So what exactly does that mean and how are they giving 'cougars' a run for their money?

A SWOFTY is the latest acronym to describe women over 50, and it refers to a new generation - baby boomer women doing it for themselves.

They're over 50, without a partner, and they're loving life - living that single, independent existence into their fifties and beyond.

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Designer shoes and sandals, blow dries and time spent with friends - anything goes in SWOFTY land - except marriage. By definition Swofties are single, and according to demographer Bernard Salt, there are more of them than ever before.

"I've looked at the results of the 2011 census and found there are 385,000 single women in their fifties. This number is growing at around 12,000 per year," Salt said.

They may be divorced or single, but that's not to say Swofties are immune to love.

Swofties doing it for themselves

According to Della Cory, who makes a living out of helping them find it "there is an abundance of love out there for Swofties."

Cory runs a seniors dating agency and says business has never been better.

She has shared her tips on the art of finding love on her site and says "you should aim to both dress classier and conduct yourself like a lady of good breeding."

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Another tip is that "one thing that will make you stand out from the crowd today is if you can speak and write with correct grammar, punctuation and vocabulary that reflects you've read a book or two."

However Swofties Susanne Gervey, Julie Schoneveld and Annette Rosen say they are quite happy sans men, and having the time of their lives.

"If I was looking for a partner it would be someone who compliments me, not completes me," Schoneveld said.

"We can go anywhere and we don't need anyone to accompany us," Gervey said.

Schoneveld says "we have the freedom today. We can earn money, which gives you freedom."

Freedom to be whoever you like or don't like.

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Commentator Jane Caro embraces the freedom and fun of life at 50. However she takes issue with banal terms like MILF, Cougar and SWOFTY.

"I think SWOFTY is disrespectful quite frankly. And it's trying again to categorise a stereotype," Caro said.

"I think women are sick and tired of being defined all the time in terms of 'do you belong to a bloke? In that case you're married and in a relationship, you're not a SWOFTY'. Or 'you don't belong to a bloke? Oh, then you're a SWOFTY.' We're ourselves at long last."

• Della Cory & Associates - www.dellacory.com