If men thought they were done with their lavish jewelry-showering obligations once they popped the question and planted an engagement ring on a woman's finger, they're in for more of a shock than dirty diapers when their babies are born. If they want to walk out of that delivery room a proud papa, they'll need to offer up a "push present."

Push presents commemorate the birth of a baby and are the latest gift-giving tradition — now considered even more significant than other diamond-studded situations, such as the oft-forgotten anniversary, birthday or Valentine's Day.

The push-present practice — long performed in such countries as England, Italy and India — has grown over the past few years, primarily by word-of-mouth. Once a new mother gets her gift, usually a bauble, she tells her friends who pass on the idea to their husbands.

With more than four million births each year in the United States alone, this could turn into some serious spending. According to research by ad agency J. Walter Thompson, 37 percent of affluent Americans already recognize the tradition of a birth gift. And in a survey from Lockes Diamonds of New York City, 88 percent of women surveyed who gave birth in the past year or so were interested in receiving a piece of jewelry to celebrate "pushing" through labor.

"Because the birth of a child is such an emotional time, consumers are very responsive to suggestions that pluck their heart strings," says Cheryl Kremkow, editor-in-chief of Modern Jeweler Magazine. "Most consumers see the gift as recognition of a new life stage similar to marriage."

Often, the keepsake turns into a timeless heirloom — passed down from mother to daughter or son and into future generations, often on a wedding day or other milestone.

Although many couples taking on this tradition waited to have children until they were more established, many budget-conscious couples believe that spending thousands of dollars on something other than their new baby is irresponsible, especially when new expenses, such as education, develop. Most etiquette experts agree there should be no monetary standard, but an "It's a Boy!" balloon or a bouquet of flowers from the hospital gift shop isn't enough. After all, these new mamas did endure nine months of pregnancy and umpteen hours in labor pains. They deserve something heartfelt.

In fact, they deserve a medal. So celebrate another monumental occasion with a monumentally meaningful gift. If you need somewhere to start, check out these primo push presents.