The news that Laura Ashley had narrowly avoided collapse did not really surprise me. For years, I would visit our local branch and browse desultorily, then leave empty-handed. I should have been glad that I was saving money, but instead, I felt a little sad and bewildered. Its distinctive look was in fashion again, but the people in charge of the company seemingly didn’t notice. In a bid to appeal to everyone, it ended up appealing to very few. Eventually, I would visit only once or twice a year, because it was too disheartening to see this quintessentially British brand drift so far away from its roots.

Laura Ashley used to lead the way – it took the high street by storm in the 70s and later counted Princess Diana among its famous fans. The original 70s and 80s pieces are now highly sought after and the best vintage shops sell them to social media influencers, who weren’t even born when Laura Ashley was at the height of its popularity. Young women love these classic dresses because that gentle prettiness, which used to be the company’s trademark, is back in vogue. 70s-style romantic prairie dresses are selling like hot cakes, but it is mainly new, hip brands from the US, France or Scandinavia, who are making a mint, while the original purveyor of such dresses is struggling. Talk about missed opportunity! I know there are many women who would rather buy such clothes from a heritage British brand, not least because they are more accessibly priced.

Its first female CEO, Katharine Poulter, has declared that she and her team were listening to customers. I hope they are not only listening, but also hearing what their customers are saying. It has never been easier to find out what kind of clothes women want to buy, yet so many brands are strangely reluctant to deliver the goods. Women have been asking for what feels like eternity for dresses with pockets and sleeves and yet finding a dress that has both and doesn’t cost an arm and a leg all too often feels like a trial.

But the people running Laura Ashley should not try to please everybody – it is a fool’s errand anyway. They already have everything they need to make a successful comeback: an archive that is expertly preserved and bursting with desirable pieces; statement prints; dresses with sleeves. They thrived because they made clothes that were feminine and referenced Victorian fashions, but were also practical and made to last and it’s time they revived that winning formula. They should scrap the current collection and reissue a selection of their iconic designs, at reasonable prices – there are many customers just waiting to pounce on clothes designed for contemporary prairie girls and modern romantics.

Though it won’t be good news for my bank balance, I really hope they bring the old Laura Ashley back.