Gerald Ratner is a British household name. In the early 00’s, one of his fellow jewellers did market research on brand recognition and found that Ratners was still (over 10 years after it went under and despite the adverse publicity), the most recognised name in jewellery. Even today, Ratner's gaffe is still famous in the British Retail industry as an example of the value of branding and image over quality. Such gaffes are now often referred to as “Doing a Ratner”. His story of Riches-to-Rags disaster at his very own hands fascinates and intrigues. It will be an inspiration to many who have experienced rejection, loss and humiliation. Gerald Ratner has come full-circle and is enjoying success second time around. He is in the press and media more often now for being successful than for self-sabotaging his own business. A musical documentary and TV series are testimony to that.