If you’re under the age of 40 you’ll never have shopped at a Ratner’s store. Those of us old enough, even if we did, are unlikely to admit it. In 1991 Gerald Ratner, a high-profile retailer famed with turning around the fortunes of his family’s jewellery business, made some ill-judged “jokes” about its merchandise. Remarks that denigrated the quality of the stock and, by association, the quality of its customers. With disastrous effect. Almost immediately the Group’s shares fell by £500 million and, within months, it had closed down hundreds of stores and laid off thousands of employees. The brand was toast.