For Gerald Ratner, they recall, it was all over in one sentence.

BBC: Ian Marchant: philosopher chief

An infamous gaffe by the chain's founder, Gerald Ratner, in 1991 - when he described one of its wares as "total crap" - rendered the brand the disgrace of the jewellery trade.

BBC: Legal threat tarnishes Ratner comeback

Gerald Ratner, former head of the Ratners high street jewellery chain, has been forced to change the name of his new online venture following the threat of legal action from the UK's largest jewellery retailer Signet.

BBC: Ratner loses battle for name

In 1991 it took just two words - "total crap" - from then chairman Gerald Ratner, who was describing one of the company's products, to torpedo consumer confidence and bring it to the brink of bankruptcy.

BBC: Renaming: Sleight of brand?