What sorts of gifts should I give my friend, who’s asked for simpler gifts?

I grew up with a rich family; and I assumed everyone else got the great stuff I got; and that it’s important to give extravagant gifts to family and friends. So I only recently learnt that that’s not normal for most people and that most people want simple gifts. What does that mean I should give her for her birthdays and xmases? Is a purple cubic zirconia ring appropriate for a birthday gift? Worth $20? Or some cultured lavender pearls, also for $20?

What sorts of gifts should I give my friend, who’s asked for simpler gifts?
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