Bay of Plenty women are investing in their hands … and investing heavily.

They want younger looking hands and fingers and are prepared to pay hundreds of dollars for cosmetic surgery procedures to achieve the look.

There was a bit of a fashion fuss in Auckland this month when it was revealed brides there were paying 'big bucks” to have their hands 'botoxed” for the photo shoot on wedding days.

But according to Sharon Melrose of Rejuvenation Cosmetic Medicine here in Tauranga, there are a lot of local women riding the fashion phenomenon and it's not necessarily a bridal accessory.

They're paying up to $800 to have aging hands and fingers injected with dermal filler to make them look fuller and younger and to show off flash watches, rings and bracelets.

'What's the point of investing in nice jewellery if it's not well showcased,” asks Sharon.

As we get older the skin on the hands thins and shows grooves. They become skeletal and the veins show through. And there is the added problem of sun damage – pigmentation which is treated with laser and peels.

Sharon Melrose says it's a wonderful procedure … 'instant results, painless and makes a huge difference. The only downside is possibly a small bruise from the injection.”

Some local women in their 30s are getting the procedure because of premature aging, but most of the take-up involves women in their 40s and 50s.

Traditionally there has been more of a focus on faces and necks. Hands have been neglected, but not now.

'What's the point of a lovely face and neck if the hands tell a different story?” asks Sharon.