Just before Christmas, I was in one of their stores, getting a watch strap I think. I met in there a manager from another part of my company. I don't remember what he said he was buying, but he went to some pains to tell me he wasn't buying jewellery or anything important. It was something to behold! The back wash from this story and these jokes was so damaging, people were reduced to apologising to other people they knew for being seen in the store. It's no surprise they had to rebrand, is it?