The “pretty floral design” of the USB flash drive belies its 4GB of storage, which can hold more than 66 hours of music, 2,160 photographs or 24 hours of video.

PNY said that the Lady Attaché has been specifically designed for women to match their stylish lifestyle, personality and handbag, without compromising on technology.

“Easy to use, slim and unobtrusive, the lady attaché is the Filofax for the Noughties an essential accessory, ideal for women on the go,” a press release said, showing up our lazy journalism again.

The Lady Attaché is no bigger than a lipstick and can discreetly fit into a make-up or travel bag.

Its protective cover only needs a pull and twist to get access to the content that is stored on it.

Laure Lapègue, Flash media category manager, said that PNY Technologies had learnt from its retail experience that women are driven by design, shape, capacity and price. 

“Our Lady Attaché enables women to embrace technology for everyday functions,” she said.

“The old cliché of women not understanding technology has gone, women appreciate products that look appealing but at the same time fits within their lifestyle."

As well as a 4GB drive, the Lady Attaché also comes in 2GB model - both with a warranty of two years.