True story: we once bought a Mulberry bag from a well-known auction site and when the handle snapped sent it off to the factory to be repaired. They returned it with a sympathetic little note saying they were very sorry but it was counterfeit so they couldn't help :(. We're clearly alone in being a fuckwit because the rest of the world has obviously been going out and buying Mulberry bags from Mulberry shops - the fashion house has just reported a five per cent rise in sales, which has seen shares rocket from £2,800 to £17,470 in the last year and put the value of the UK company at £1.03billion.

Incredible really - obviously it's all down to Alexa Chung though and not the hard-working factory workers; the bag named after the presenter, which each individually take five hours to make by hand, apparently now account for more than 30 per cent of the firm’s sales. Now, if only one of those factory workers would spend five-hours feeding Chung by hand, they'd definitely be up for employee of the month.

Bloomberg were going to count the share rise Fearne Cotton had given Very.co.uk but some pesky office worker had swiped the company abacus.