British holidaymakers are increasingly ‘blinging’ themselves up when heading for the beach, imitating the look of their favourite celebrities, new research from Debenhams Travel Insurance has found.

As the kids head back to school and sun-seekers jet off on cheap breaks, UK women are accessorising to impress before hitting the sand – inspired by celebrities like Kim Kardashian, Coleen Rooney and Mariah Carey being snapped bronzed and bejewelled on the beach.

Debenhams Travel Insurance found nearly three-quarters (72 per cent) of British women now wear jewellery to the beach compared to just over a quarter (29 per cent) ten years ago.

And it isn’t just costume jewellery – the average UK women now goes to the beach wearing precious gems worth £474.

Men are getting in on the act too – over half (51 per cent) wear jewellery such as rings or necklaces to the beach. Watches are also a key fashion accessory, with 78 per cent of Brits now wearing one to the beach, compared to 45 per cent a decade ago.

In addition to watches and jewellery, designer sunglasses have emerged as the ‘must-have’ accessory in the last ten years. Over six times (38 per cent) as many Brits now strut their stuff on the sands in top of the range shades.

Says Head of Debenhams Personal Finance, Mike Hazell: “This research shows Brits want to look their best at all times like their celebrity idols – even if they’re just relaxing on the beach.

“Whilst you may want to look as good as your favourite celebrities, you should think about whether you really need to take expensive watches and jewellery with you to the beach. If you can’t resist, at least make sure your travel insurance covers their value so you are covered should the worst happen.”