,250 to £6,500) monthly from a 'sugar daddy’.
'Sugar Baby’, 25, is setting the bar even higher with negotiations opening at $10,000 to $20,000 (£6,500 to £13,000) a month.
'I think all relationships start off in a very superficial manner,’ he tells me cheerfully. Men want gorgeous women and women tend to look at men in terms of how successful they are .’ Women pay nothing to join the site, while men pay £31 a month, ensuring they are outnumbered 10 to one.
Although I hear stories of 'millionaires’ turning up in Ford Fiestas (and 'sugar babies’ turning out to be 55), I’m also told that the site boasts two members of the Forbes Fortune 5000 list. From Becky Sharp in Vanity Fair to Scarlett O’Hara, some of our greatest fictional heroines have made bagging a rich man their quest.
'Girls on this site can meet some incredibly interesting and powerful men,’ Wade says. But since the feminist revolution the idea of chasing wealth has been frowned upon; women could make their own way in the world.
But the clinical psychologist Sheila Keegan believes the situation has come full circle.
'I’m mature and I’ve done a lot, but guys my age are all about, “Here’s my number, now text me,” and then they take me to Nando’s.
’ Howarth joined Seeking Arrangement eight months ago.
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.
For the next few years Croydon’s life, recorded in her book, Sugar Daddy Diaries, was, depending on your perspective, ultra-glamorous, or super-seedy, or both.