First of all, a little chat about Gift Theory.

Gifts, especially Valentine's Day gifts, are kind of transactional. They are supposed to produce a desired effect. Sometimes there are multiple effects, sometimes a cascade of effects.

Now, if you give chocolate and flowers, what's the result? She feels you've done your duty... but that's about it.

The flowers may be pretty, but they'll end up in the compost bucket. The chocolate will be savored... and then probably cursed for the calories. End of story.

Now consider what happens when you give a pashmina shawl.

She sees it. BANG! What a surprise!! Definitely not the usual valentine's gift! (Score.)

Then there is the conversation. What exactly is it? Where did you get it?? How do I wear it??? How did you know what color I wanted??? (Score!!)

And you tell her, "Hey, I called the owner and if it's not the right color, or you prefer a different weave, or whatever, you can just exchange it, no problem. (How thoughtful are you?!!)

Then she feels it, and is completely blown away. It feels scrumptious. Luscious. Cuddly. Ambrosial. (Score!!!)

She puts it on. Elegant! Refulgent! Rapturous! Seductive!!

She wants to show it off. The ladies at work are gobsmacked. They want to feel it, try it on, google how much it costs. They are so jealous that her Other (that's you!) had so much insight into a woman's heart.

Okay, okay, maybe you're not ready for a commitment. So you toss in some chocolate truffles, just to show you're a little conventional and want to cover all your bases. She'll respect that.

But... what if it's only chocolate and roses???

Ladies, this is the 21st century. You can buy your own Valentine's pash.

Next year he'll know better.

In solidarity with the freedom fighters, we offer our stunning Slava Ukraini shawl.

To ensure broadest possible distribution of this partisan declaration, we have priced the shawl at $85. The entire profit, $17 per shawl, goes to support the work of José Andrés' humanitarian World Central Kitchen, which is doing vital work in the war zone, in European refugee centers and in other disaster areas around the world.

Available only in our so-called "medium size" (which is currently the industry standard), the shawl measures 71 by 203 cm (28 by 80 inches). It is hand-loomed in the finest 54/1 gauge 100% cashmere yarn and printed with color-fast dyes in the hues of the Ukrainian flag which symbolize amber fields of wheat under azure skies.

TrustPilot

A few weeks ago we finally opened an account on TrustPilot. Obviously, we should have done that earlier, but as our Nepali friends say, के गर्ने?

TrustPilot has a clever algorithm whereby new accounts are saddled with three imaginary low ratings that have to be balanced out by new reviews. So far we have 27 comments, all 5-stars, and our rating has climbed to 4.7. Want to see a sample?

That brings us to 28 five-star reviews, still a perfect record, but sadly still only 4.7 score. Please add your review and get us out of this terrible rut.

Sign up for our [infrequent!] bulletin, the Pashmina Spamina!