Famous London hotel in Piccadilly (4)

I believe the answer is:

ritz

(Other definitions for ritz that I've seen before include "Swiss hotelier, creator of a chain of elegant hotels, d. 1918" , "Swiss founder of hotel chain" , "Ostentatious luxury" , "posh venue" , "The Diamond as Big as the ___ (F. Scott Fitzgerald)" .)

I've seen this clue in The Sun.

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