Gerald Ratner's high-profile return to the jewellery trade lost its shine as he was forced to change the name of his new internet venture.
Following legal proceedings by his former company, Signet, the online business will now be known as GeraldOnline instead of RatnersOnline.
Signet said it owned the Ratners name and its use by a competitor would cause confusion.
Mr Ratner revealed his plans to resurrect the brand name through a tie-up with rival jewellery retailer Goldsmiths.
The online venture plans to sell a range of jewellery priced between £40 and £300 and wanted to use the Ratners name because of its high recognition.
Mr Ratner left the firm he built into the world's biggest jewellery empire after saying one of its cut-price decanter sets was "total crap".
The group eventually relaunched as Signet.
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